Impact Of Social Media On Brand Awareness

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1.1. Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein (2010) define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content. Businesses may also refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for co-creation of value. People obtain information, education, news and other data from…show more content…
Hypothesis: 1. To study the impact of social media on brand awareness, we can consider the following null and alternate hypothesis. H0: There is no significant impact of social media on brand awareness H1: There is a significant impact of social media on brand awareness 2. To study the impact of social media on brand association, we can consider the following null and alternate hypothesis H0: There is no significant impact of social media on brand association H1: There is a significant impact of social media on brand association 3. To study the impact of social media on brand image, we can consider the following null and alternate hypothesis H0: There is no significant impact of social media on brand image H1: There is a significant impact of social media on brand image 4. To study the impact of social media on brand loyalty, we can consider the following null and alternate hypothesis H0: There is no significant impact of social media on brand loyalty H1: There is a significant impact of social media on brand loyalty 5. To study the impact of social media on perceived quality, we can consider the following null and alternate…show more content…
Variables in Part I evaluate use of social media and five brand equity dimensions (brand association, brand image, brand loyalty, perceived quality and brand awareness). The variables that appear in Part II of the questionnaire contain demographic profile, including gender, age, marital status and highest academic qualification level. Measurement scales for brand awareness variable were adopted from Kim & Kim (2005) and Yoo et al. (2000). Brand image and perceived quality were selected from Kim & Kim (2005). Finally, measurement scales for use of social media were adopted from Citrin (2001), Wixom and Todd (2005) and Wu & Shaffer (1987). Five point Likert scales have been selected to measure all constructs in this research paper with the measurement from Strongly disagree to Strongly

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