Building a successful brand requires using creative marketing and branding strategies to create strong brand equity in today’s competitive market, a brand can only achieve success if it can. Social media brand equity can both be seen as a proxy for traditional brand equity as well as a new type that interacts and complements the traditional brand equity source impacting this new form of equity then becomes the central question.
Researcher sees that the companies should focus more on their social media marketing strategies and increase its share in the general marketing strategy of the company rev integr many studies focuses on the relationship between social media marketing and brand equity, where babac study examines the impact of social media use on the brand. Other scholars provided evidence to suggest the positive impact of social media marketing ac- tivities on brand equity (bruhn, schoenmueller, & schäfer, 2012 a j kim & ko, 2012) laroche, habibi, richard, and sankaranarayanan (2012) showed that online brand communities can enhance brand loyalty. Social media has the power to be the most compelling asset a business has, helping to improve every customer touchpoint and driving stronger brand equity in 2003, michael jordan retired from basketball for the third time. Request pdf on researchgate | on jan 1, 2014, mirza ashfaq ahmed and others published role of social media marketing to enhance crm and brand equity in terms of purchase intentions.
In light of a growing interest in the use of social media marketing (smm) among luxury fashion brands, this study set out to identify attributes of smm activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through a structural equation model. I agree that a well conceived social media strategy is important to brand equity growth but it is only one tool in the box everything from packaging to after purchase support also increase equity i think word of mouth pales in comparison to the non-social media activities you have included in this post. Social media improve brand equity but distract employees: survey new delhi, may 26: many indian companies feel social media sites such as facebook and twitter have improved their brand equity and.
Keep these six trust-building methods in mind when marketing your brand through social media there are many other ways for businesses to build brand trust in the digital space there are many other ways for businesses to build brand trust in the digital space. Request pdf on researchgate | do social media marketing activities enhance customer equity an empirical study of luxury fashion brand | in light of a growing interest in the use of social media. Role of social media marketing to enhance crm and brand equity in terms of purchase intention mirza ashfaq ahmed and zahra zahid asian journal of management research 534 volume 4 issue 3, 2014 1 introduction social media and web technologies facilitate customers to interact and communicate. In essence, brand equity is a factor of a brand’s ability to keep and attract customers consequently, a brand can have negative brand equity or positive brand equity for instance, consumers with strong brand loyalty respond less favorably to unbranded products or other branded products in the same market. Do social media marketing activities enhance customer equity an empirical study of luxury fashion brand article in journal of business research 65(10) october 2012 with 46,012 reads.
The brand's social media platforms offers venues for customers to engage in sincere and friendly communications with the brand and other users, so the brand's intended actions on the social communication scene were positively affecting relationship equity and brand equity as well. Do social media marketing activities enhance customer equitypdf - download as pdf file (pdf), text file (txt) or read online. I think that a strong presence in personal conversations, whether in person, on the phone, through e-mail, in social media or via customer feedback in online forums, has two important influences on brand equity: one specific and one general.
Develop your ceo’s star power to enhance brand equity by albane - november 19, 2014 even if your company offers the most useful, affordable and brilliant products and/or services, and carries out the most laudable csr actions, your reputation could still be at risk if the audience judges your company on your ceo’s reputation, and they.
How does social media affect brand equity by nigel hollis | may 08, 2012 once again, my colleague dave barrowcliff, has posed an interesting question on millward brown’s greenhouse, our internal social network. Do social media marketing activities enhance customer equity ssm activities effectively enhance value equity by providing novel value to customers that traditional marketing media do not usually provide the brand's social media platforms offers venues for customers to engage in sincere and friendly communications with the brand and other.