Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity

2015 ◽  
pp. 2135-2156 ◽  
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Communication Channels ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Media Companies ◽  
Brand Credibility ◽  
Marketing Tool

This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity

2014 ◽  
pp. 56-77 ◽  
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Communication Channels ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Media Companies ◽  
Brand Credibility ◽  
Marketing Tool

This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Consumers as “Integrators” of Marketing Communications

2014 ◽  
pp. 650-664
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Media Companies ◽  
Fan Communities ◽  
Marketing Relationships ◽  
Brand Credibility ◽  
Marketing Tool

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Consumers as “Integrators” of Marketing Communications

2013 ◽  
Vol 9 (4) ◽  
pp. 1-15 ◽  
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Media Companies ◽  
Fan Communities ◽  
Marketing Relationships ◽  
Brand Credibility ◽  
Marketing Tool

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

Leveraging Virtual Communities to Enhance Brand Equity

2021 ◽  
pp. 1256-1270
Author(s):  
Kelley A. O'Reilly ◽  
Brett M. Kelley ◽  
Karen M. Lancendorfer
Keyword(s):  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Brand Communities ◽  
Practice Recommendations ◽  
Marketing Relationships ◽  
Brand Credibility

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

Measuring Social Media Marketing Performance in Hospitals (Preprint)

2021 ◽  
Author(s):  
Chin-Wei Huang ◽  
Foo Nin Ho
Keyword(s):  
Social Media ◽  
Data Envelopment Analysis ◽  
Communication Channels ◽  
Social Media Marketing ◽  
Network Data ◽  
Data Envelopment ◽  
Healthcare Industry ◽  
Marketing Communication ◽  
Marketing Performance ◽  
Network Data Envelopment Analysis

BACKGROUND In today’s digital marketing environment, social media plays an important role in the healthcare industry. It provides a two-way communication channel between health professionals and patients. Even though social media marketing is becoming an important part of a hospital’s integrated marketing communications strategy; however, there has not been any study to measure the performance of social media marketing in hospitals. OBJECTIVE This paper uses Network Data Envelopment Analysis in assessing social media marketing performance relative to other marketing communication channels in determining intangible marketing assets (brand mind share) and overall satisfaction and referral. METHODS Our research proposes an approach in measuring social media marketing performance relative to other marketing communication channels based on a Network Data Envelopment Analysis (DEA) model that identifies and measures social media marketing efficiencies in an integrated fashion in the healthcare industry – specifically, in the hospital industry. RESULTS The results show that social media marketing is a critical part of a hospital’s marketing communications strategy in affecting brand mind share and ultimately customer satisfaction and referral. However, consumers have a moderately low level of trust from online information received. CONCLUSIONS This study adds both theoretical and strategic insights to leverage social media marketing in delivery patient value.

scholarly journals Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

2018 ◽  
Vol 34 (1) ◽  
pp. 1-19 ◽  
Author(s):  
Raji Ridwan Adetunji ◽  
◽  
Sabrina Mohd Rashid ◽  
Sobhi Mohd Ishak ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Marketing Communication

Leveraging Virtual Communities to Enhance Brand Equity

2018 ◽  
pp. 136-150
Author(s):  
Kelley A. O'Reilly ◽  
Brett M. Kelley ◽  
Karen M. Lancendorfer
Keyword(s):  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Brand Communities ◽  
Practice Recommendations ◽  
Marketing Relationships ◽  
Brand Credibility

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

Penerapan Strategi Social Media Marketing Untuk Meningkatkan Penjualan Pada Dealer Mobil Toyota, Daihatsu dan Honda Bandung

Infoman s ◽  
2018 ◽  
Vol 12 (2) ◽  
pp. 115-124
Author(s):  
Yopi Hidayatul Akbar ◽  
Muhammad Agreindra Helmiawan
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Social Media Marketing ◽  
Public Attention ◽  
Media Companies ◽  
Social Media Networks ◽  
Internet Users ◽  
Marketing Activities ◽  
The University ◽  
Website Content

Social media is one of the information media that is currently widely used by several companies and personally to convey information, with the presence of social media companies no longer need to spread offers through print media, they can use information technology tools in this case social media to submit offers the products they sell to users globally through social media. This social media marketing technique is the process of reaching visits by internet users to certain sites or public attention through social media sites. Marketing activities using social media are usually centered on the efforts of a company to create content that attracts attention, thus encouraging readers to share the content through their social media networks. The application of the QMS method is certainly not only submitted through search engine webmasters, but also on a website keywords must be applied that relate to the contents of the website content, because with the keyword it will automatically attract visitors to the university website based on keyword phrases that they type in the search engine. With Search Media Marketing Technique (SMM) is one of the techniques that must be applied in conducting sales promotions, especially in car dealers in Bandung, it is considered important because each product requires price, feature and convenience socialization through social media so that sales traffic can increase. Each dealer should be able to apply the techniques of Social Media Marketing (SMM) well so that car sales can reach the expected target and provide profits for sales as car sellers in the field.

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

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