Social Media Marketing and Brand Equity in Beauty Centers

This report investigates the impact of social media marketing on the brand equity of beauty centers in Amman, Jordan. The study begins with an introduction to the global beauty and personal care industry, highlighting the increasing competition among beauty centers in Jordan. The research problem focuses on the low brand equity of these centers, attributed to factors like lack of customer awareness and reliance on traditional marketing. The study aims to analyze the relationship between social media marketing and brand equity, identifying factors affecting brand equity, exploring the connection between social media and brand equity, and recommending strategies for improvement. The literature review covers the concept of brand equity, including brand loyalty, awareness, perceived quality, and association, and the concept of social media marketing. The research methodology employs a pragmatic research philosophy and a deductive approach, using a descriptive research design. The report includes proposed timelines and references for a comprehensive analysis of the subject matter. This student assignment is available on Desklib, a platform offering AI-powered study tools.

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:

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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

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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

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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,

4SOCIAL MEDIA MARKETING AND BRAND EQUITY
low levels of loyalty, lower perceived quality and others. Adding to this, Stojanovic, Andreu and
Curras-Perez (2018) have noted that the over-reliance of the different beauty centers on the
traditional marketing strategies for the promotion of their services or for spreading adequate
awareness related to the same had benefitted them very little. On the other hand, it had been seen
that the different beauty centers in the nations of USA, UK, Canada, Australia and others have
been able to substantially improve their brand reputation, brand equity and others while earning a
higher amount of revenue through the adequate usage of social media marketing (Raji et al.
2020). Thus, the researcher will try to analyze this particular issue by analyzing the impact of
social media marketing on the brand equity of the beauty centers and thereby propose
recommendations that the beauty centers of Amman, Jordan can utilize for enhancing their brand
equity and thereby their profitability.
1.3 Research Aim
The aim of the study will be to analyze the impact of social media marketing on the brand
equity of the corporations in the particular context of the beauty centers of Amman, Jordan.
1.4 Research Objectives
1. To understand the factors which affect the brand equity of the corporations in the
particular context of the beauty centers in Amman, Jordan
2. To analyze the relationship between social media marketing and the brand equity of the
corporations in the particular context of the beauty centers in Amman, Jordan
3. To recommend ways through which the beauty centers in Amman, Jordan can enhance
their brand equity

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1.5 Research Questions
1. What are the factors which affect the brand equity of the corporations in the particular
context of the beauty centers in Amman, Jordan?
2. What is the relationship between social media marketing and the brand equity of the
corporations in the particular context of the beauty centers in Amman, Jordan?
3. What are the ways through which the beauty centers in Amman, Jordan can enhance their
brand equity?
1.6 Research Hypotheses
H1- Social media marketing positively affects the brand equity of the beauty centers in Amman,
Jordan
H0- Social media marketing does not positively affect the brand equity of the beauty centers in
Amman, Jordan
1.7 Structure of the Study
The structure which will be followed for the completion of the dissertation is outlined by
the below given figure-

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Figure 1: Structure of the Study
Source: (Created by the Author)
2.0 Literature Review
2.1 Concept of Brand Equity
As stated by Pütter (2017), brand equity is the commercial value which is normally
derived from the perceptions or the beliefs that the consumers related to the products or the
services offered by a particular corporation rather than actual value proposition of the same.
Adding to this, Syahrivar and Ichlas (2018) have noted that the concept of brand equity is
coterminous with brand name or brand recognition because of which the consumers associate
certain characteristic values or attributes to a particular brand and its products or services. More
importantly, it had been seen that the consumers because of the marketing advertisements or the
promotions, the reputation of the brands and others come to form a perception or belief regarding

7SOCIAL MEDIA MARKETING AND BRAND EQUITY
the brands and start to believe that the value proposition of the products or services offered by
them would be as per the value proposition of the sane highlighted in their marketing campaigns
or on par with their reputation (Guitart, Gonzalez and Stremersch 2018). However, more often
than not, it is seen that the services or the products offered by the corporations fail to live upto to
the expectations of the consumers which in turn adversely affects their reputation as well as
profitability. Thus, it becomes important for the corporations to take into account the important
factors which affect brand equity like brand loyalty, brand awareness, perceived quality and
brand association for the creation of a positive equity.
2.2 Factors Affecting the Brand Equity of a Corporation
2.2.1 Brand Loyalty
According to Cortez, Gilliland and Johnston (2019), the loyalty of the consumers towards
a particular brand is determined by their past performance, the quality of services or products
offered by it and others. Adding to this, Pütter (2017) has noted that if the consumers are loyal to
a particular brand then the brand switch tendencies on their part gets reduced and also they
become less critical of the quality as well as the nature of the products or the services offered by
the same. Thus, brand loyalty is an important factor which affects brand equity.
2.2.2 Brand Awareness
Yu et al. (2018) are of the viewpoint that the consumers are likely to buy the products or
the services offered by a corporation with which they are familiar with or have an idea regarding
the same since the perceived risks involved in the concerned process is low. Furthermore, it had
been seen that the different marketing campaigns used by the corporations, be it the traditional
marketing strategies, social media marketing strategies or others, are directed to make the

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consumers aware of the brands and the value that their products or the services offer (Pınar and
Girard 2020). Thus, brand awareness is another important factor which influences brand equity.
2.2.3 Perceived Quality
Perceived quality is an important variable which not only determines the brand equity of
a corporation among the consumers but also their decision whether or not to undertake repeat
purchase (Raji et al. 2020). More importantly, it had been seen that the perceived quality of a
product or service offered by a brand is not necessary reliant on its actual value proposition
rather it is shaped by the manner in which the same is being portrayed in its marketing
campaigns, the beliefs held by the consumers regarding the same and others.
2.2.4 Brand Association
The brand equity of a brand depends largely on the extent to which the consumers are
being able to associate themselves with the same. For instance, chances are high that the
consumers will positively perceive the brands and also undertake the purchase of the same if
they are being able to associate themselves with the same and vice versa (Stojanovic, Andreu and
Curras-Perez 2018).
2.5 Concept of Social Media Marketing
Tuten and Solomon (2017) are of the viewpoint that social media marketing is the
marketing approach through which the corporations use the different social media platforms for
advertising or promoting their products or services, their brand, interacting with the consumers,
create a positive brand reputation and other related marketing activities. Adding to this, Felix,
Rauschnabel and Hinsch (2017) have noted that the process of social media marketing had
helped the corporations to overcome the shortcomings of the traditional marketing strategies

9SOCIAL MEDIA MARKETING AND BRAND EQUITY
since it is more cost-effective, timely and also helps them to reach out to a larger number of
people as well. Thus, the majority of the corporations are presently using social media marketing
for promoting and also for spreading the required information related to their products or
services and their brand to their consumers.
2.6 Impact of Social Media Marketing on the Brand Equity of a Corporation
As discussed by Guitart, Gonzalez and Stremersch (2018), the adequate usage of social
media marketing helps the corporations to create a positive equity among the consumers by
facilitating brand recognition, brand awareness, improving perceived quality, enhancing brand
loyalty and others. More importantly, it offer the opportunity to the corporations to cascade the
required service or product related information to the consumers, resolve their queries and others
which in turn directly influences their perception of the brand and thereby their decision whether
or not to purchase the products or services offered by the concerned brand.
3.0 Research Methodology
3.1 Research Philosophy
This study will be done using the pragmatic research philosophy. Generally three types of
philosophies are used in the research works- pragmatic research philosophy, positivism research
philosophy and interpretivism research philosophy. The research topic, that is, “the impact of
social media marketing on the brand equity of the corporations: a case study of the beauty
centres of Ammam, Jordan” could be interpreted in an effective way if the pragmatic philosophy
is used. According to Hair Jr., Page and Brunsveld (2019), the topics could be discussed and
analysed from various perspective in this philosophical approach. Hence, pragmatism is apt for
this research compilation.

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3.2 Research Approach
Generally inductive or deductive research approach is used to analyse the data and come
to the results. In this study, the researcher will use deductive research approach to analyse the
data. As opined by Fletcher (2017), the deductive method gives broad scope to the researcher to
analyse the topic with theoretical frameworks and observations. The research topic of this paper
will need a more broad theoretical approach to come to any kind of conclusion. Therefore, the
use of deductive approach would be the best option for this research work.
3.3 Research Design
To analyze the impact of social media in marketing on the brand equity in the
background of Jordon, the researcher will use descriptive research design. This would be done to
correlate the objectives of the study with the data and findings of the research. There is a slight
risk of restricting the research design to a particular type but this would also increase the
coherence of the study (Cuervo‐Cazurra et al. 2017).
3.4 Data Collection Method
Most of the studies are done through primary data collection method or the secondary
data collection method. Some of them are also done in mixed method (Fletcher 2017). For this
study, the researcher will be using the primary data collection method and the tool of data
collection would be survey. The sample size for the study will be 200. They will be the
consumers of the beauty industries who get influenced by the social media marketing to avail or
buy their products in Ammam, Jordan. The only limitation of this method is that the data might
not be completely reliable as the respondents can give biased responses to the survey questions.

11SOCIAL MEDIA MARKETING AND BRAND EQUITY
3.5 Data Analysis Method
Data analysis methods used in the research works are the qualitative data analysis method
and the quantitative data analysis method. The selection of the analysis method depends on the
nature of the research (Alvesson and Sköldberg 2017). As the topic of this study is based on the
social media marketing aspects, the researcher will be using quantitative method to collect the
data and to analyse those data. There is the risk of non-reliability of the data in this method. This
aspect of the research could limit scope of being the results completely correct.
3.6 Ethical considerations
Ethical issues related to research and data collection of a study is an important part of the
research work. The research will stick to every ethical priorities of the academic standard. The
consent of the participants would be taken as per the norms. They would be narrated all the terms
and condition and purpose of the study clearly. Moreover, the identity of the participants will be
kept secret and there would be no personal or private questions during the survey (Bell, Bryman
and Harley 2018). The participants will be assured that the data collected from them would be
protected under the Data Protection act and will only be used for this specific research purpose.
Any participant would have the right to quit the survey at any point if they feel uncomfortable or
do not want to carry on with it anymore. All the sources used in the study will be credited by in-
text citation and reference list.
4.0 Proposed Timeline
The proposed timeline for this study is given in the figure below-

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