Relevant bibliographies by topics / BRAND- MARKETING- SOCIAL MEDIA- CITY

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Academic literature on the topic 'BRAND- MARKETING- SOCIAL MEDIA- CITY'

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Published: 24 April 2022

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Journal articles on the topic "BRAND- MARKETING- SOCIAL MEDIA- CITY"

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Wijayanti, Tri Cicik, Dhika Amalia Kurniawan, Dio Caisar Darma, and Yundi Permadi Hakim. "Evaluation on Social Media Marketing from Customers." Webology 18, no. 2 (December 23, 2021): 598–615. http://dx.doi.org/10.14704/web/v18i2/web18341.

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Advances in information and technology for the transformation of marketing management have integrated aspects of digitalization as an effective and efficient feedback loop. Customers around the world today are leveraging popular social media marketing (SMM) to assess the quality of products and services. Several culinary food providers have received special attention from traditional food lovers in Indonesia, including Warung Kuliner Suroboyo which has several branches in each region. On this occasion, we tried to study the relationship between SMM, brand awareness, social networking, and decision-making with objects at Suroboyo Warung Culinary in Indonesia. The sample size involves 150 respondents who are regular customers in three locations (Surabaya City, Balikpapan City, and Samarinda City) who use Facebook, Instagram, and Twitter. To make it easier for the survey to be carried out with the support of 'Google Form' in 2020, and the data is processed using multiple regression analysis. The SMM has a positive effect on brand awareness (H1 is accepted), brand awareness has a positive effect on decision-making (H2 is accepted), SMM has a positive effect on social networking (H3 is accepted), social networking has a positive.
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Narayana, Kompyang Gede Sathya, and Gede Bayu Rahanatha. "PERAN BRAND IMAGE MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN." E-Jurnal Manajemen Universitas Udayana 9, no. 5 (May 3, 2020): 1962. http://dx.doi.org/10.24843/ejmunud.2020.v09.i05.p16.

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The purpose of this study was to determine the role of brand image mediating the effect of social media marketing on purchasing decisions on Denara Bali consumers. This research was conducted in Denpasar City by using a sample of 120 respondents who had already purchased Denara Bali products and had followed and had communicated with Instagram @denarabaliofficial admin, with non-probability sampling techniques with purposive sampling method. Data collection was carried out through questionnaires. The analysis technique used in this research is path analysis and sobel test. The results of this study found that social media marketing had a positive and significant effect on brand image. Social media marketing has a positive and significant influence on purchasing decisions. Brand image has a positive and significant influence on purchasing decisions. Brand image is a mediating variable of the influence between social media marketing on purchasing decisions on Denara Bali consumers in Denpasar City. Keywords: social media marketing, brand image, purchasing decisions
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Chahal, Hardeep, and Anu Rani. "How trust moderates social media engagement and brand equity." Journal of Research in Interactive Marketing 11, no. 3 (August 14, 2017): 312–35. http://dx.doi.org/10.1108/jrim-10-2016-0104.

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Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity; and finally, to examine the moderating role of trust in SM brand engagement and brand equity relationship. Design/methodology/approach The data were collected from 767 SM users working in multinational corporations of Gurgaon city, using purposive sampling technique. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were undertaken to analyze the data. Findings The paper outcomes indicated SM brand engagement as a bi-dimensional construct comprising information interest and personal interest. Both social factors and consumer-based factors significantly influence customers’ SM brand engagement. Specifically, results depicted that tie-strength and social identity (social factors); and opportunity seeking and product selection (consumer-based factors) strongly influence customers’ SM brand engagement in comparison to other factors. Research limitations/implications The research has two major limitations. First, it is limited to Gen Y only. How older and younger consumers interact with brands via SM can stimulate theoretical development as well as furnish potentially valuable strategic opportunities to brand managers in future research. Second, relationship between SM brand engagement and brand equity is examined using trust as a moderating variable. Thus, the effect of other moderating factors like perceived risk and gender can be investigated in the future. Originality/value The paper makes a maiden attempt to examine the moderating role of trust in the relationship between SM brand engagement and brand equity. It adds value to the marketing literature in the development of SM brand engagement scale for Gen Y.
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Wardani, Putu Sukma, and I. Gede Sanica. "STRATEGY TO RAISING BRAND AWARENESS USING SOSIAL MEDIA TO THE MILENIALS." Jurnal Bisnis Terapan 4, no. 2 (December 18, 2020): 171. http://dx.doi.org/10.24123/jbt.v4i2.2961.

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Social media as a digital marketing channel is currently utilized as a promotional media for business people especially those who choose the millennial generation segment as their main target market. The growth in the number of social media users today is also seen as an opportunity to build brand awareness through social media. This research aims to find out strategies in building brand awareness with social media marketing on Instagram for millennials. This research focuses on social media marketing that has been applied to the Il's Project brand which is one of the local footwear brands in the city of Denpasar. Using a qualitative approach, with a descriptive analysis of this study collecting data through interviews, observations and documentation which is further analyzed by SWOT analysis techniques comparing internal and external factors to determine the SWOT Matrix and IE Matrix for strategy determination. The results showed, Il's Project social media marketing was in quadrant 1 in the SWOT Matrix, and cell 5 in the IE Matrix. The right strategy is to support an aggressive strategy and growth strategy, namely, market penetration, increased sales and profits and increased marketing effectiveness on social media.
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Stojanovic, Igor, Luisa Andreu, and Rafael Curras-Perez. "Effects of the intensity of use of social media on brand equity." European Journal of Management and Business Economics 27, no. 1 (March 15, 2018): 83–100. http://dx.doi.org/10.1108/ejmbe-11-2017-0049.

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Purpose The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty. Design/methodology/approach The authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before they had any direct experience of the tourist destination and when their knowledge of the city came only from the sources of social media information they have used. The final sample size was 249 interviewees. Findings Findings confirm a positive effect of the intensity of social media use on brand awareness. Results also suggest that brand awareness influences other dimensions of brand equity and highlight the influence of the destination affective image on the intention to make WOM communication. Originality/value Its originality lies in a unique approach for data collecting and using the schema theory of cognitive psychology to understand the phenomenon of social media influence on tourist perception of destination brands. The findings contribute to the development of better social media marketing in order to manage destination brands online.
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Kurniasari, Meatry, and Agung Budiatmo. "Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Semarang." Jurnal Administrasi Bisnis 7, no. 1 (March 27, 2018): 25. http://dx.doi.org/10.14710/jab.v7i1.22571.

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The purpose of this study is to determine the influence of social media marketing and brand awarenessof purchasing decisions through buying interest as an intervening variable J.CO Donuts & Coffee in Semarang City. This type of research is explanatory research. Sampling technique using non probability sampling technique with purposive sampling and Accidental sampling method. The number of samples taken as many as 100 respondents with a ratio of 40:60 in both branches J.CO Donuts & Coffee Semarang. In this study assisted by SPSS 16.0 system. The results showed that social media marketing influence on buying interest by contributing 15.6% while the rest influenced by factors other than social media marketing. Brand Awareness influences buying interest by contributing 31.3% while the rest is influenced by factors other than brand awareness. Meanwhile, buying interest influences the purchasing decision by contributing 23.3% while the rest is influenced by factors other than buying interest. Based on result of regression analysis of two stages known that variable of buying interest can be intervening variable from social media marketing and brand awareness to purchasing decision. It means that the better social media marketing and brand awareness, the higher the buying interest and the better the buying interest, the higher the purchasing decision of J.CO Donuts & Coffee in Semarang City.
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Sadyk, Dina, and Dewan Md Zahurul Islam. "Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan." Sustainability 14, no. 1 (January 4, 2022): 500. http://dx.doi.org/10.3390/su14010500.

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Purpose: Unprecedented communication features of social media noticeably reinforce the active role of consumers in the value co-creation (VCC) of offline and online brands including social media. From the consumer perspective, this study examines a contribution of VCC behavior to consumer-based brand equity (CBBE) and consequent intention to use social media based on Instagram as the most popular platform in Kazakhstan. Methodology: A web-based survey provided data from 550 Instagram users in Almaty city. Empirical analysis includes testing statistical assumptions using SPSS 23, conducting confirmatory factor analysis (CFA), and structural equation modeling (SEM) using Warp PLS 7.0. Findings: With the result of this study investigation, the paper develops the model that explains the effect of VCC on continuous usage intention to use social media through CBBE comprising brand associations, brand loyalty and brand perceived quality. Originality: Even though the importance of social media in the brand VCC process is widely recognized, a brand equity view of social media brands with users’ participation is under-investigated. However, brand equity’s importance for firm sustainability in terms of long-term business strategy is indisputable. This research enhances brand equity theory and VCC concept with the empirical data within the modern social media context. Practical implications: Owners and managers of social media brands can use the conceptual model to grow, maintain and assess their brands’ equities through their marketing efforts on the consumer motivation for brand VCC activities driving continuous usage of the brands.
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Suryani, Lilis, Syahmardi Yacob, and Musnaini Musnaini. "EFFECT OF SOCIAL MEDIA ORIENTATION ON MARKETING PERFORMANCE THROUGH VILCHIC BRAND IMAGE." Journal of Business Studies and Mangement Review 5, no. 1 (December 31, 2021): 49–54. http://dx.doi.org/10.22437/jbsmr.v5i1.16656.

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This study aims to determine the influence of Social Media Orientation, Marketing Performance, and Brand Image. This research uses a quantitative descriptive method with Partial Least Square (PLS) Professional analysis tool. The subjects of this research are consumers who use vilchic masks in Jambi and outside the city of Jambi. The sampling technique used is purposive sampling. The number of samples used in this study amounted to 125. The results of this study indicate that social media orientation does not affect the marketing performance of vilchic companies. Social media has a significant impact on brand image, and brand image can affect the marketing performance of vilchic companies. The brand image variable in this study can influence or mediate between the marketing performance variables and the social media orientation, meaning that this research is full mediation. The findings of this study contribute that Brand Image is an essential factor in seeing the sales performance of vilchic companies.
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Егорова, Наталья, Natalya Egorova, Елена Макарова, and Elena Makarova. "ANALYSIS OF THE TERRITORY BRAND PROMOTION EFFECTIVENESS IN SOCIAL NETWORKS (BY THE EXAMPLE OF FACEBOOK)." Russian Journal of Management 5, no. 2 (July 25, 2017): 252–60. http://dx.doi.org/10.12737/article_595370943a3591.40965337.

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In the study, the authors evaluated the effectiveness of Social Media Marketing as a tool for brand promotion territory from the point of view of increase brand awareness and brand appeal. As object of research has been chosen Nizhny Novgorod. The aim of the study is to develop recommendations on the use of SMM marketing tools in promoting territory brand. The subject of research is the city brand. To achieve objectives of this study, the authors used content analysis and survey, including field work. Groups, communities and pages dedicated to Nizhny Novgorod in Facebook were exposed to content analysis. For the analysis of the obtained data, the authors used the software package Excel and SPSS Statistics. Based on the collected data, the authors concluded that Social Media Marketing is an effective brand promotion tool. Social Media Marketing should be included in the territory promotion programme. This programme should be created by the city government. Interpreting the study results, it is necessary to take into account that using Facebook as a platform to promote the territory brand; the authors do not exclude the possibility of using other social networks to achieve the same objective.
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Mañosca, Mariel Kathrine, Allyssa Kyla Poyaoan, and Jake Vitug. "Impact of Content Marketing on the Brand Image of Selected Unilever's Personal Care Brands through the Social Media." Journal of Business and Management Studies 4, no. 1 (February 4, 2022): 107–14. http://dx.doi.org/10.32996/jbms.2022.4.1.13.

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This article justifies the importance of digital content to Unilever's personal care brands. It is essential to have a perspective on the impact of content marketing on the brand image of the selected personal care brands through social media. This study aims to find out whether content marketing has a positive or negative impact on the brand image of selected brands on their respective social media platforms. The objective will be supported by a quantitative research design using surveys as the main instrument for data gathering. This study will target approximately 271 respondents, ages 18 to 30 years old, residing in Quezon City, Caloocan, and Manila. Moreover, they are the chosen respondents because they belong to the age group and generation considered active and present on most social media platforms. The quantitative data to be collected will be analyzed using the recommended statistical treatments: weighted mean, standard deviation, T-test, frequency, and percentage distribution.
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Dissertations / Theses on the topic "BRAND- MARKETING- SOCIAL MEDIA- CITY"

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Caufield, Kristopher. "Analyzing the effects of brand mascots on social media: Johnson City Power Board case study." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/honors/40.

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This paper examines the effects of a brand character or mascot on the brand and social media interactions. A case study was conducted on the recent introduction of Johnson City Power Board's new mascot Will Power. Facebook statistics were used to determine the amount of interaction certain posts received on the Johnson City Power Board's Facebook Page. Will Power posts received more interactions than any other topic for the Power Board.
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Botros, Shadi, and Yacoub Said. "LUXURIOUS BRAND AND SOCIAL MEDIA : Luxurious brands marketing strategies in social media." Thesis, Mälardalens högskola, Industriell ekonomi och organisation, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54454.

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Date: 2021/06/03 Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Shadi Botros, Yacoub Said (87/07/24) (95/01/01) Title: LUXURIOUS BRAND AND SOCIAL MEDIA Tutor: Edward Gillmore Keywords: Luxury brands, Social media marketing activities, Brand perceptions, Brand awareness, Purchase intention. Research questions: What are the outcomes of social media marketing used by luxury brands, brand awareness and brand perception, on purchase attention? Purpose: The purpose of this research is to study if social media marketing can have an effect on luxuries brands perception in consumers mind and if social media can influence consumers purchase intention. Method: This study is following a quantitative approach by using statistical methods to test the hypothesis. Conclusion: Luxury brands are considered as exclusive and expensive brands. Social media is a mass communication tool that is usually used to reach a broad segment of consumers. The authors found out through the gathered data that consumers are aware about the brand and they perceive the brand as a luxury brand. However, consumers were not only relying on the official home page of the brand to obtain information.
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Jaber, Julia, and Gabriella Lundvall. "Social media marketing - An insight on companies’ brand communities on social media." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31257.

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Bengtsson, Therese, and Daniel Håkansson. "Real-time marketing effects on brand in social media." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28628.

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Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendations on how to, according to us, best practice RTM-advertising on social media today. Theoretical framework: The theoretical framework consists of the essentials of brand equity and the importance of having a strong brand, as well as the emerging of a digital marketing platform and how it affect how companies perform marketing activities today. Further the theoretical framework covers the basic of social media and development of RTM. Considering RTM being a new phenomenon, previous scientific theories on the subjects are limited. Method: The research is based on a triangulation, a combination of both qualitative and quantitative research methods. This was made to get a broad perspective on the subject with viewpoints from both experts and consumers. The qualitative part consisted of five interviews with experts in the field of marketing as well as online observations of real-time marketing activities. The quantitative part consisted of a survey with 296 responses. Conclusions: The conclusions made in this research is that RTM is an effective and attractive way of creating social media marketing if made according to the following guidelines: 1) Build content on up-to-date news, so called newsjacking, 2) Be selective on what events to work on to make sure they are in alignment with your brand personality, 3) Use weather related happenings to build real-time content that is relevant and geographically on target, and 4) Interact with other brands and start a two way conversation. However, advertising in real-time may jeopardize how the brand is perceived by its consumers, since it may 1) Confuse the consumers, a luxury brand may for example come off as too mainstream, 2) Be misunderstood, considering the lack of time to plan and reconsider, and 3) Have the brand come out as Page 3 of 76 unauthentic, if the real-time content fail to reach high engagement, making it look dull and unattractive. Lastly, events have shown to have an impact on the effectiveness of the real-time advertisement, since 1) It provides brand with a short-cut to creating content that people are talking about, 2) Events are easy to plan beforehand, and 3) Events often open up to unpredicted happenings that consumers want to talk about, creating a so called opportunistic real-time opportunity.
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Pitt, Christine. "B2B brand engagement in social media: The employee's perspective." Master's thesis, University of Cape Town, 2017. http://hdl.handle.net/11427/25061.

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Brand engagement, or the process of how customers and other stakeholders form emotional or rational attachments to brands has garnered considerable attention in the marketing literature in recent years. Brand engagement is important because it is a construct strongly related to brand equity, or in simple terms the "value of the brand". Recently, the nature of brand engagement has also changed significantly because of the advent of social media. Not only do users of these social media share personal information with each other, they also comment on, contribute to, and share opinions on the brands that engage them. While the literature is extensive on brand engagement and social media, most of the emphasis is on customers, rather than other stakeholders such as employees, suppliers, and investors. Moreover, the research focuses almost entirely on consumers, the customers of business-to-consumer firms, rather than on the industrial and organizational customers of business-to-business (B2B) firms or their stakeholders. Only very recently have scholars begun to explore both customer and employee engagement and their effects on firm performance in both the business-to-consumer and business-to-business arenas. The research presented in this dissertation attempts to grow the literature in two ways. First, it focuses on brand engagement in business-to-business firms rather than business-to-consumer; second, it does this by studying a stakeholder group other than customers, namely, employees. Moreover, it does this through the employee lens, rather than the lens of the firm; in other words it explores how employees engage with firms rather than how firms engage with their employees. The study utilizes an exploratory research design focusing on qualitative data. The data consist of job reviews posted by employees of B2B firms on the social medium Glassdoor.com. Glassdoor.com collects company reviews and real salaries from employees of a range of organizations and displays them anonymously, and users are also able to rate their employees on a five-star scale. The firms chosen were based on a ranking study by the research firm Brandwatch, and were split into two groups, namely the 30 top ranked firms, and the 30 bottom ranked firms. These reviews were then analyzed, using Hart's theory of word choice and verbal tone, in DICTION, the content analysis software. The results indicate that there are significant differences between top ranked and bottom ranked firms, and also between top rated and bottom rated firms. Employees of top ranked firms are significantly more optimistic in their reviews, while employees of bottom ranked firms express significantly more certainty, activity and realism. There are no significant differences with regard to commonality. With regard to firm ratings, the employees of highly rated firms are significantly more optimistic, while employees of low rated firms score significantly more on all the other dimensions of word choice and verbal tone. The employees of top ranked firms are significantly less insistent in their reviews but display significantly more embellishment, variety and complexity. Similarly, in the case of firm ratings, highly rated reviews are significantly less insistent, but exhibit significantly more embellishment, variety and complexity. The thesis contributes to academic knowledge in four ways. First, it is the first study to consider brand engagement in the business-to-business environment from an employee perspective. Second, the study contributes by providing a perspective on brand engagement from two sides, namely highly ranked B2B companies and low ranked B2B companies, as well as highly rated B2B companies and low rated B2B companies. It highlights the differences between these two groups with regard to brand engagement. Furthermore, it permits a focus on the differences between employees who rate an employer brand high versus those that rate it low, regardless of how the brand is ranked independently. Stated differently, in a brand engagement context, the study identifies specific dimensions or calculated variables that distinguish high and low rankings and ratings. Third, this is the first study that examines employee brand engagement using Hart's theory of word choice and verbal tone. This means that it employs a robust means of comparing pieces of text, or in this particular case, the text resulting from an employee's review and rating of an employer, as a proxy for employee brand engagement. Fourth, this study is the first to use the DICTION content analysis software to examine employee brand engagement in a business-to-business context. It demonstrates DICTION's ability to operationalize Hart's five dimensions of text, and the calculated variables, as well as confirming DICTION's capacity to handle very large text files. The study also has implications for marketing managers, and for brand executives in the business-to-business arena specifically. First, it enables managers to identify the most important dimensions of brand engagement according to Hart's theory, when employee reviews are posted on social media. When managers are able to discern which dimensions figure prominently in the most highly regarded brands according to employees, they can begin to formulate strategies that might enable them to develop these dimensions in their own environment. Likewise, when they are able to distinguish the dimensions that mark the least highly regarded brands, or the dimensions that occasion negative reviews, they will be able to develop strategies that enable their firms to overcome these effects. Second, the use of data such as that available on Glassdoor will allows managers to compare the nature of their brand engagement to others, such as competitors or firms they wish to benchmark against, and to develop strategies that will enable them to shift their level of brand engagement over time. Third, the results of the study reinforce the notion that brands and human capital are more important and interlinked than most managers acknowledge. The management of these two assets therefore requires more than occasional attention; rather, they should become part of regular organizational brand strategy.
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Kljucanin, Nermin, Said Shahbazi, and Pouyan Pourjanekikhani. "Social Media Marketing : Social media impact on brand awareness in the case of Husqvarna Sverige's customers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18413.

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The purpose of this thesis is to understand how brand awareness among customers is created and maintained through the use of social media as a marketing tool.The web does not only provide people to socialize and share and receive information among friends and family online, it is also a powerful marketing tool and marketing place where the customer can interact with other customers and firms. Social media has made it possible for customer to choose on their own when and where they want to receive information. The customers do not have to visit a firm's homepage; they can instead interact withother customers that have experienced a specific product or brand via the social media channels. Hence social media channels are environments where the customers set the rules and WOM makes or breaks the product.We used a mixed method approach. To gather our empirical data we used a questionnaire which we did send out to Facebookusers whom likes Husqvarna Sverige's page to answer about their perceptions of Husqvarna and their social media activity. We did also an interview with Anna Lindman, project manager at Husqvarna.Social media marketing is successful when online activities, relationship marketing and brand awareness are used in conjunction. All these parts are connected to each other and haveto be fulfilled if a firm wants to be successful in social media. This will influence the customer’s purchasing behavior andcould lead to an increase of sales (Miller & Lamas, 2010). The respondents answer from the questionnaire show that Husqvarna needs to be more active and participating online.
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Bedón, Salazar Andrea Jimena, and Guzmán Ariana Dora Ríos. "Elementos del social media marketing, el brand awareness y su relación con el brand loyalty." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655792.

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El objetivo de esta investigación es analizar los elementos del social media marketing, el brand awareness y su relación con el brand loyalty en el Perú. La población de interés para la investigación consistirá en mujeres y hombres millennials de 20 a 25 años que son usuarios regulares de la red social Facebook, además estos deberán interactuar frecuentemente con las publicaciones de las páginas que siguen. El método de investigación para el presente trabajo tendrá un enfoque cuantitativo de carácter concluyente y los datos de la investigación se obtendrán a través de cuestionarios en línea compartidos en las redes sociales. Para el análisis de estos datos se utilizará el programa SPSS haciendo análisis bivariados desde correlaciones y multivariados a partir de ecuaciones estructurales.
The objective of this research is to analyze the elements of social media marketing, brand awareness and its relation with brand loyalty in Peru. The population of interest for the research will consist of millennial women and men between the ages of 20 and 25 who are regular users of the social network Facebook, and they must also frequently interact with the publications of the pages they follow. The research method for this work will have a conclusive quantitative approach and the research data will be obtained through online surveys shared on social networks. For the analysis of these data, the SPSS program will be used, making bivariate analyzes from correlations and multivariates from structural equations.
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Hunsicker, Adam M. "Small Business Owners' Consumer Brand Engagement Strategies in Social Media." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7391.

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Since 2004, the economic relevance of small to medium-sized enterprises (SMEs) in the United States has steadily declined while large-scale enterprises' contributions have increased. Large-scale enterprises have maximized opportunities to engage consumers through social media and have created competitive advantages compared to SMEs. The purpose of this multiple case study was to explore the social media consumer brand engagement strategies leaders of SMEs used to positively affect their brands' equity. Relationship marketing and customer relationship management provided the conceptual framework for the study. Data were collected through interviews with 8 craft brewery business owners in the Southeastern United States and content collected from the social media pages of each business. Data were analyzed using within-case and cross-case techniques. Themes that emerged from data analysis included the cost-benefit of social media over traditional marketing platforms, the significance of establishing and maintaining relationships, and the importance of constant and continuous contact with customers. SME leaders may benefit from the results of this study by furthering their knowledge and understanding of social media consumer engagement strategies that positively impact brand equity. Findings may provide owners of small businesses with strategies that may result in social and economic benefits including new employment opportunities, increased revenue, and economic stability in local communities.
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Gårlin, Pehr, Max Johansson, and Rickard Rehnström. "Marketing a brand in social media : A case study with Hide-a-lite." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-16108.

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Visser, Ilze. "Impact of social media on the brand image of a higher education institution." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1011274.

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Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Institutions (HEIs) to improve their brand image. The primary objective of this research was to evaluate and empirically test the impact of selected Brand identity variables (Brand reputation, Brand relevance, Brand personality, Brand performance and Brand relationship) on the Brand image of a HEI, through the use of social media. The focus was on the impact of social media (Facebook) on the brand image of a Higher Education Institution (HEI), namely the Nelson Mandela Metropolitan University (NMMU), which was used as the sample for this study.
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Books on the topic "BRAND- MARKETING- SOCIAL MEDIA- CITY"

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Messenger, Lisa. Social media to boost your brand. Australia Square, NSW: Messenger Group, 2012.

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Computer-mediated marketing strategies: Social media and online brand communities. Hershey, PA: Business Science Reference, 2015.

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Young, Antony. Brand media strategy: Integrated communications planning in the digital era. New York, NY: Palgrave Macmillan, 2014.

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W, Jugenheimer Donald, ed. Advertising media planning: A brand management approach. 2nd ed. Armonk, N.Y: M.E. Sharpe, Inc., 2008.

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W, Jugenheimer Donald, ed. Advertising Media Planning: A Brand Management Approach. Armonk, N.Y: M.E. Sharpe, 2004.

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Going social: Excite customers, generate buzz, and energize your brand with the power of social media. New York: American Management Association, 2013.

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J, Emerson B., ed. The Tasti D-Lite way: Social media marketing lessons for building loyalty and a brand customers crave. New York: McGraw-Hill, 2013.

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C, Havens John, ed. Tactical transparency: How leaders can leverage social media to maximize value and build their brand. San Francisco: Jossey-Bass, 2009.

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Vicari Haddock, Serena, ed. Brand-building: the creative city. Florence: Firenze University Press, 2010. http://dx.doi.org/10.36253/978-88-8453-540-5.

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The aim of this book is to contribute to a critical assessment of the literature on the creative city and to a clarification of some of the many questions that remain unanswered. It is a collection of essays which, in the first part, addresses concepts and theories of urban development, city marketing and branding, presented as a framework in which the discourse of the creative city is embedded. In the second part, four case studies of cities considered to be emblematic of cultural industries (Manchester, Berlin, Dublin, and a comparative study of Milan and London) serve to illustrate the social production of creativity in specific urban contexts.
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Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks). New York: McGraw-Hill, 2011.

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Book chapters on the topic "BRAND- MARKETING- SOCIAL MEDIA- CITY"

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Schulze, Sonja. "Social Media Marketing in der Konsumgüterbranche." In Brand Evolution, 491–510. Wiesbaden: Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6913-2_28.

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Anderson, Eric. "Kapferer’s Prism and the Shifting Ground of Brand Identity." In Social Media Marketing, 141–64. Berlin, Heidelberg: Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-642-13299-5_8.

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Christov, Alexander, Verena Hausmann, and Sue Williams. "Measuring brand awareness, campaign evaluation and web analytics." In Digital and Social Media Marketing, 296–316. Second edition. | Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429280689-16.

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Sharma, Radhika, Vandana Ahuja, and Shirin Alavi. "Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping." In Digital and Social Media Marketing, 67–81. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-24374-6_5.

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Trefzger, Timm F., and Domenique Dünfelder. "Unleash Your Brand! Using Social Media as a Marketing Tool in Academia." In Social Computing and Social Media, 449–60. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-39910-2_42.

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Zou, Yueming. "Social Media Review: The Impact of Social on Brand-Consumer Relationships." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 624. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_230.

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Rodriguez-Moran, Monica. "Emotional Connection: The Importance of the Brand Voice in Social Media for Global Growth." In Digital and Social Media Marketing, 305–12. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-24374-6_23.

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Weitzl, Wolfgang, Ardion Beldad, Sabine Einwiller, and Robert Zniva. "Creating Brand Performance with Social Media: An Abstract." In Marketing at the Confluence between Entertainment and Analytics, 1329. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_261.

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Machado, Evelin, and Sandra Miranda. "The Impact of Social Media Communication on Personal Brand Management." In Marketing and Smart Technologies, 405–13. Singapore: Springer Singapore, 2022. http://dx.doi.org/10.1007/978-981-16-9272-7_33.

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Munnukka, Juha, Heikki Karjaluoto, Tommi Mahlamäki, and Ville Hokkanen. "Effects of Social Media on Consumers’ Sports Brand Experiences and Loyalty." In Creating Marketing Magic and Innovative Future Marketing Trends, 1051–64. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_194.

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Conference papers on the topic "BRAND- MARKETING- SOCIAL MEDIA- CITY"

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Hutagalung, Bongsu, and Syafrizal Helmi Situmorang. "The Effect Of Social Media Marketing On Value Equity, Brand Equity And Relationship Equity On Young Entrepreneurs In Medan City." In 1st Economics and Business International Conference 2017 (EBIC 2017). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/ebic-17.2018.84.

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Purwanto, Wahyu Rusdiyanto, and Isti Kistiananingsih. "How Does Social Media Marketing Increase Brand Awareness." In the 2nd International Conference. New York, New York, USA: ACM Press, 2019. http://dx.doi.org/10.1145/3358528.3358534.

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Shan, Yaning. "Social Media and Brand Integration Marketing in China." In 1st International Symposium on Innovative Management and Economics (ISIME 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210803.080.

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Ramesh, Ms Sanjhana. "Social Media Influencers and Their Impact on Brand Marketing." In International Conference On Contemporary Researches in Engineering, Science, Management & Arts, 2020. Bonfring, 2020. http://dx.doi.org/10.9756/bp2020.1002/47.

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Sung, Yongjun, Jung-Ah Lee, Sejung Marina Choi, and Eunice Kim. "#ME AND BRAND: UNDERSTANDING THE BRAND-SELFIE POSTERS ON SOCIAL MEDIA." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.02.02.03.

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"Traditional corporate brand marketing communication strategy in the new media era." In 2018 1st International Conference on Education, Art, Management and Social Sciences. Clausius Scientific Press, 2018. http://dx.doi.org/10.23977/eamss.2018.055.

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Wu, Yingqiang, Zeping Tong, Chaojie Liu, and Yuchuan Xiao. "Research on the Impact of We Media Marketing on Brand Communication." In 2018 2nd International Conference on Management, Education and Social Science (ICMESS 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icmess-18.2018.67.

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Kusumasondjaja, Sony. "DEVELOPING SOCIAL-MEDIA BASED CONSUMER BRAND RELATIONSHIPS: COMPARING GOODS AND SERVICE BRANDS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.02.05.02.

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Khan, Danish Ahmad, Tehreen Arif, and Mariam Danish. "EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY WITH SPECIAL REFERENCE TO ACADEMIC INSTITUTIONS”." In 40th International Academic Conference, Stockholm. International Institute of Social and Economic Sciences, 2018. http://dx.doi.org/10.20472/iac.2018.040.030.

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Zhang, Haixin, Yali Zhang, Anastasiia Ryzhkova, Chrissie Diane Tan, and Feng Li. "Social Media Marketing Activities and Customers' Purchase Intention: The Mediating Effect of Brand Image." In 2019 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2019. http://dx.doi.org/10.1109/ieem44572.2019.8978520.

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Reports on the topic "BRAND- MARKETING- SOCIAL MEDIA- CITY"

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The female condom: Dynamics of use in urban Zimbabwe. Population Council, 2002. http://dx.doi.org/10.31899/hiv2002.1001.

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In July 1997, Population Services International (PSI), at the request of the Zimbabwe National AIDS Coordination Programme, launched a social marketing program for the female condom in Zimbabwe. The campaign's intended audience was women in long-term relationships. To avoid the stigma associated with condoms and the prevention of sexually transmitted infections, PSI marketed the female condom as a family planning product under the brand name Care™. Approximately one year after the start of the female condom social marketing campaign, the Horizons Program and PSI conducted a descriptive, cross-sectional study of female condom users, male condom users, and nonusers of either barrier method. At the time of the study, the female condom was being marketed in urban Zimbabwe through radio, TV, and print media, and sold through selected sales outlets, including pharmacies, large supermarkets, and convenience stores at a subsidized price. As stated in this brief, the goal of this research was to increase understanding of the patterns and dynamics of female condom use to inform policymakers and program planners involved in decisions about promotion and distribution of the female condom in Zimbabwe.
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