1. Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analyzing the effect of social media on brand attitude and purchase intention: The case of Iran Khodro company. Procedia - Social and Behavior Sciences, 143, 822-826.
This paper focus on the effect of social media advertising on brand attitude and consumer purchase intention. Further, the influence of traditional advertising on brand attitude would be investigated as well to compare with the effect of social media advertising. A survey is developed and distributed to the customers of Iran Khodro company in Tehran, Iran. A convince-sampling approach is used to collect data and AMOS software is used to analyze the data. Result shows that improvement of product and services need to be focused on because satisfied customers will disseminate positive word of mouth in social media and in return, will influence customers’ decision to purchase company products.
2. Alhaddad, A. A. (2015). The effect of advertising awareness on brand equity in social media. International Journal of e-Education, e-Business, e-Management and e-Learning, 5(2), 73-84.
The author argues the importance for business to build brand equity by increasing brand awareness and improving brand image on social media. This study focus on how to create brand equity when businesses are using social media and explore the challenges to increase brand awareness and brand image on social media networks. The study designs a research framework to test the hypothesized relationships of Keller’s model of brand equity and Aaker’s five dimensions of brand loyalty. For the purpose, the mobile market in Syria was targeted; the target population of interest was defined as the students of a local university. The research results ...
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...ising and social media would change customers ' attitude towards the company’s brand name. However, the impact of traditional advertising was less than social media. Further, brand attitude can lead to intention to purchase of firm products.
10. Gordon, M. E., & Lima-Turner, K. D. (1997). Consumer attitudes towards internet advertising: A social contract perspective. International Marketing Review, 14(5), 362–375.
This study addresses the current use of social media advertising and how research can be designed to know what more social media could do. The study proposes a conceptual framework, consisting three relevant theoretical foundation applicable for any type of social media-networking capacity, image transferability, and personal extensibility. The paper concludes the three factors provides opportunity for advertisers to reach their audience more effectively.
In recent years, the realms of marketing and public relations have changed. Branding has become an increasingly important tool for businesses. As described in Kleppner’s Advertising Procedure, attributes of a successful brand include recognition, differentiation, imagery, and the ability to link all brand communications to that brand (Lane, King, Russell, & Kleppner, 2005 p. 639). In 2016, branding also means having a strong presence on social media. Lisa Ostrowercha describes social media as another way “… for your brand to share its personality with the masses” (Ostrowercha, 2016).
60% of US consumers discover new brands or product through social media, 59 percent use social media to learn about unfamiliar brands or products, 46% are strongly influenced in their purchase decisions by opinions in social media 39% refer to social media before making purchase decisions.
With the invention and development of the Internet, communication has changed in to a revolutionized platform. The Internet has evolved from a means to facilitate data, to a stage of public communication through the use of social media. Social media has affected every aspect of interaction from personal lives to the business world. The business world however, has been especially impacted by the application of social media. Social media has opened up a plethora of opportunities for businesses to advertise, promote and market themselves to consumers. Social media “is one of the fastest growing and most promising strategies a business can employ to boost sales and conversions” (Adobe). As social media continues to grow as a marketing tool, more and more companies have incorporated social media into their daily business activity for brand awareness, target market reach, business expansion and customer interaction.
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
From face-to-face selling to the internet selling, the advertisement had been the fundamental form of marketing strategy. It allowed the corporations to promote their products and services and build their unique brand name. Since the development of the World Wide Web, there had been a shift of advertising platforms. Instead of the printing out fliers and purchasing newspaper spaces, advertisers took the advantage of the growing internet users to post advertisement contents on the internet. The percentage of U.S. adults who used at least one social media site increased from 5% in 2005 to 69% in 2016 (Pew Research Center, 2016).
Social media has a big role in our perception of brands in today’s world. The two companies have both attempted to integrate social media in their continued attempts to one up their competitor. Google has made attempts to cr...
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
Rahmani, Z., Salmani Mojaveri, H., & Allahbakhsh, A. (2012). Review the Impact of Advertising and Sale Promotion on Brand Equity. Journal of Business Studies Quarterly, 4(1), 64-73.
Today 's generation is all about social media. It is the new way to have instant connection to thousands all over the world. Today 's company are now doing less traditional television, radio, and print advertisement and more promotion via Twitter, Facebook and/or Instagram. Companies are invested in getting famous people to post pictures or tweet about their products, knowing that, one person can connect with millions with just one post. Over half of the world has access to social media, making them great consumers. Social media benefit marketing by giving the companies the opportunity to learn their audience/consumers, having access to instant feedback and bring awareness to here product.
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Several factors affect consumers’ attitudes, actions and decisions. Public catch information from social networks, which is an important source of getting information and this, is also a very suitable source of information. People talk about their experiences with each other regarding a product or brand. This is how people get different kind of information about different brands and products. In marketing we call this thing electronic word of mouth. Word-of-mouth is evaluating or sharing experiences...
Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...