The Impact of Social Media on Branding and Brand Loyalty

This report examines the significant impact of social media on branding and consumer behavior, focusing on the role of digital technology in shaping brand loyalty. It begins with an introduction outlining the aims, objectives, and research questions, followed by a literature review that explores various perspectives on social media and brand loyalty. The report highlights the importance of social media in modern marketing, emphasizing its role in influencing consumer perception and buying intentions. The research methodology involves qualitative research with an interpretivism research philosophy and an inductive research approach, using secondary data analysis. The study aims to identify the effects of social media on brand loyalty, analyzing the conceptual framework of digital technology and the relationship between social media and brand loyalty. The report includes a Gantt chart for project management and concludes with references to relevant sources.

Assessing the Impact of
Social Media on branding

Table of Contents
INTRODUCTION ..........................................................................................................................1
Aims ............................................................................................................................................1
Objectives....................................................................................................................................1
Research questions.......................................................................................................................1
Literature review..........................................................................................................................2
Research specification.................................................................................................................2
Ghantt chart..................................................................................................................................3

INTRODUCTION
Social media has turned out to be a mass media as the era of BBC and The Times has
changed because no longer depend solely on them for source of information. In the world of the
technologies companies are constantly seeking new ways to reach consumers. In this current era,
the traditional marketing streams are changes into the small segment of the varied approaches
used in the market and for the brand products. There is continuous increase in the selection of
focus on social media shaped state of the art advertising and shifted the way companies interact
with their target groups. The result is that effective use of the social media has tureens to be an
essential part for the creation and maintenance of competitive advantage (Clark, Black and
Judson, 2017). With respect to that Subsequently, companies now place considerable value on
the way in which social media can be used to shape consumer brand perception and influence
their buying intention. The company spending on social media continues to soar, but measuring
its impact remains a challenge for most companies. However, nowadays companies have
comprehended the importance of this new medium of marketing which is rapidly growing. Social
media is all about the facilitation people to express and share ideas, thoughts, and opinions with
others. It is also about enabling people to connect with others, like they were doing for the last
thousands of years. With the help of the social media sites there are the rising platforms for the
marketers as for the purpose to target their potential customers. In order to observe integration
level of social networking sites into creating the brand awareness, researcher have attempted to
cultivate measures to social media use intensity.
Aims
To identify impact of social media on brand loyalty: A study on Unilever
Objectives
 To 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.
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Literature review.
A review of the literature reveal that there are not unanimous agreement on the terms
used to have the proper description of social media. The Hudson, (2015) stated that there are
different concepts involved in the different ages. There are basically fifteen terms which are
continuously used interchangeable to have the description of the particular concept. According to
Ansari 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 online
communities. On the other hand the () contradict that with respect to the use of the term “social
networking sites” it should be stated that social media is a much broader term. It should not be
confused with social networking sites, a term that seems already well-established to describe a
subset 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 they
exchange on a frequent basis skills, talents, knowledge, preferences.
David A. Aaker defines brand loyalty as the measure of attachment that a consumer has
towards a brand. Brand loyalty according to him reflects how likely a consumer will be to
switched 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, if
customers buy with respect to features, price and convenience with little concern to the brand
name, there is perhaps little equity According to Godey and et.al., (2016) there is the
comparison between the traditional way of looking towards the brand equity ion term of
recalling 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 on
products and services displayed on different social media platform. The displayed goods and
services on social media are open 24/7 and therefore potential buyers can browse and check in
any time for as long as they need. Research intimated that Marketers believe that social media
marketing has several benefits, among them being building credibility, say accessibility of goods
and service, easy to compete on the global market. The Moro, Rita and Vala ,(2016) contradicts
that that brand equity and awareness is the living things and should not be measured and
compared in terms of brand recall. The author also stated that there are dynamic measure such as
the customer words of mouth. The marketing is at the centre of brand satisfaction, it could be
indicated that the desire to buy motivate by the experience and now often the customers sees the
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advert, maintained that brand satisfaction leads to loyalty and that companies should not take
advantage of the customers due to competition.
As per the views of Moro, Rita and Vala ,(2016) Collaborative customer relationship
management systems. Social CRM systems are up-to-date, collaborative CRM systems. These
improved systems focus on establishing and having the strong relationships between
organizations and customers through creating positive experiences concerning the organization’s
brands, products and services on social networking sites (SNS). The objectives of social CRM
are to have the extraction the greatest value from customers over the lifetime of the relationship.
This turns organization’s social media connections into loyal customers.
Research specification
For the performing the successfully research, there will be Qualitative research will be
done to achieve the aims and objection of particular study. interpretivism research philosophy
will be used along with inductive research approach. In inductive approach the data will be
collected from relevant topics of study. The research design will be descriptive and data
collection will be done through secondary resources. With the proper analysing of theories and
secondary data analysis the research will be accomplished. Research will be done keeping the
keys points of ethical consideration in mind. In this research various of the method and the
secondary sites will be used for the proper data interpretation and analysis.
Ghantt chart
activity Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Identification
of need
Create aim and
objective
Project
management
plan
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Research
methodology
Collection of
data
Analysis data
and
interpretation
Recommendati
on and
conclusion
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REFERENCE
Moro, S., Rita, P. and Vala, B., 2016. Predicting social media performance metrics and
evaluation of the impact on brand building: A data mining approach. Journal of Business
Research, 69(9).pp.3341-3351.
Godey, B. and et.al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research, 69(12). pp.5833-5841.
Ansari, S., and et.al., 2019. Impact of Brand Awareness and Social Media Content Marketing on
Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2(2),
pp.5-10.
Hudson, S., 2015. The effects of social media on emotions, brand relationship quality, and word
of mouth: An empirical study of music festival attendees. Tourism Management, 47,
pp.68-76.
Clark, M., Black, H.G. and Judson, K., 2017. Brand community integration and satisfaction with
social media sites: a comparative study. Journal of Research in Interactive
Marketing, 11(1), pp.39-55.
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