Does Successful Social Media Marketing Affect Brand Value?

2015 ◽  
Vol 13 (1) ◽  
pp. 15-26 ◽  
Author(s):  
Stefan Koch ◽  
Asli Dikmen
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Value ◽  
Multiple Channels ◽  
Global Level ◽  
Brand Engagement ◽  
Marketing Activities

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.

Does Successful Social Media Marketing Affect Brand Value?

2018 ◽  
pp. 412-424
Author(s):  
Stefan Koch ◽  
Asli Dikmen
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Value ◽  
Multiple Channels ◽  
Global Level ◽  
Brand Engagement ◽  
Marketing Activities

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.

Driving consumer–brand engagement and co-creation by brand interactivity

2020 ◽  
Vol 38 (4) ◽  
pp. 523-541 ◽  
Author(s):  
Man Lai Cheung ◽  
Guilherme D. Pires ◽  
Philip J. Rosenberger ◽  
Mauro Jose De Oliveira
Keyword(s):  
Social Media ◽  
Information Transfer ◽  
Longitudinal Design ◽  
Social Media Marketing ◽  
Brand Value ◽  
Content Type ◽  
Brand Engagement ◽  
Cognitive Information ◽  
Social Media Platforms ◽  
The Impact

PurposeThis paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.Design/methodology/approachThe theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).FindingsEntertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.Research limitations/implicationsThe research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.Practical implicationsMarketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.Originality/valueExamination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

scholarly journals Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

2021 ◽  
Vol 16 (17) ◽  
pp. 19
Author(s):  
Alejandro Mujica ◽  
Esteban Villanueva ◽  
Manuel Luis Lodeiros-Zubiria
Keyword(s):  
Social Media ◽  
Hierarchical Models ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Brand Engagement ◽  
Marketing Activities ◽  
Learning Platforms ◽  
The Impact ◽  
Micro Learning

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

scholarly journals Forming Partnership Relations by Applying Social Media Marketing Tools

2020 ◽  
Vol 4 (46) ◽  
pp. 201-209
Author(s):  
N. V. Proskurnina ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Value Chain ◽  
Performance Metrics ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Social Success ◽  
The Social ◽  
Marketing Activities ◽  
Digital Channels

The purpose of the article is to study the main digital channels of marketing activities and determine the methodology of building partnership relations in the value chain in social networks for retail operators. The research results in determining the basic digital channels, tools and technologies influencing the efficiency of carrying out the market promotion strategy for the goods produced by a retail enterprise. Several key benefits of using social media in the retail marketing strategy have been identified. The process of building partnership relations in the value chain in social networks has also been formed. Since the first step to building partnership relations in the value chain in social networks is to define goals and objectives, common goals for retail operators have been identified. It has been proved that the general goals for retail operators can be as follows: to increase brand awareness; to increase sales quality and return on investment; to create a loyal fan base. It has been pointed out that social media marketing can help to reach a number of goals, such as: increasing the web-site traffic; creating quality leads (perspective customers who have reacted in any way to the marketing interaction); constructing conversions; increasing brand awareness; creating the brand identity and a positive brand association; improving communication and interaction with target audiences. The social success cycle, comprising four stages (social listening, social influence, social network, social selling), has been mentioned, and the essence of each stage has been defined. Besides, the goals and performance metrics of each stage within the social success cycle have been summarized. The formation of methodological foundations for evaluating the effectiveness of marketing activities in the context of digital transformation using the generalized Harrington desirability function can serve as the prospect for further research.

scholarly journals Examining Brand Loyalty & Brand Consciousness through the lens of Social Media Marketing

2018 ◽  
Vol 2 (3) ◽  
pp. 86-91
Author(s):  
Qazi Mohammed Ahmed ◽  
Iftikhar Hussain
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Model ◽  
Positive Impact ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Convenience Sample ◽  
Brand Engagement ◽  
Engagement Strategies ◽  
Marketing Activities

The study explores how social media marketing activities build brand loyalty and how this relationship is mediated through brand consciousness. The empirical investigation involves a self-administered and a structured questionnaire, distributed through a convenience sample of 320 under-graduate and graduate students. Data analysis was conducted through SPSS 23.0 for demographic comparisons and SmartPLS 3 for evaluating the measurement and structural model of the study. The findings show that social media marketing has a significant positive influence on brand loyalty but this relationship is partially mediated by brand consciousness. In the same manner, social media marketing exerts a significant positive impact on brand consciousness and resultantly, brand consciousness also exerts a significant positive impact on brand loyalty.  The results provide valuable insights for marketers in integrating social media as a driving tool for developing brand engagement strategies that not only provide awareness about products/services but also generate a cult following for them. 

scholarly journals Analysis of B-2-C Social Media Communication in Germany

2018 ◽  
Vol 3 (3) ◽  
pp. 23-31
Author(s):  
Knut Linke ◽  
Torben Friedrich
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Media Marketing ◽  
User Interactions ◽  
Media Communication ◽  
Sports Clubs ◽  
Retail Business ◽  
The Social ◽  
Marketing Activities ◽  
Social Media Communication

In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others businesses. Also and to be sure to evaluate high-class social media marketing, the German social media award winners from 2015-2017 were analyzed. Out of the results of those two analyses, the results were derivate. The results display different usage approaches between the researched networks and the business fields. As result of the research, several contexts approaches for social media posts are defined. The results contain suggestions for the standardization of those contexts and the different approaches how functions from social networks can be used for user interactions. That includes the targeted reactions and standardized reactions of user interactions.

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.

The features of transnational corporations’ advertisement in social networks

2019 ◽  
pp. 89-92
Author(s):  
Daniella Mushka ◽  
Yeva Erfan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Wide Spectrum ◽  
Subsequent Development ◽  
Transnational Corporations ◽  
Target Audience ◽  
Social Media Marketing ◽  
Scientific Article ◽  
The Social ◽  
The Given

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

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