Brand Management with Social Media: In Service Industry

by Humbatov, Shahriyar
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Humbatov, Shahriyar Brand Management with Social Media: In Service Industry
Humbatov, Shahriyar - Brand Management with Social Media: In Service Industry

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Description


It is highly important to highlight that nowadays the digital age drives the enterprises to focus more on the social media platforms, because the social media has enabled the customers to engage with the brand products / services. The social media platforms such as social networks, blogging, microblogging, photo and video sharing support brand managers to create relevant contents to promote the brand facilities / amenities. The deliberately designed social media campaigns can help the firms to generate brand awareness and brand loyalty with the help of the social media tools such as Facebook (social networks), Twitter (microblogging), Instagram (photo sharing), YouTube (video sharing) and WordPress (blogging). In this research paper, it is highly possible that one can find a very useful facts how to use the services of chosen Social media Platforms to create Brand Awareness and build Brand Loyalty of the existing enterprise.

Contributors

Author:
Humbatov, Shahriyar

Further information

Illustrations Note:
10 Abb.
Language:
Englisch
Excerpt:
Text Sample:
Chapter 1. INTRODUCTION:
Brands with the higher product / service components, as per Professor Leslie de Chernatony (cited in Pickton and Broderick, 2005), consist of the strength of the brands which are the essential prosperity of the organisation. Brands create a value for both customers and firms (Keller, 2008). According to Clifton et al. (2009), strong brand positioning creates unique competitive advantages and helps organisations to work effectively and efficiently.
In Fortune Magazine, which is published in 1997 (cited in Clifton et al., 2009, p. 17) the future importance of branding has already been mentioned as follow: 'In the twenty-first century, branding ultimately will be the only unique differentiator between companies. Brand equity is now a key asset'. Brand equity is highly important, because it significantly increases profitability (Kim and Kim, 2005 cited in Kayaman and Arasli, 2007) and it has a great potential to create the value to customers in building confidence, boosting buying capability as well as to create the value to enterprises by building brand loyalty, developing effective and efficient marketing position, improving profit margins and so on (Bagozzi, Rosa, Celly and Coronel, 1998 cited in Pekka, 1999). Aaker (1996, pp. 7-8) defines brand equity as 'a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and / or to the firm's customers'. As per Aaker (1991) brand equity has following assets and liabilities: brand awareness, perceived quality, brand associations, brand loyalty, other proprietary brand assets. All these categories provide the value for customers as well as firms (Aaker, 1991).
Brand awareness, being the first component of brand equity, has a great impact on the presence in the consumer's mind (Aaker, 1996) and replacing the brand in and selecting the brand from the consideration set (Macdonald and Sharp, 2000, 2003). It is believed that the retention of existing customer is less costly than acquiring the new one. That is why the strategic approach is necessary in order to build a relationship between customer and firm which the former later on turns to be a loyal consumer to the brand. The loyal customer creates brand loyalty. According to Aaker (1991, 1996), brand loyalty, by being basis of brand equity, generates profit and sales to the firm. According to one study, both brand awareness and brand loyalty have a strong positive association with purchase (Malik et al., 2013) and revisit intentions (Kim, Jin-Sun and Kim, 2008).
Research carried by Nielsen highlights that the number of online users, who are willing to take a purchasing decision, is seeking for online product reviews, recommendations from discussion forums or feedback from social media sites are more than two-thirds of overall global internet users (Interbrand, 2012). By supporting this idea Rubbinstein and Griffiths (Interbrand, 2012) argue about the impact of social media on building a brand personality and creating a constant relationship between business and consumer.
In order to build and sustain brand loyalty online, companies should understand and manage digital conversations, reviews and create true experience online for consumers (Interbrand, 2012). According to The AMA Marketing Watch (2013), social media channels such as video and photo sharing, blogs, microblogs, email, social networks, etc. are the main tools to enhance overall brand awareness.
Chapter 1.1 Scope of the research:
The social media with the hundreds of millions of internet users has a great potential to reach to a large audience in order to establish brand awareness. This study intends to show the impact of social software applications those are essential in building loyalty between the customer and the company. Furthermore, social media is a virtual space where people search for entertainment, fun and valuable inform
Number of Pages:
128
Media Type:
Taschenbuch
Publisher:
Anchor Academic Publishing

Master Data

Product Type:
Paperback book
Package Dimensions:
0.216 x 0.15 x 0.008 m; 0.18 kg
GTIN:
09783954894833
DUIN:
PGORA0P6HHK
$63.89
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