Assignment on Impact of Social Media on Branding
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Added on 2021-02-21
Assignment on Impact of Social Media on Branding
Added on 2021-02-21
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Assessing the Impact ofSocial Media on branding
Table of ContentsINTRODUCTION ..........................................................................................................................1Aims ............................................................................................................................................1Objectives....................................................................................................................................1Research questions.......................................................................................................................1Literature review..........................................................................................................................2Research specification.................................................................................................................2Ghantt chart..................................................................................................................................3
INTRODUCTION Social media has turned out to be a mass media as the era of BBC and The Times haschanged because no longer depend solely on them for source of information. In the world of thetechnologies companies areconstantly seeking new ways to reach consumers. In this current era,the traditional marketing streams are changes into the small segment of the varied approachesused in the market and for the brand products. There is continuous increase in the selection offocus on social media shaped state of the art advertising and shifted the way companies interactwith their target groups. The result is that effective use of the social media has tureens to be anessential part for the creation and maintenance of competitive advantage (Clark, Black andJudson, 2017). With respect to that Subsequently, companies now place considerable value onthe way in which social media can be used to shape consumer brand perception and influencetheir buying intention. The company spending on social media continues to soar, but measuringits impact remains a challenge for most companies. However, nowadays companies havecomprehended the importance of this new medium of marketing which is rapidly growing. Socialmedia is all about the facilitation people to express and share ideas, thoughts, and opinions withothers. It is also about enabling people to connect with others, like they were doing for the lastthousands of years. With the help of the social media sites there are the rising platforms for themarketers as for the purpose to target their potential customers. In order to observe integrationlevel of social networking sites into creating the brand awareness, researcher have attempted tocultivate measures to social media use intensity.Aims To identify impact of social media on brand loyalty: A study on Unilever ObjectivesTo understand conceptual framework of digital technology. To determine importance of digital technology such as social media to business.To analyses relationship between social media and brand loyalty.Research questions.What is conceptual framework of digital technology. what is importance of digital technology such as social media to business.What is relationship between social media and brand loyalty.1
Literature review. A review of the literature reveal that there are not unanimous agreement on the termsused to have the proper description of social media. The Hudson, (2015) stated that there aredifferent concepts involved in the different ages. There are basically fifteen terms which arecontinuously used interchangeable to have the description of the particular concept. According toAnsari and et.al., (2019) it stated that use the term “Social communication platforms” and“Social communication services” as umbrella terms for social networks, virtual reality and onlinecommunities. On the other hand the () contradict that with respect to the use of the term “socialnetworking sites” it should be stated that social media is a much broader term. It should not beconfused with social networking sites, a term that seems already well-established to describe asubset of social media and more specifically online systems that allow users to become members,create a profile, build a personal network connecting them to other users with whom theyexchange on a frequent basis skills, talents, knowledge, preferences.David A. Aaker defines brand loyalty as the measure of attachment that a consumer hastowards a brand. Brand loyalty according to him reflects how likely a consumer will be toswitched brands when that brand makes a product change either in price or product features.Aaker states that the core of a brand’s equity is based on customer loyalty. Therefore, ifcustomers buy with respect to features, price and convenience with little concern to the brandname, there is perhaps little equity According to Godey and et.al., (2016) there is thecomparison between the traditional way of looking towards the brand equity ion term ofrecalling the pints in which the social medial have become an important media channel.Globally, social media is gaining popularity fast as consumers prefer easy access information onproducts and services displayed on different social media platform. The displayed goods andservices on social media are open 24/7 and therefore potential buyers can browse and check inany time for as long as they need. Research intimated that Marketers believe that social mediamarketing has several benefits, among them being building credibility, say accessibility of goodsand service, easy to compete on the global market. The Moro, Rita and Vala ,(2016) contradictsthat that brand equity and awareness is the living things and should not be measured andcompared in terms of brand recall. The author also stated that there are dynamic measure such asthe customer words of mouth. The marketing is at the centre of brand satisfaction, it could beindicated that the desire to buy motivate by the experience and now often the customers sees the2
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