Report on Social Media Marketing and Brand Equity

Running head: SOCIAL MEDIA MARKETING AND BRAND EQUITY
A STUDY TO ANALYZE THE IMPACT OF SOCIAL MEDIA MARKETING ON THE
BRAND EQUITY OF THE CORPORATIONS: A CASE STUDY OF THE BEAUTY
CENTERS OF AMMAN, JORDAN
Name of the Student:
Name of the University:
Author’s Note:

1SOCIAL MEDIA MARKETING AND BRAND EQUITY
Table of Contents
1.0 Introduction................................................................................................................................3
1.1 Background of the Study.......................................................................................................3
1.2 Research Problem..................................................................................................................3
1.3 Research Aim.........................................................................................................................4
1.4 Research Objectives...............................................................................................................4
1.5 Research Questions................................................................................................................5
1.6 Research Hypotheses.............................................................................................................5
1.7 Structure of the Study............................................................................................................5
2.0 Literature Review......................................................................................................................6
2.1 Concept of Brand Equity.......................................................................................................6
2.2 Factors Affecting the Brand Equity of a Corporation...........................................................7
2.2.1 Brand Loyalty.................................................................................................................7
2.2.2 Brand Awareness............................................................................................................7
2.2.3 Perceived Quality............................................................................................................8
2.2.4 Brand Association...........................................................................................................8
2.5 Concept of Social Media Marketing......................................................................................8
2.6 Impact of Social Media Marketing on the Brand Equity of a Corporation...........................9
3.0 Research Methodology..............................................................................................................9
3.1 Research Philosophy..............................................................................................................9

2SOCIAL MEDIA MARKETING AND BRAND EQUITY
3.2 Research Approach..............................................................................................................10
3.3 Research Design..................................................................................................................10
3.4 Data Collection Method.......................................................................................................10
3.5 Data Analysis Method.........................................................................................................11
3.6 Ethical considerations..........................................................................................................11
4.0 Proposed Timeline...............................................................................................................11
References......................................................................................................................................13

3SOCIAL MEDIA MARKETING AND BRAND EQUITY
1.0 Introduction
1.1 Background of the Study
According to the report of Ibisworld.com (2020), the global beauty and personal care
industry in the year 2019 was worth more than $375 billion and different beauty centers, spas
and others have mushroomed in the diverse nations to capitalize on the huge demand for the
same. Zota and Shamasunder (2017) are of the viewpoint that within the nation of Jordan it had
been seen that percentage of beauty centers have increased by more than 53% in the last decade
despite the struggling economy of the concerned nation. More importantly, it had been seen that
because of the mushrooming of the beauty centers, the business competition within the
concerned industry of Jordan had intensified in the last few years.
It is true that the industry under discussion here contributes more than 8.9% towards the
total GDP of the concerned nation yet it had been seen that the different beauty centers of the
nation are struggling to attain the desired kind of brand equity (Amer 2016). As a matter of fact,
the service value that the consumers receive from the beauty and personal care services offered
by these beauty centers is always lower than the consumer’s expectation which in turn had
negatively affected their brand reputation and also their profitability as well (Manideep, Reddy
and Reddy 2019). Thus, it is seen that these beauty centers are using social media marketing for
enhancing their brand equity along with the improvement of their service quality for the
enhancement of their profitability.
1.2 Research Problem
Yu et al. (2018) are of the viewpoint that the important reasons for the low brand equity
of the beauty centers of Jordan among the customers are the lack of awareness of the customers,