Social Media Marketing: Influence on Brand Equity and Consumer Behavior

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Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
The author illuminates that social media marketing is one of the methods of internet
marketing which makes practice of social networking sites as a whole. The social media
marketing is the promotion of the goods and services through social media. It is being done
by creating quality content and the users share with others. It is the aim of social media
marketing to create content which operators can share through social network to assist an
organization in increasing product awareness and enlarge customer base. It even assists
companies to attain direct response from customers. Social media marketing has become
more communal with the enhanced approval of the sites like Facebook, Twitter, LinkedIn and
more. The federal trade commission has guidelines which comprise social media marketing.
In the current scenario everyone owns a smartphone, laptop or an operating system. People
expend a lot of time on the social media. The implementation of the social media marketing
strategy significantly improves product recognition by interacting with a large number of
persons. The interaction with the people is helpful in generating awareness. The employees,
followers and friends are helpful in sharing post or page on the social media platform such as
Facebook, Twitter, YouTube and Instagram. The interaction with the people is helpful in
creating awareness among people and the customers eventually end up in being prospective
customers. It is the nature of the humans to draw attention. The social media marketing has
role in responding to definite customer at a time.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
The authors discuss that customer certainly enjoy when they get modified response for the
remarks made by them on the page. The automated message response shows one is attentive
and caring. It provides an advantage position to the marketers as more customers will be
appealed. The social media marketing is a great cost operative form of advertising. It is the
major advantage of the social media marketing that it is completely free to start. The
investment is made in the form of time. It is almost free to create a new profile and signing
in. Those who charge, amount is minute associated to the total returns. The savings on the
advertisement overheads guarantee better returns and investments. There are also paid
advertising options on the social media platforms. It is considered a great tool for increasing

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number of followers and reaching more users. Familiarizing social media marketing platform
upturns inbound traffic and people can found the product with easiness. It can lead to the
enhanced online conversations like sales and leads. People can search products by name or
website address without social media platform. It is very restraining to the persons who have
not discovered the brand. A company can even easily determine the sales generated. The
owner is required to know the customer’s needs, opinions and interests in order to succeed a
business. It is the best way to collect data from the social media platforms.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-
782.
The authors illuminate that the customers’ perception and expectations can be known from
the social media platforms. Facebook and Twitter has 313 million, Instagram has 500 million
and Printerest has almost 200 milllion active users on the monthly basis. A marketer can
create account on one or two for the acquaintance to millions of people around the globe.
Gaining information offers a prospect to identify areas which can be improved in order to get
forward of the competitors. It even improves number of audiences. The social media has big
role in increasing brand loyalty along with increasing the reach of the brand. It has been
realised that people who follow brands on the social media are more expected to remaining
loyal to those specific brands. The social media has further role than a sales ground. It
enables two way communications which has role in building meaningful relationships with
the existing and potential customers. It makes customers to attain confidence in the business
and inspires to opt for the company in the coming years. The social media can be utilized to
attain significant information regarding customers which is helpful in making smoother
business choices. For instance, social listening enables a marketer to ascertain the way people
sense about the company. The uncovered conversations also can be discovered with the help
of social listening about the business. The information such as need to make improvement in
the products and services in order to meet needs of the target audience.
Shafigullina, A.V. and Palyakin, R.B., 2016. Social media marketing as an effective
instrument of the promotion of social business-project in social entrepreneurial
activity. Academy of Marketing Studies Journal, 20, p.1.
The authors describe that social media is having numerous advantages. But these advantages
are also accompanied by the disadvantages. As soon as content is shared on the social media