YEDITEPE UNIVERSITY INSTITUTE OF SOCIAL SCIENCES

THE IMPACT OF CUSTOMER BASED BRAND EQUITY ON THE

OPERATIONAL PERFORMANCE F OF THE FAST MOVING CONSUMER
GOODS COMPANIES (FMCG)

Gülşah Altun

Advisor

Asst. Prof. Dr. Aslı Kuşçu Submitted to the Graduate Institute of Social Sciences

In partial fulfillment of the requirements for the degree of

Master of Business Administration

Istanbul, June,2019

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T.C.

YEDITEPE UNIVERSITY

INSTITUTE OF SOCIAL SCIENCES

………………………………………………………………………………………

……………………………………………………………………………………….

……………………………………………………………………………………….

Approved by:

(Supervisor)

..........................................................................................

Date of Approval by the Administrative Council of the Institute

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LIST OF ABBREVIATIONS

FMCG : Fast Moving Consumer Goods

IMC : Integrated Marketing Communication

CBBE : Customer Based Brand Equity

WOM : Word of Mouth

E-WOM : Electronic Word of Mouth

SEM : Search Engine Marketing

SEO : Search Engine Optimization

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TABLE OF CONTENTS

LIST OF ABBRECIATIONS………………………………………….....................i

LIST OF FIGURES…………………………………………………………………x

LIST OF TABLES…………………………………………………………………xi

ACKNOWLEDGEMENT………………………………………………………..xiii

ABSTRACT……………………………………………………………………....xiv

ÖZET……………………………………………………………………………....xv

1.INTRODUCTION………………………………………………………………...1

1.1 Problem Background…………………………………………………....4

1.2 Problem Formulation……………………………………………………6

1.3 Research Problems………………………………………………………7

2. INTEGRATED MARKETING COMMUNICATION DIGITAL MARKETING

AND SOCIAL MEDIA…………………………………………………………......7

2.1 Defitions and Theoretical Framework………………………………......7

2.1.1 Integrated Marketing Communication…………………………

7

2.2 Online Advertising……………………………………………………..10

2.2.1 Social Media Marketing……………………………………...10

2.2.1.1 E-Word of Mouth…………………………………..15

2.2.1.2 Customer Engagement…………………………..…17

2.2.1.3 Brand Exposure………………………………….....18

2.2.1.4 Result of E-Word of Mounth-Customer Engagement-

Brand Exposure…………………………………………….19

2.2.2 Brands on Social Media………………………………………

20

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 2.2.2.1 Brand Image…………………………….………….20

2.2.2.2 Brand Attitude……………………………………...22

2.2.3 Mobile Advertising…………………………………………..23

2.2.3.1 Search Engine Marketing…………………………..23

2.2.3.2 Search Engine

Optimization………………………..24

2.2.3.3 Email
Advertising…………………………………..25

2.2.3.4 The Future of E-

Commerce………………………...26

2.3 Digital Marketing and Social Media……………………………………………

29

2.3.1 Social Media and

Branding…………………………………………..29

2.3.2 The Purpose of Using Social Media to Create Brand

Awareness…….32

2.3.3 Online Brand Experience………………………………………….....32

2.3.4 Digital Marketing

Strategy…………………………………………...33

2.3.5 Digital Media as an Engagement Channel……………………………

34

3. CUSTOMER BASED BRAND EQUITY………………………………………

38

3.1 Definiton of Customer Based Brand Equity……………………………

38

3.2 Fast Moving Consumer Goods…………………………………………

40

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 3.3 The Dimensions of Brand Equity In The FMCG
Industry…………......42

3.3.1 Brand
Loyalty………………………………………………...42

3.3.1.1 The Relationship of Marketing and

Loyalty……......43

3.3.2 Brand
Awareness…………………………………………......45

3.3.3 Brand Perceived Quality……………………………………..46

3.3.4 Brand Associations…………………………………………..48

3.3.5 The Studies Conducted About Customer Based Brand

Equity………………………………………………………………48

4. RELATIONSHIP BETWEEN INTEGRATED MARKETING

COMMUNICATION AND CUSTOMER BASED BRAND EQUITY FROM
FMCG SECTOR PERSPECTIVE…………………………………………………
49

4.1 Brand and Branding In General, Branding In Fast Moving Consumer

Goods Sector…………………………………………………………….....49

4.2 What is the brand portfolia

management?...............................................51

4.3 What does social media mean to the

marketers?......................................53

4.3.1 Social Media Marketing for FMCG Brands

………………….53

4.3.2 Digital Engagement in FMCG Sector……………………......56

4.4 Firm Created and User Generated Social Media Brand

Communication…………………………………………………………….57

4.5 Social Media Brand Communication Impact on CBBE

Dimensions.......58
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 4.5.1 Brand
Awareness…………………………………………......59

4.5.2 Brand
Loyalty………………………………………………...59

4.5.3 Brand
Associations…………………………………………...60

4.5.4 Perceived Quality…………………………………………….60

4.6 Disciplines Involved in The Study of Consumer

Behaviour………........60

4.6.1 Psychology……………………………………………….......61

4.6.2
Sociology…………………………………………………......61

4.7 Brand Purchase Intention………………………………………………62

4.8 The Key Strategies…………………………………………………......63

4.9 Case Study

No.1……………………………………………………......66

4.10 FMCG Companies in The

USA……………………………………….68

5.
SUMMARY……………………………………………………………………..69

6. FRAME OF
REFERENCE……………………………………………………...70

7. RESEARCH METHOD…………………………………………………………
73

7.1 Research
Design………………………………………………………..74

7.1.1 Sampling……………………………………………………..75

7.1.2 Data Collection………………………………………………76

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 8. FINDINGS………………………………………………………………………
76

8.1 Descriptive Analysis…………………………………………………...76

8.2 Data Analysis…………………………………………………………..78

8.2.1 Operational Performance of Online Marketing in FMCG

Products Factor
Analysis…………………………………………...78

8.2.2 Testing of
Hypotheses………………………………………..84

8.2.3 Regression Analysis………………………………………….85

8.2.3.1 Simple Linear Regrassion Between Social Media and

Brand
Equity………………………………………………..88

8.2.3.2 Simple Linear Regression Between Brand Image and

Brand Equity
……………………………………………….91

9. DISCUSSION AND
CONCLUSION……………………………………….......93

10. LIMITATION………………………………………………………………….94

11. FURTHER
STUDIES………………………………………………………….95

REFERENCES…………………………………………………………………….95

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LIST OF FIGURES

Figure 2.1 Top searched&selling classification in e-commerce in Turkey..........................28

Figure 2.2 Social Media Metric............................................................................................30
Figure 2.3 Digital Media Ecosystem.....................................................................................36
Figure 3.1 – Brand Equity Dimensions.................................................................................40
Figure 3.2 – Brand Loyalty Dimensions................................................................................45
Figure 4.1 Research Model..................................................................................................73

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LIST OF TABLES

Table 7.1: Constructs in the study and their sources...........................................................75

Table 8: The descriptive analysis of respondents................................................................77
Table 8.1: KMO and Barlett’s Test Result............................................................................78
Table 8.2.: Reliability statistics – Cronbach’s Alpha Value..................................................79
Table 8.2.1: Total Variance Explained.................................................................................79
Table 8.2.2: Rotated Component Matrix.............................................................................81
Table 8.2.3: Regression analysis summary table of social media and brand image...........85
Table 8.2.3.1: Multiple Linear Regression of Brand Image with Customer Engagement,
Brand Exp and Ewom...........................................................................................................87
Table 8.2.3: Regression analysis summary table of social media and brand equity...........88
Table 8.2.3.1 Multiple Linear Regression of Brand Equity with Customer Engagement,
Brand Exp and Ewom...........................................................................................................90
Table 8.2.3.2: Regression analysis summary table of brand equity and brand image........91
Table 8.2.3.3: Multiple Linear Regression of Purchase Intention with Brand Equity and
Brand Image.........................................................................................................................92

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ACKNOWLEDGEMENT

First of all, I am grateful to Aslı Kuşçu, who is my consultant, for his attitude
towards managing, guiding and forcing me to meet the higher criteria that help me follow
at every stage and stay in the center. Her help made this work acceptable. Endless thanks to
my family and counselors for their support and patience.

.......................

......................

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ABSTRACT
The management of consumer brand digital interactions is becoming increasingly
important and marketers rely on communicating with their customers through social media.
While it is generally accepted that contracted customers are valuable to the firm,
practitioners recognize that there is a lack of information on how to actively manage.
Despite this interest, the literature on brand participation is scarce and experimental
analyzes are still limited. Therefore, this thesis seeks to explore the premise and
consequences of online brand engagement, expand academic knowledge on the subject,
and draw conclusions for marketing practices. With the digital transformation of
businesses and industries, consumers have become more active and free when, where and
how they want to work with brands. The times when consumers passively consume
marketing messages and have to rely on product information distributed by the company
are behind this transformation. Customers are now strong and demanding market
participants who coordinate the way they perceive marketing activities.

In the present serious marketing environment, customer inclinations in the FMCG

sector are changing quickly because of the presence of various varieties, just as the
expanded awareness and information on buyers on different FMCG products accessible
available. The most significant job right now played by coordinated marketing
communication tools. This assessment was coordinated to reveal customer tendencies for
various incorporated marketing specific apparatuses in FMCG sector. The research design
arrangement utilized in the assessment contains investigate considers did by social affair
fundamental data with the assistance of sorted through surveys wanted to satisfy the
destinations of the assessment. The particular quantifiable tools utilized for data analysis
are factor analysis, dependebality test and regression analysis.The consequences of the data
analysis are displayed as tables and graphs.

Keywords: Integrated Marketing Communication, Social Media, Social Media

Content, Brand Equity,CBBE, FMCG

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ÖZET
Tüketici-marka dijital etkileşimlerinin yönetimi gittikçe önem kazanmakta ve
pazarlamacılar müşterileriyle sosyal medya üzerinden iletişim kurmaya güvenmektedirler.
Anlaşmalı müşterilerin firma için değerli olduğu genel olarak kabul edilmekle birlikte,
uygulayıcılar aktif olarak nasıl yönetileceği konusunda bilgi eksikliği olduğunu kabul
etmektedir. Bu ilgiye rağmen, marka katılımına ilişkin literatür azdır ve deneysel analizler
hala sınırlıdır. Bu nedenle, bu tez çevrimiçi marka katılımının öncüllerini ve sonuçlarını
araştırmaya, konu hakkındaki akademik bilgiyi genişletmeye ve pazarlama uygulamaları
için sonuçları çıkarmaya çalışmaktadır.İşletmelerin ve endüstrilerin dijital dönüşümüyle
birlikte, tüketiciler ne zaman, nerede ve nasıl markalarla çalışmak istedikleri konusunda
daha aktif ve özgür hale gelmiş bulunmaktadır. Tüketicilerin pasif olarak pazarlama
mesajları tükettikleri ve şirket tarafından dağıtılan ürün bilgilerine güvenmek zorunda
oldukları zamanlar bu dönüşümle geride kalmıştır. Artık müşteriler, pazarlama
etkinliklerini algılama biçimini koordine eden güçlü ve talepkar piyasa katılımcılarıdır.

Günümüzün rekabetçi pazarlama ortamında, hızlı tüketim malları sektöründeki

müşteri tercihleri, çok sayıda varyasyonun mevcudiyeti nedeniyle ve aynı zamanda
tüketicilerin piyasada mevcut çeşitli FMCG ürünlerine yönelik farkındalığı ve bilgisinin
artması nedeniyle çok hızlı bir oranda değişmektedir. Tüm bu süreçteki en önemli rol,
bütünleşik pazarlama iletişimi araçları tarafından oynanır. Bu çalışma, FMCG sektöründe
çeşitli bütünleşik pazarlama iletişimi araçlarına yönelik müşteri tercihlerini ortaya
çıkarmak için yapılmıştır. Araştırmada kullanılan araştırma tasarımı, araştırmanın
amaçlarını yerine getirmek üzere tasarlanmış yapılandırılmış anket yardımıyla birincil
verilerin toplanmasıyla gerçekleştirilen araştırmalardana araştırmalarından oluşmaktadır.
Veri analizi için kullanılan çeşitli istatistiksel araçlar, faktör analizi, güvenilirlik testi ve
regresyon analizleridir. Veri analizinin sonuçları tablo ve grafik şeklinde sunulmuştur.

Keywords: Bütünleşik Pazarlama İletişimi, Sosyal Medya, Sosyal Medya İçeriği,

Marka Değeri ,TTMD, Hızlı Tüketim Sektörü

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1.INTRODUCTION
Fast Moving Consumer GoodsMCG Industry has the most distinctive and
biggest classification in social media today. The fast-moving consumer goods (FMCG)
sector is one of the most volatile and toughest categories in which to succeed and
sometimes considered the birthplace of modern branding (Carter, 2014). Major
segments of FMCG are personal care, food and beverage, home care, tobacco and oral
care. The food segment is the leading segment in the fast moving consumer goods
industry. The tastes and preferences of customers are changing rapidly, so companies
adopt the innovative process in response to technological development to meet current
customer needs, so there are great opportunities in the industry. Having a solid online
affinity turns out to be essential for the FMCG industry, especially for customers who
are strongly dependent on social media before purchasing.[ CITATION Jos091 \l
1055 ]
The widespread use of social media and the fact that consumers spend a lot
of time on social media has attracted the attention of brands and encouraged their
marketing activities to direct their marketing activities to the internet and social
media (Eru & Close, 2019). The main idea of ringing a bell is that it can be shared
by current individuals on social media every time, at the first opportunity (Dave,
2016). For these reasons, brands try to reach their potential customers through
social media, and today many people and institutions use social media effectively.
A social transformation started with the new media that developed from the
internet crossroads, and individuals of all ages and segments were affected by this
process (Kırık, 2013: 66-67). For this reason, financial support given to social
media platforms has also increased over time. Social media continues to grow
rapidly and is spreading extremely fast by adding new content. For example,
individuals are spread over a wide area and associated with stages such as
Facebook, Twitter, Google Plus, Youtube, Pinterest, Instagram. Today, many
brands are using social networks effectively and thus gathering information
through social networks by objectively bringing observers and potential customers
together. (Oyza; Edwin, 2015)

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 Social media is a great platform as sites where individuals transfer data in
various ways. For example, Twitter is a communication site where people send short
notifications and messages to all users around the world. Facebook is again a huge
social network that empowers the sharing of different items everywhere. In fact,
Facebook makes the world a small world.[ CITATION Oyz152 \l 1055 ]
The widespread use of social media and consumers' spending a lot of time on
social media have attracted the attention of brands and encouraged them to direct their
marketing activities to the internet and social media (Eru & Yakın, 2019). Brands try to
reach both their existing and potential customers with the profiles they open on social
media.For this reason, social media is also a great opportunity to announce the efforts of
brands on sustainable consumption. Ssocial media is used effectively by many
individuals and foundations. Quick access is encouraged along these lines, and
customers can see their articles, news, thoughts, everyday situations and photos through
web-based life and reflect their perspectives with this social network. The main idea of
ringing a bell is that it can be shared by current individuals on social media every time,
at the first opportunity.[ CITATION Dav_ \l 1055 ]
Social media, which has a large area in our lives with innovations, has started to
replace other mass media. Social media was preferred more because of the points of
interest that contradict traditional media tools. With the new media developing from the
Internet junction, a social transformation has begun, and individuals of all ages and
segments have been affected by this process (Kırık, 2013: 66-67). In this way, the
online life preferred by organizations has undoubtedly become more available and
financial support devoted to social media platforms has increased over time. Today, a
large number of brands use social networks effectively, and information can be
collected through the social networks, by objectively gathering observers and potential
customers.[CITATION Oyz_ \l 1055 ]

Social media continues to grow rapidly and spreads extremely quickly by adding
new content. Throughout the stages, for example, Facebook, Twitter, Google Plus,
Youtube, Pinterest, Instagram, individuals are spread over a wide area and associated.
Social media has a solid and successful position when used correctly, since everyone
has the option to speak without any restrictions on their customers.

2
If we look at the research part of this thesis in the FMCG sector, the sector has a
normal growth rate of 11% per year. The food and beverage section is the head
and largest part of FMCG. The market share is 22% and 12%, 9% follow personal
care products. FMCG market is expected to reach $ 110.4 billion by 2020.
[ CITATION Dave_ \l 1055 ]

In the FMCG industry, a variety of specially grouped online methodologies are

used to help build better relationships with existing customers, gather brand and
customer loyalty. These frameworks are made by these segments to produce the
customer base and have an increasingly more prominent part of the overall
business. Organizations make the online interface between customers reasonably
useful as much as possible so that they can solve questions between customers in a
short time.

Internet Marketing takes up an important business area. Today, social media is

becoming famous in promotion. Since buyers currently live in the digital world,
they want to buy products through social media while shopping. In the FMCG
industry, this has been increasing significantly over the past few years. The
concept of new media has a wide range of coverage. New media incorporating all
new communication technologies; It can be defined as “environments that
generally direct existing media to transform into digital data interactively and
provide production, distribution and sharing via computers” (Manovich, 2001:
19). For the FMCG segment, there is a high development model, but they still face
several challenges in achieving their goals. When the literature is analyzed,
marketers argue that it is very important to find new customers and look for ways
to communicate with new customers. This dialogue with customers on the web is
vital and various types of social media are becoming very important (Weber,
2009).

The expansion of new marketing environments, it is dynamically difficult

for associations to pose problems for their brands. The ideal approach to eliminate
and deal with this versatile nature is to enable organizations to organize their
shopping messages and advertising efforts in all environments. Brand awareness,
which is the first step of creating brand equivalence, means that consumers are

3
aware of the existence of the brand, knowing the brand, remembering it and
keeping it in mind (Aaker, 1996: 114; Kim et al., 2008: 77). Brand awareness
enables the potential consumer to recognize and remember that a brand is a
member of a certain product class (Aaker, 1991: 61).

The mix of solving your brand messages under any circumstances,

including social media, affects the speed of business for two people and
organizations. Similarly, this research will examine the focus of social media effects
on branding (Appel et al., 2019).

Social media allows advertisements to reach the customer through this new
channel. Due to its expanding nature and partnership with enormous groups, social
media creates a chance to use this channel live and also creates a test environment for
the advertiser. For marketers in all regions, although this is the case, this review
definitely addresses the FMCG segment. The research explains the essence of social
media and why FMCG marketers understand this channel is the basis.

The digital age changes the way organizations work. The situation of the media
is quite different from that of 10 years ago. Traditional advertising media, such as TV
and magazines, reduce consumer enthusiasm. Where and how consumers talk to each
other is a significant change in innovation (Keller, 2009). Consumers seem to have
changed changes in media, stages and areas that experience an unprecedented pace of
progress (Steele et al., 2013). During this time, reaching buyers through digital media
promotes the most development area of marketing (Smith and Zook, 2011).

New technologies and adaptations are rapidly adopted by consumers. Therefore,

marketers have had to choose social media platforms to advance. The development of
the web and the web-based social network forces organizations to develop themselves
in this regard, despite the fact that traditional media keeps its place constantly. The
problems of the marketing world have grown, but budgets have remained the same
(Danaher and Dagger, 2013). The main problem for marketers is the question of
which communication channel to choose and to invest with a limited budget
(Havlena, Cardarelli, & Montigny, 2007) and (Chang & Thorson). Today, marketers
don't know exactly that (Taylor et al., 2013). The most important problem in

4
today's marketing world is how the media channels are compared in terms of
efficiency (Danaher &and Dagger, 2013).

The value of the brand increases the development power that starts later. Brand equity is
comparable between basic branded product and non-branded product, with product
characteristics, shown as capacity (Yoo, Donthu and Lee, 2000). It represents the
advantage of a positive marketing result created by a branded product that contrasts
with the non-exclusive form of a similar product. In marketing, brand equity is
approached from a customer based brand equity. The customer based brand equity,
brings together the perspective centers in the customer's mind and is clarified with ideas
such as attitude awareness and loyalty. However, it uses product market results such as
firm-based perspective, value premium, market share, the brand's relative cost and price
tag, limited permits and copyright income (Ailawadi, Lehmann, & Neslin, 2003). In
summary, there are several ways to address the idea of brand equity.

Returning to customer based brand equity, it is ensured that conceptualization and use
of customer based brand equity is to some degree increasingly difficult (Punj and
Hillyer, 2004). Brand experts have associated extraordinary significance to making and
testing brand-related structures, for instance, :

Brand Loyalty (eg Amine, 1998; Day, 1969; Jacoby & Chestnut, 1978; Yi and
Jeon, 2003),

Brand Awareness (eg Bird & Cheatnut). Ehrenberg, 1966; Greenberg, 1958;
Laurent, Kapferer, & Roussel, 1995; MacInnis, Shapiro and Mani, 1999),

Brand Associations (eg Uggla, 2004; Van Osselaer and Janiszewski, 2001),

Perceived Quality (eg, Erdem, Zhao and Valenzuela, 2004; Teas & Agarwal,
2000)

Trust (e.g. Chaudhuri and Holbrook, 2001; Delgado-Ballester, Munuera-Alema

Yn and Yagu-e-Guille, 2003; Fournier and Yao, 1997).

1.1 Problem Background

Brands shape customers’ choises so they are important and create value.
According to Aaker (1992), this value is brand equity and is based on: perceived

5
quality, brand awareness, brand loyalty, brand association and other registered
trademark assets. (Aaker,1992).

To decide how online networking affects the concept of branding, it is

important to logically address key points, online life, and questions in the
literature. Branding and branding stages are a very broad concept. In this context,
it is necessary to determine which brand will be the focus of the product produced.

The advertising industry and marketers now want to take advantage of

web-based life in addition to traditional TV advertising. This requires joining two
phenomena. These; integrated marketing communications and smart media
planning. Emerging in the 1990s, IMC has become a characteristic marketing
piece for marketers, advertisers and academic research. (Kitchen et al., 2004). We
can express a large part of IMC insights with the combination of any contact point
that may affect the brand participation of consumers. (Calder &and Malthouse,
2005).

The developments in the field of communication technologies, especially in

the 1990s and ongoing process, have significantly changed the structure of the
global economy and competition. This important change had a clear impact on
marketing activities that allowed companies to communicate with the outside
world. Strategic coordination and adaptation of marketing communication tools
has become more important and critical than ever for result-oriented companies
(Joseph, 2010). This remarkable change in communication technologies has led to
the expansion of marketing correspondence activities and marketing
correspondence components working together as a whole, namely the possibilities
of "Integrated Marketing Communication".

Although evidence of IMC's place in marketing has increased, the academic

literature suggests research focusing on:

- potential energies between the explanations behind contact (e.g Denk and
Obercker, 2009),

- the job of digital marketing as an individual marketing channel, equally as

key strategies in an IMC technique (i.e Kitchen et al., 2004),

6
 - the most effective method to join the Internet into methodologies and
marketing plans (eg Pomirleanu et al., 2013);

- How IMC relates to brand awareness and brand image, explicitly the
ampleness of IMC (Madhavaram, S., V., and McDonald, 2005)

As a result, Tthe aim of this thesis is to giveprovide evidence data abouton how
to create brand equity in FMCG industry and to obtain exploratory discoveries of IMC
techniques. This thesis clearly plans to strengthen how advanced it can be used in an
IMC technique by answering the following marketing question:

 In an IMC strategy, are digital marketing communication channels

effective in creating brand awareness and sales within the FMCG
industry?

Measuring the effects of advertising tells how advertising on every media

changes brand perceptions and enhances the intention to buy more, and supports
the development of strategies that can build better relationships with the targeted
market. Research in this area also provides advertising optimization for companies
(Havlena, Cardarelli &and Montigny, 2007). Today's tech-savvy customers are very
interested in any product, acting as the creator of brand messages, providing viral
communication and mouth of mouth communication (Kozinets, 2010). This leads to an
efficient and constructive communication between the customer and the marketer
(Deighton, 2009).

Why is IMC so critical in the 21st century? The American Association of

Advertising Agencies defines IMC as "a concept that recognizes the added value of a
comprehensive plan that evaluates the strategic roles of a variety of communication
disciplines, and combines these disciplines to provide clarity, consistency and
maximum communication impact". Jones & Schee, (2008) since the 21st century, it has
been giving companies different focus points. IMC's most incredible position is to
promote organizations 'brand equity for their own business and land the associations'
monetary exhibition with the explanation behind the brand equity. (Madhavaram and

7
McDonald, 2005).Why has IMC been so important as a correspondence in the 21st
century? Since then, it has been offering different interests to companies (Madhavaram
& McDonald, 2005). IMC's most basic incredible position is the relationship of
companies with brands helping to create brand equity and another reason behind brand
equity is that they help organizations carry out their money-related opportunities(Aaker,
1992). Brand equity is a kind of high ground for organizations (Aaker, 1992). It means a
lot to associations. (Hoeffler and Keller, 2003). There are many positive conditions to
create brand equity. It increases the communication of the consumer with the brand. It
opens the way for brand loyalty by increasing the recall of the consumer. Therefore,
brand equity is both on its own and the center of the advertisement. (Keller, 2009). Just
by definition, brand equity can be said that a brand was created for the customer and the
company. For organizations, these conditions are very critical (Hoeffler and Keller,
2003). Brand equity is a mixed idea because brand equity involves tangible and
intangible factors, determining brand equity from an objective standpoint can prove to
be difficult and will be clarified in this thesis.

1.2 Problem Formulation

The media has undergone many changes today. Therefore, users and academics
are working on how to use these changes. Although the concept of IMC developed in
the 1990s, with the improvement of internet-based life, more research is needed for
today's marketing environment and different products. Testing for companies is to find
the ideal mix of different marketing channels and discover the prediction of individual
marketing channels. Brand equity predicts the impact of IMC.

Brand equity is surrounded by various estimates: awareness, association / image,

perceived quality and loyalty will be clarified in the content of this hypothesis (Aaker,
1992). Relations are said to be rule prediction affected by correspondence
(Madhavaram, &McDonald, 2005). Also, this is just the beginning, there are gaps in
information about whether online advertising affects sales (Fulgoni and Mörn, 2009).

This rationale does not typically apply to FMCG brands characterized by low
participation. This makes it particularly interesting to examine the digital marketing
guidelines in the FMCG business.

1.3 Research Question

8
 The aim of this thesis is to give data about how to create brand equity in
FMCG industry and to obtain exploratory discoveries of IMC techniques. This thesis
clearly plans to strengthen how advanced it can be used in an IMC technique by
answering the following marketing question:

In an IMC strategy, are digital marketing communication channels effective in

creating brand awareness and sales within the FMCG industry?

2. INTEGRATED MARKETING COMMUNICATION (IMC), DIGITAL

MARKETING AND SOCIAL MEDIA
2.1 Definitions and Theoretical Framework

2.1.1 Integrated Marketing Communication (IMC)

Integrated marketing communication is a structure that affiliations use to
brand and compose their correspondence attempts. “The American Association of
Advertising Agencies” depicts IMC as "an idea that perceives the additional
estimation of a far reaching plan that assesses the strategic roles of the different
correspondence teaches and combines these orders to guarantee transparency,
consistency and most extreme correspondence impact.

As per William Stanton (2014), “IMC is an element in organisation’s

marketing mix that is used to inform, persuade and remind the market regarding the
organisation and / or its products.” (p.1)

Integrated Marketing Communication implies incorporating

advertisements, online marketing, public relations activities, direct marketing, and
different marketing devices, for example, sales campaigns to advance brands, to
contact comparable crowds. Products and administrations are supported by
effectively consolidating distinctive brand specialized devices. IMC arranged each
and every unique activity, such as publicizing, singular arrangements, deals
advancement, advertising and direct displaying.

9
 It is vital that IMC successfully discuss with its customers to maintain
relationships. You need to know how your products or administrations will benefit
your end customers. The better you advance your picture, the more obvious the
impact on the industry. The advantages of the brand must be effectively
communicated to the customer. The IMC completes correspondence within the
customer framework and encourages them to continue at various stages of the
purchasing procedure. At the same time, the association strengthens its image,
establishes a barter and continues its relationship with the customer.

According to Mihart (2012), "The Effect of Integrated Marketing

Communication on Consumer Behavior: Its Effects on Consumer Decision Making"
was analyzed (p.14). Iintegrated marketing communication (IMC) is of the opinion
that limited time tools are a continuous advance, from direct coordination to a
complex strategic procedure. In particular, the IMC works with four
extraordinary parts of the marketing mix: product, price, placement and
marketing communications.

The products sold thanks to by the help of Promotion, TV advertising

Awareness, Online advertising Awareness, Discount with FMCG companies. For
example, the most common used to attract customers is the aggregation of all IMC
tools, and these are the factors that affect the customers the most. Since these
factors are the basic and essential devices of IMC, they undertake a remarkable
job in influencing customers' purchase of FMCG products.

Second, "group approval" includes factors that provide customers with data such
as posters, brochures, slogans, sending messages via mobile phones. This factor attracts
several people. Therefore, this part has less impact on customers.

Societal is the third group for the marketing of FMCG, which means attracting
all customers through social media, creating marketing strategies that can affect the
company's purchase of FMCG products, and announcing the company's annual reports.

FMCG is the most competitive and developing divisionsector, as customers

constantly demand these products and their interest in FMCG products continues
to evolve, so companies need to develop their products to look better and unique
than their competitors. IMC tools are used by companies to make their products

10
well known and upgrade them to the target interest group. It is used to sell
advertising, limited products and other marketing tools. These tools play an
important role in the selection of an FMCG product.

With this study, it is assumed in the FMCG sector that customers' opinions about
IMC tools greatly affect the preferences of obtaining FMCG products.

Among customers, when choosing FMCG products, IMC tools are vital,
according to all accounts, but the marketer needs to take more initiatives to raise
awareness and increase awareness with more individuals than various IMC tools,
which is possible by expanding the offerings of FMCG products.

 “Defines IMC as follows: used to plan, develop, execute and evaluate

coordinated measurable, persuasive brand communication programs over time with
consumers, customers, potential customers and other targeted, relevant external and
internal audiences. a strategic business process. ” (Schultz & Kitchen, 2000).

Provides a more understandable definition for the purpose of this thesis:

“IMC speaks to each other of the promotion mix elements (advertising, public
relations, sales promotion, personal sales, direct marketing and online marketing / social
media) and other elements of the brands' marketing mix (product, location, price) in a
single voice. " (Andrew, 2013).

IMC supports the AIDA model, where it helps customers need strategies and
result in purchasing.

The AIDA model created by Elmo Levis defines the tools that every potential
customer experiences purchasing.

Awareness: building enough interest to draw attention to the existence of the

product.

Interest: sufficient interest to attract the benefits of the product or service and
encourage the buyer to do more research.

Desire: To make the features that show the image of the product interesting in
terms of brand awareness and image.

11
 Activity: To contribute to integrating the buyer with the product and creating
step-by-step activities. download brochures, choose your newsletter, join or create
content, etc.

2.2 Online AdvertisingDigital Marketing

Online advertisingDigital marketing is a form of a marketing advertising
which uses the Internet to deliver promotional marketing messages to consumers.
2.2.1 Social Media Marketing
Online advertising, also known as online marketing, Internet advertising, digital
advertising, or web advertising, is a form of marketing and advertising that uses the
Internet to send promotional marketing messages to consumers.
Online advert also called when the cyber space personal ad delivers messages to
consumer easily and attract them towards the commodities or armed forces. Public
media marketing, email selling, search engine presentation are the way en route for
meet customers. In modern days buyers use net in every aspect of their life. One more
significant area for advertisement is Brand Building, goods or else services, communal
networking sites or selling websites, banner advertisement. Effective media of publicity
is online advert easily contribute in sequence immediately which meets a customer’s
expectation (Anusha 2016)
Traditional way of commercial should be replaced by new way of electronic
advertisement like Google ad sense, text messages, Direct E-mail, which are considered
to factor which belonging available poster towards userprocure decision. To place
posistion aside of shopper in online marketing is one of a vital digits in selling scheme
(Seemawadhawan & Sweety Gupta 2016).
Social media marketing (SMM) is the use of social media websites and
social networks to market a company’s products and services. Social media
marketing provides companies with a way to reach new customers, engage with
existing customers, and promote their desired culture, mission, or tone. Also
known as "digital marketing" and "e-marketing," social media marketing has
purpose-built data analytics tools that allow marketers to track how successful
their efforts are.

12
 Social media is a variety of new online data sources made, initiated,
allocated and used by customers who need to instruct each other about products,
brands, services, personalities and issues (Blackshaw and Nazzaro, 2019).
It is characterized as a social methods for bi-directional correspondence
that facilities data sharing over web 5.0 among users inside a characterized system.
(O'Reilly, 2011) Social Media gives an online stage to individuals to find, read and
share information and content.

Customers engage themselves in many activities or behaviors beyond the

levels set for customer loyalty, such as purchasing behavior, frequency of visiting a
store, and targeted purchasing behavior. Digital media is a platform where the
customer interacts with marketers at the behavior level.

Customer engagement advocates the customer's tendency to exhibit certain

behaviors that are realized when affected by a product, service and brand. The effects of
this behavior may be in favor of or against the organization. Such behaviors include
seeking information, communicating word-of-mouth, and participating in online
discussions and opinion polls. Nonetheless, customer engagement involves all
communication through digital media, consisting of emails, blogs, online portals, social
media and online brand communities [ CITATION Doo10 \l 1055 ]. Facebook, Twitter,
YouTube and so on, supported by online communities and forums that provide
customer support called social media sites. They are the main portals where millions of
customers interact with marketers, organizations, opinion leaders and other customers
every day.

Today's tech-savvy customers are very interested in any product, acting as the
creator of brand messages, providing viral communication and mouth of mouth
communication (Kozinets, 2010). This leads to an efficient and constructive
communication between the customer and the marketer (Deighton, 2009).

In 2010, according to a review of 30 associations in the UK, the tremendous

degree of participation in social networks is seen by organizations to develop the brand
and build associations with key customers. In light of the fact that online frameworks
will replace customer insufficiencies and synergistic control of matter, it is guaranteed
to expect a significant move for later marketing. Harris and Rae believe that the

13
prosperous relationship of things to come will be connections that grasp online life and
see change as an opportunity (Harris, 2009).

“Social media is dynamic, brands that embrace this natural element of

social media often learn something about their consumers” –Tara Coomans

Organizations, such as Sony and Dell are experienced a rapid increase in

circulation through online networking. In February a year ago, Sony reported that
it had achieved $ 1.6 million in sales via Twitter. Dell reported that Twitter affinity
in June resulted in a $ 3 million increase in sales. During 2012 London Olympics,
P&G launched a short video clip campaign, expressing their gratitude to women
and their role in developing great sports icons (Gamboa, 2016). The campaign was
called "Thanks Mom" and bought thousands of shares on Facebook and received
positive feedback from these customers. As marketers gradually realize the basic
capability of social media marketing, they perform various comparable successful
stories every day. Therefore, it is essential for marketers to turn web-based social
networks into an exceptional segment and turn these ideas into creative ideas
through internet-based life ties.

Since online life is a truly new model, under-review is still available (Kaplan
& Haenlein, 2010). Clarifies the importance of web-based life stages and offers
philosophy to deal with this miracle. These systems need test support rather than
meeting in nature and are then prepared for future research.

Recently, based on most of the referenced facts, social media has provided a
fascinating space for research.

Moreover, due to the lack of previous findings, they prove important

administrative and academic interest. As Larry Weber said in his "Social web
marketing" book in 2009: "Social media is a new strategy that can change the public -
every hour, minute or even seconds. And why don't you change the brand attitude of
customers? “(p.7).

It is essential to know that the internet-based life channel is not exactly

equivalent to other marketing tools, to understand the use of various tools on social
media, especially the problems faced by FMCG brands, and to start using the ideal
approach for potential customers.

14
 FMCG offers ten key strategy that can help brand marketers adequately utilize
the social media stage to astonish buyers;

• Refine your image

• Main message

• Listen and screen

• Realize the online life tools

• Connect and lock-in

• Associate with customer truly

• Recognize and interaction influencers

• Construct customer replay organize

• Plan for long haul

• Arrange and Experiment

People spend a lot of time on the internet and the places customers prefer to deal
with brands are in the digital world (Edelman, 2016). That's why companies rely on
social media, which is a great place to participate, thanks to its interactive features.
Currently, as a social network, Facebook, Instagram, Twitter and Youtube remain the
most important social media platform.

According to Wallace (2016), the "likes" of a brand page in Instagram can

be seen as "the manifestation of brand participation". In fact, the impact of
Instagram ads on consumers' purchasing decisions is extremely important in terms
of the perception it creates. Customers are increasingly influenced by brands' web-
based life profiles (Hodis and Sashittal, 2015).

Our digital future is to enable better infrastructure and decision making to

ensure a better product standard. Social media is becoming vital step by step to
share data, process data and make meaningful results (Khalid, 2016). Social media
is creating new revolutionary ways of interaction, participation and cooperation
(Schoenmueller & Bruhn). Instead of the traditional "one-to-many"

15
communication approach, it includes users who produce content and connect with
people through "many-to-many" (Prahalad & Ramaswamy, 2004). Social media,
whose influence is increasing day by day, that has a great customer potential and
has become a part of daily life, is now the most important part of marketing goals.
Almost all businesses or e-commerce sites have accounts on popular social media
networks. Among the online networking stages, it is seen as the most used
Instagram and the most well-known SNS (Lipsman, 2012).

Social media, as the best listening condition, is also used to access the
information of people who bought FMCG brands.

• It will as a rule be best used to follow client conversations,

assessment and choices about the brand.

• Online life is in direct contact with individuals; Rather than pushing

a brand, it fills in as an unavoidable stage for understanding the necessities and
essentials of its customers.

• Online life can fill in as a phase to keep the customer 'related to' the
brand.

• Online life can not be utilized remotely to market a FMCG brand;

composed publicizing ought to be a touch of the correspondence plan.

• The online life stage can be used contrastingly by a couple of distinct

brands, so modifying and investigating various avenues regarding new
contraptions in social media is imperative.

Weber (2010) uses the enunciation "social web" as opposed to online life
and depicts social web as "an online spot where individuals with a typical strategy
can assemble to share their considerations, remarks and contemplations." Includes
informal communities like MySpace, Gather, Facebook, BlackPlanet, Eons,
LinkedIn likewise hundreds more. It joins branded web goals, such as Amazon,
Netflix and eBay. It joins endeavor zones, such as IBM, Best Buy, Cisco and
Oracle. Social web is a free media made by people or relationship on the search
engine and joins: (p.6)

16
 - Reputation aggregators: Search engines like “Google”, “Yahoo !”, “Ask
and Live”. They total territories that have the best things or associations offered,
and dependably rank things all together.

- Blogs: Online magazines where individuals can relationship with

examinations, pictures and other webpages or goals. Some show up on valuable or
corporate zones, whilst others are enabled on Blogger, Weblog, Tumblr and other
blog goals (Weber, 2009).

- Microblogs: “Twitter” is an easygoing system and microblogging

affiliation that grants customers to take a gander at and send messages known as
tweets. Tweets are content based articles of up to 140 characters appeared on the
writer's profile page and are given to endorsers known as the author's supporters.
YouTube just offers 10 billion chronicles for every month to US swarms (Weber,
2009).

2.3 Digital Marketing and Social Media

2.3.1 Social Media and Branding
It is not surprising that different associations and regulated species and
dimensions use web-based system management to monitor and react to negative
responsibilities about their relationships, brands or comments (Brown, 2010). Web-
based system management and branding should go indistinguishable. Social networking
is much cheaper than traditional marketing in terms of faster allowance and data
recovery. It also offers ways to talk about a brand and share its participation more
vividly (Chordas, 2009). It's like being a fan of online brands. But returns are not
always positive words. The consequences of negative marketing communications can be
very important for a company in most cases. In 1983, Richins concluded that 30% and
90% of disappointed customers did not expect to buy the brand again, and 34% gave
dissatisfaction to friends and family.

Despite the fact that the recently referenced research was coordinated during the
80s, it is basic to recollect that with the improvement of online life, the dispersing of
information is much more straightforward and continuously sensible for people. Of
course, purchasers not under any condition like standard systems from brands, they
partner in new ways and through different media channels. These genuine components

17
require the alteration of standard marketing methods to the new relationship among
purchasers and brands (Edelman,2011). The point of statistical surveying should
currently be customer-oriented rather than product-oriented, as beforehand. Marketers
are keen on the mindset and lead of customers and how a specific brand fits into
individuals' lives (Meehan, 2010). As can be seen, internet based life and branding are
normally interconnected, anyway there is a fascinating point. Right when an association
applies internet organizing for branding purposes, its establishment should be completed
in a brilliant and master way. This suggests be finished in a splendid and master way.
This proposes the message it sends to purchasers must be consistent, all around
delineated and productive action (Chordas, 2009). A solid brand relies upon exchange
and possibilities with your customers. The more grounded the trade, the more grounded
the brand. Social networking permits associations to get such trades more capably and
more affordable than already (Weber,2009).

Discussing the activity of social networks in building a consolidated marketing

methodology (Harris, 2009). They battle that online frameworks have improved
essentially since the beginning of newsgroups and chat rooms. For instance, Cisco has
proposed a client network that empowers customers to help them with specialized help
information through their web systems. After Cisco brought technical support on the
web, customers began to battle with each other to respond to addresses sent by various
customers. This technique will add to the arrangement of a gathering network with
comparable interests and will depend on the suggestions of different clients in the
gathering and enable them to act (Harris, 2009).

18
Figure 2.2 Social Media Metric
Source:[ CITATION Eva08 \l 1055 ]

On the off chance that we investigate the by and large utilized social media
marketing strategies as Facebook, Twitter and Instagram stand out as the best and
broadly utilized instruments.

The marketing strategies utilized in Facebook comprise of Facebook

advertisements, pages, gatherings and applications. Despite the fact that these are the
marketing techniques that Facebook offers in-house, applications can turn into a

19
significant element that has any kind of effect for the companies because of the structure
of Facebook that permits application improvement. Facebook has become a zone that
the advertising business can not disregard since it permits fans and organizations to
make fan pages inside the site, distributes advertisements on their pages as per their
profile data and is a truly reasonable mode for viral campaigns (Shih,2009).

Facebook's sharing of clients' data with advertisers through Facebook

publicizing administration empowers companies to make successful publicizing to the
intended interest group. The minimal effort of publicizing contrasted with customary
media implies that little spending organizations can arrive at their intended interest
group on Facebook (Chan, 2011).

Twitter is viewed as a medium through which numerous brands can advance

through advanced promoting. Supported advertisements show up in the Tweet stream
and in the who ought to be followed list. As indicated by Twitter, in November, there
was a notable increase in the sales and arrive at paces of the advertised brands. Twitter,
which has weaker marketing strategies than Facebook advertisements, keeps on dealing
with expanding advertising channels.

The marketing activities that can be done through Instagram mostly consist of
video and visual shares made by the companies on the pages of the products for the
promotion of the products. Interesting posts on Instagram will attract the attention of
instagram users and allow them to visit your page. Taking advantage of Instagram’s
editing feature and filters, sharing photos with different captions and distinctive
features, you can draw attention to potential customers visiting the page. By combining
different photos that may be related to the product or institution being promoted, the
company and its products can be distinguished from their counterparts. In addition,
products can be promoted to more users by using tagging and indexing, or by
sponsoring advertisements, thereby promoting websites.

2.3.2 The Purpose Of Using Social Media To Create Brand Awareness

The most important element to be mentioned is how well the followers know the
brand. So as to make brand awareness, marketers must communicate the brand to the
target customer audience without interruption. A brand with a high notoriety on the

20
Internet will be trailed by a greater audience. It is significant for the marketer to decide
the degree to which their work according to its items or administrations makes exposure
on the contrary side. Since, exposure is a factor that legitimately influences sales. An
organization's marketing representatives should screen the quantity of individuals who
follow the social media page occasionally. Right now, should be conceivable to assess
how the campaigns and advancements made after some time influence the quantity of
followers. Degree of loyalty can be estimated by the message given by the followers to
the message which a brand intends to convey to prospective customers. High customer
loyalty can only be achieved through the consumption process. Consumption is
intended to mean downloading, reading, watching or listening to digital content. The
customer cannot share his opinion about what he consumes without consuming it
[CITATION Eva10 \l 1055 ]. One of the most significant markers of high client loyalty
is how much the marketer shares his appreciation and how much his comments are liked
and shared by customers.

Marketers should be able to control which of the 3 situations, such as positive,

negative, neutral. Having the impact of the work carried out on the followers. The
simplest way to determine this is by followers' comments on the posts. In the light of the
information collected from here, the marketer may change a negative impression on a
customer and possibly make it positive by making corrections and adjustments about
the marketing process. The negative impact may be due to customers' dissatisfaction
with the product or brand. Then again, if a marketer is not communicating with the
followers sufficiently, a situation of dominance may occur. Because of all these effects
on customers and sales of the companies, social media has huge effect on brand
awareness and it’s now an efficient marketing tool which should be used effectively by
the marketers of the firms.

2.3.3 Online Brand Experience

Customers who purchase a good or service can foresee more clearly rather than
the manufacturer, as they determine what additional features should be available in that
product or service according to their needs.

Experience is a process that includes many factors together and the consumer is
one-to-one. Stimulatory features, such as the design, identity and brand package are a

21
phenomenon that affects the consumer physically, spiritually and socially. Experience is
a concept which exists in the consumer's mind and survives itself, is a personal situation
that can be recycled in the form of economic consequences (Johnston & Kong 2011).

Consumption dependent on experience has a significant spot in meeting the

requirements of individuals. For example, exposing a consumer to advertisements of a
product, participating in the event organized by the brand, visiting the website,
receiving information from another consumer who has already tried that brand, seeing
or hearing the visual and audio advertising elements of the brand. All these elements
represents the steps of the decision making process of a consumer related to brand
purchase. Customers who have used the brand, tried or learned about the brand are
exactly loyal to brand (Doyle, 2003:398).

Online brand experiences are the result of advances in data processing and
communication technologies. In other words, an online brand is a brand by being
associated with a product or having a name and symbol [ CITATION Chr08 \l 1055 ].
Just like any other equivalent brand in the real sector, the online brand has a perceived
product that is different from other products it represents. The personal perceptions of
an integrated mixture of knowledge and experience are presented as a consumer, a
certain personality presence and performance [CITATION Par85 \l 1055 ].

Represents an individual's contact with an online brand and their response to personal
experience. The concept of Online Brand Experience is derived from consumer
experience and captures the consumer's reflection of the perceived, seen and heard
characteristics of a brand [ CITATION Gen07 \l 1055 ]. Experiential results have great
importance for the online availability and efficiency of a brand, operational elements
such as the availability and functionality of an online brand, and consumers of
experiences such as entertainment. Therefore, the problem of effectively guiding the
consumer experience is one of the top topics on the agenda of the member of
managements [ CITATION Rap07 \l 1055 ].

2.3.4 Digital marketing strategy

Right now, procedure will be characterized as a complex of activities, devices
and highlights that empower the organization to accomplish its marketing targets
(Kingsnorth, 2016). To all the almost certain comprehend this term, it is basic to make

22
sense of which destinations the association needs to achieve. Overall, associations have
four rule goals [ CITATION Tep18 \l 1055 ].

1. Increase in sales: The most important measure for any profit-oriented

company is the measure of sales and income it gains. Marketing must have a decent
degree of profitability, which implies that the measure of deals must exceed the
marketing cost excessively. It is imperative to set a particular objective, which implies
that the company should aim to increase sales in a specific audience and / or geographic
market, rather than specifying that it should increase its sales by a certain percentage.

2. Improve product awareness: Another important objective determined in

marketing is to increase the interest of the customers for the new product that has been
launched or will be released for a long time.

3. Association in industry: This implies organizations expect to discover a spot

to fulfill organization officials in the business. The conceivable target "to be one of the
best 5 organizations in the FMCG market in the US”.

4.Brand Awareness: The point is that organizations see the image among the
intended interest group and increment the fame of the brand as a rule.

In general, the marketing system is reliable with these key destinations, and each
organization recognizes its objectives in an unexpected way, yet the procedures between
the organizations are the equivalent, since they need to accomplish the four targets
referenced previously.

2.3.5 Digital Media As An Engagement Channel

In line with advances in technology, customers can now connect to any product
and brand using countless channels by transforming global information into easily
accessible platforms. Each of these channels acts as a node and contributes to the
customer experience that is part of the engagement.

As smartphones and handheld devices increase in use, customers become

involved in any organization and product or brand through any device. Regardless of
the customer's behavioral stages; the customer engages himself digitally at every stage.
It should be examined whether there are pre-purchase stages, such as awareness and

23
attention, or stages of purchase after satisfaction and feedback. The following channels
serve as basic nodes for digital engagement [ CITATION Pri14 \l 1055 ].

1. Search engines where the customer looks for data about any productor
administration or brand.

2. Branded websites specifically intended to provide data about an ite mor

administration or brand.

3. Advertising in the form of banners on websites other than those belonging to

the institution.

4. Online Videos used for informational purposes and / or promotional purposes.

5. Social media sites, social networking sites, blogs, twitter and so on.

6. Use e-mail for marketing as well as to keep the customer informed of the
latest developments and publish updates from organizations.

7. Websites that review and / or indicate a product or a service or a brand.

At the point when the word interaction is utilized, it centers around social media
as a channel to draw in more clients, but social media is only part of a wider framework.
This framework consists of proprietary, paid and acquired media, which is available to
organizations as media or channels to attract customers' attention (100mph, 2012). This
can be seen by combining three into a digital ecosystem:

24
Figure 2.3 Digital Media Ecosystem

It has the option to link a product or brand and service across multiple channels,
depending on availability, necessity and convenience of choice, as to how organizations
want to contact the customer. To a large extent, social media has a more specific role
when it comes to consumer participation, since it is a combination of several key
features [ CITATION Roh13 \l 1055 ].

1. Create online content that the customer finds relevant and meaningful and
publish it on social media.

2. Ensuring that shared content can be shared and spread among the masses with
a certain flexibility in changing the message.

3. Build online communities that give customers a sense of belonging.

4. Establishing monologues and dialogues instead of one-way communication.

Recent marketing trends clearly show a change from company-to-customer interactions

to customer-to-customer interactions; this completely affects customer-customer
relations [ CITATION Fro13 \l 1055 ]. Thus, it is significant for organizations to to

25
define a customer engagement strategy that brings Digital Media together to attract
customer attention.

The following should be considered when planning a digital engagement

strategy:

1. Social Media listening: Social Media is the perfect environment for listening
to customers. It acts as a channel to comprehend what clients think and discussion about
an item or administration or brand. In addition, the number is doubled as a marketing
channel for the organization to reach its customers.

2. Community development and participation: To help customers create their

own online community, because the company's website or portal is not the only place
where customers prefer rating offers given by an organization or administration. There
is no large number of ratings on websites or portals that are not supported by the
organization. Organizations should participate in the dialogue to get an idea of what
customers think about the organization and attract more customers, visit these sites or
portals and start meeting the target customers.

3. Customer-to-customer engagement: Provide them with content that they can

share among peer groups. This content includes videos, images, emails, advergames,
and so on that can convince the customer to share and disseminate more data about an
item or administration.

4. Encouraging customers to create content: User-generated content is

sometimes more appealing to other customers because it is a personal experience factor
linked to it. Organizations should therefore seek to engage with the product or brand by
providing incentives for customers to create content.

5. Customer self-service: Providing assistance in setting up a customer service

portal where customers can forward their queries directly to technical support
personnel. Such portals are a direct line of communication if the customer has any
questions or problems.

6. Customers as part of product development: Setting up a platform where

customers can take an interest in product advancement process and giving important
contribution on the advantages and different highlights of any product.

26
2.2.2 Brands On Social Media
2.2.2.1 Brand Image
Brand image is the second segment of brand data and an idea thoroughly
examined by marketing specialists. Brand image introduces how people see the brand
and how they see uniqueness contrasted with contenders (Faircloth, 2005). The brand
image comprises of three sorts of associations and is influenced. These affiliations can
be strong, positive or exceptional. It can in like manner choose the qualification in how
clients influence brand a motivation in their responses (Keller, 1993). At the moment
that a client has a positive or unique brand image that prompts more convincing
marketing correspondence than that of contenders, it will in general be even more
adequately dealt with and in the end recognized by customers. Brand image is crucial
for purchasing practices that help individuals choose whether or not a specific brand is
itself.

The brand image depicted are on the whole includes that characterize an product
or administration [CITATION Kel931 \l 1055 ]. Brand attributes can be requested in a
few different manners. Probably the most noteworthy brand relationship identify with
brand customers and brand use characteristics. These attributes have and effect the
brand character. As referenced above, brand character is a principal portion of brand
information and is moreover a noteworthy bit of brand image. Brand personality
exhibits the brand itself. Thusly, the brand can be portrayed as earnest, energetic and
empowering. All these brand character attributes can in like manner impact the
estimations, choices and feelings that the brand gathers (Keller,1993). This reality
makes the brand characteristics and especially personality attributes immovably related
to the creation of positive brand perspectives.

The following classification likewise shows the advantages of branding

associations. Basically, the focal points can be divided into three key parts: experiential,

27
functional and symbolic. Experiential interests express how to use the brand; Functional
is often subject to utilitarian points of use of a particular product or management, and its
representative advantages explain us feelings and pioneering by using social approval,
broadening trust, or just using the brand or way of use of the customer (Keller, 1993).

Marketing research far and wide uncovers that consumers' recognitions and
desires for brands are not constrained to the utilitarian highlights and favorable
circumstances of branded products or administrations. It frequently incorporates
supposed "brand image", ie non-functional traits (counting a lot of human attributes,
likewise called "brand character"). Marketers are attempting to fortify consumers'
perceptions and position their brands better to mirror a superior brand image.

In like way, purchasers infer brands by utilizing connecting with word identifiers
of character attributes, while marketers attempt to pull in more customers by
invigorating their recognitions and right now their brands superior to their adversaries.
As depicted by Keller, Brand image is portrayed by the impression of customers
reflected by various affiliations that are picture qualities - customer profiles, use
conditions, brand character, experiences, and values that they have as a fundamental
stress over the brand (Keller,1993).

Brand image is an important issue in consumer behavior as individuals are

positioned by brand (Dobni & Zinkhan, 1990). Marketing specialists pursue the
psychological and emotional parts of brand presence. Contemporary investigations
demonstrate that the brand image is in three measurements; cognitive, tactile and
enthusiastic parts of consumer reaction and reverberation.

• The initial segment of brand image is the emotional property that

consolidates attributes, for instance, organization, execution, agent and mental
implications.

• Emotionality, pleasant material encounters (Roberts connection requires

understanding that most research is indisputable in any case), vision, smell, sound,
contact and taste of something or synthetic, fragrance, surface, bundling, robustness or
corrosiveness of something.

• The enthusiastic part of brand image is related to brand encounters that

depend upon the client's feelings. Closeness gets energetic and great experiences among

28
clients and brands (Roberts, 2004). Exactly when buyers are content with the brand, a
long stretch comprehension is gotten [CITATION EKI17 \l 1055 ].

Image is solidly related with emotions, past experiences and nostalgia, like a
customer/reporter of Adidas formed (www.lovemarks.com):

“I love Adidas. It brings me so many memories. It also transmits a much more

real and deeply passionate image of Europe about soccer that I really like. Despite the
innovation of Adidas, he has a story, true and strong personality, and great respect for
his tradition. My Adidas is a part of me. "

2.2.2.2 Brand Attitude

Brand attitude is characterized as the client's assessment of the attitude components, and
consumer's feelings and thoughts about the brand. Ray and Rajaev (1983) argue that the
attitude towards the brand has two separate components. First, the cognitive component
influenced by beliefs about the brand. The second is the emotional component that
includes feelings such as liking the brand, loving it or feeling intimacy. If the
consumer's knowledge of brand characteristics is limited and the information processing
effort which is required to process this information about product is low, then the
relative importance of liking in determining brand attitudes increases. In other words, if
interest is low, the effect of emotions comes to the forefront in creating brand attitudes.
Communication campaigns aim to influence the emotions of the consumer, mostly
preferring emotional advertising content with little or no room for product-related
arguments. Sometimes they prefer strong arguments that describe the robustness and
superior properties of the product (Pelsmacker, Geuens and Van den Bergh, 2001). The
decisive factor here is the level of consumer interest. On the off chance that it is realized
that the degree of consumer engagement with the item is known as low, advertisements
may be made to influence the emotional component of brand attitude. Advertisements
for influencing the cognitive component may be more effective if consumer engagement
is believed to be high.

2.2.1.1 E -Word of Mouth (E-WOM)

WOM is a free form of progress where buyers inform various buyers about
brands, products or administrations. Currently, he recommends the advancement

29
of E-word-of-mouth (e-WOM), customer-based brands or items on digital
channels.

Since the product age, marketing has witnessed major changes with the
advantages of technological developments, but the 2000s have become the age of
technology and information, where new waves of technology, connections and
interactive meetings are presented. (Williams, 2019).

Although the disclosure of the Internet has changed from Word of mouth, it
has become a broad focus group where non-shy customers can present their ideas
for free, and this focus group has begun to give people ideas in the decision-making
process (Dellarocas, 2003). What makes the Internet a focus group is that in social
online network channels and virtual environments, users have common interests or
searches. On these virtual platforms, people have the opportunity to communicate
with friends, share ideas about common interests, chat, share video photos, share
ideas about products and services, also share complaints and consumer
experiences, and support / criticize advanced businesses. As a result, consumers
who participate online on a time and space basis can become active stakeholders in
the business while criticizing or supporting businesses, thereby affecting sales
efforts (Dwyer, 2007). It emphasizes the importance of marketing practitioners'
message tables, blogs, and viral brand communities, and tracks customer-managed
media as well as traditional marketing metrics. In this context, what is expected
from companies is to turn the internet usage into an advantage and to enter the
word of mouth correspondence by following the comments of the consumers, who
are called opinion leaders from internet-based sources.

Word of mouth (WOM) is a process that allows customers to share their

ideas and thoughts about a particular product, brand, or management. (Hawkins,
Best and Coney, 2004). Since WOM strongly affects customer behavior, its impact
on purchasing behavior is increasingly being an important data source. During the
following years, Ardnt (1967) described word-of-mouth correspondence as a
conversation among individuals about substances and administrations. Moreover,
the idea of electronic Word of mouth (E-WOM) has been developed. The word
electronic communication is also called the word of mouth correspondence

30
(Steerage, 2000). In a more comprehensive definition, electronic word of mouth
correspondence means that web, previous, current or potential customers share
their opinions, experiences and thoughts about products and businesses positively
or negatively[CITATION Thu04 \l 1055 ].Social media channels know each other /
e-wom, an important market power that affects consumer decision-making.
Therefore, social media (FMCG brand) marketers offer a common platform to
connect consumers with their customers at the points of sharing and
communication. As these individuals become digital, advertisers They discover the
chance to combine and use customer data to gain customers and influence them
throughout their online life.

E-wom is the best methodology for brand managers to carefully guide

customers, share their tendencies close to them, chat with them, and direct and
influence them (Ahonen & Moore, 2005). Currently, this review is examining how
FMCG brand advertisers can influence this buyer through social media.

Unlike traditional word of mouth correspondence, electronic word of mouth

correspondence has become a measurable and observable process produced in
web-based applications such as forums, blogs, comment sites, social networks,
newsgroups. It is rapidly spreading in the form of large sharing. In this context,
made their information, ideas and thoughts more active in online channels
(Hennig-Thurau et al). Positive or negative-based participation in the Word of
mouth communication process falls into eight categories: helping work, revenge,
giving advice, reducing anxiety, self-worth as a smart customer, creating product
participation and negativities, and positive advice (Sundaram, Mitra and Webster,
1998). The focus of these distinctions is the sharing of ideas and experiences
naturally. As stated by Evans (2008), social media which is a chat environment
becomes a common process base where data is created, shared, and changed. It
becomes a forum where collaborative processes are based on existing market
dialogues, businesses, customers, consumer communities and corporate networks,
and the obligation of businesses to collaborate with their customers as the
beginning of the transformation. As stated in the beginning of the transformation
strategy, when the minds of its customers are listened with a collaborative
marketing approach, it arises by gaining the marketing prediction (Prahalad &

31
Ramaswamy, 2004). In this approach, by drawing attention to a distinction; “The
business cooperates with the customer in creating value and becoming a
competitor in creating economic value” (Consumer-Produced Media (CGM),
2004). The starting point of this distinction is spreading to customers' web data
sources, providing information about brands, managements, and open topics.

2.2.1.2 Customer Engagement

Online consumer engagement is becoming one of the interesting topics in the
academic field with the widespread use of online life. Online Consumer Engagement is
one of the three most researched items on topics, as noted by data from the Institute of
Marketing Science, which conducts research to address gaps between hypothetical
marketing research and market rehearsals.

Regarding social media, Online Consumer Engagement refers to a mix of

scientific and passionate communication that characterizes the logical and brand-related
mental conditions of customers (Hollebeek, 2011). Participation is about customers' true
feelings about brands (Asylum, 2011). In this sense, consumers are more ready to
present and recommend their preferred brands to others which are substances or data
about the brand are evaluated, deciphered and shared. Therefore, customer engagement
is essential for positive certificates. Fascinating customers and brands create a system to
share their interests, which further enhances the brand's recall. Memories affect the
brand, brand approval and control positively.

According to Sprout Social (2016), 86 percent of web-based customers are

required to follow the brands on social media. In order to follow brands socially, the
focus activities that connect with individuals, the excitement they feel for products and
administrations, are their excitement and essences about brand development. In any
case, following a brand is not about direct interest. As stated by Haven, support consists
of four parts: investment, communication, proximity and impact, such as time and
search keywords (support), descriptions, speech and surveys (link), following sensitivity
(honesty), assessments and item sharing (sway).

Today, an individual reliably forms the basis for 116 minutes through web-based
system management, and this number should increase as more steps are taken. Asano,
(2017), the rise of online life, brand marketing and correspondence methodology is

32
definitely changing. Online life licenses the creation and modification of electronic
applications, which are based on the ideological and mechanical foundations of Web
5.0, to come together and to be transferred to the content (Kaplan & Haenlein, 2010).
Online life makes it a remarkable region where brands can reach and work together with
their buyers.

Consumer collaboration is one of the greatest goals of a brand's quality in

internet-based life. Social media is changing the way people are interested in online life
stages and motivation to participate in internet-based life. Some spend almost no time,
others can take hours. Customer interest can be explained with participation (Muntinga,
2011). As stated by researchers, customers' three brand-related online brand activities
that are consuming content, contributing, and creating content. Consumers, records,
pictures, descriptions, discussions etc. are about the brand consuming features.
Contributing represents the event, defined by a top-level brand where customers
participate and benefit the product. (Item marks, branded discussions, etc.) As a result,
contributing is a definitive activity related to the brand that the user adds to the content
created by the consumer by distributing, transferring and composing (Muntinga, 2011).

Shortly, Online Consumer Engagement is the repeated interaction of the

consumer with the company over the internet as a result of strong emotional,
psychological ties and physical investments beyond loyalty based on rational reasons
that are discount, ease of payment, etc. These interactions take place through the liking,
sharing and interpretation of companies' shares by consumers.

Today, the importance of social media for strong marketing correspondence is

always considered important by organizations and is the second of promotional tools
(Mangold, Foulds,2009). People create 33% of their energy through a web-based
network environment (Lang, 2019). Social media, which can be described as a
combination of web-based technologies, includes online magazines, microblogs, video-
photo sharing sites, and open social networks that can reach consumers at any time
(Harris, 2009).

2.2.1.3 Brand Exposure

Brand exposure is the introduction of a brand with the concentrated on
clients to achieve the organization's objectives. Exposure is about affirmation. It

33
alludes to a condition that grants people to survey various cases even more
decidedly if they are revealed often and reliably. (Joshua Ken, 2012).

It is a potential hypothesis to portray brand exposure comparable to brand

awareness: as followers are introduced to a brand on social media, brand
awareness will increase.

It is important to relate a brand for the right reasons rather than the wrong
brands. How well a product is known can be defined by a chosen platform and
evaluated or preferred by consumers. (Aaker 1996: 17; Keller 1993: 10)

Rather than, social networking sites grant rehashed appear, brands need to think
about what substance and how much substance is distributed. Brand awareness
can be extended through a fitting marketing system, anyway the most grounded
brands are overseen for key mindfulness as opposed to general awareness. (Aaker
1996:17; Keller 1993:10)

2.2.1.4. Result of E-wom Customer Engagement Brand Exposure

Brand awareness implies the capacity of consumers to perceive a brand

(recognize the brand and the past encoder) and recollect (brand build from
memory). According to advertising theories, awareness is one of the first stages of
consumers' purchasing processes or travels. Awareness is related to the
information search phase in which consumers think of potential brands or
products that can meet their internal and external needs or desires. Awareness is
significant for the achievement of the brand. Unless customers know about a
brand, they can not buy brand products.

Accordingly, brands need to ensure that customers know their opinions

through various marketing strategies.

It is seen three factors related to web-based life that definitely affect brand
awareness. These are loyalty to the brand, electronic mouthpiece and customer
(Shojaee & Azman, 2012). As it is quickly clarified, it recommends the
presentation of a brand that focuses on the customer to improve the validation of
normal interest. Electronic word of mouth (e-WOM) is a kind of free progress
where buyers share brands, products and associations with different customers. In

34
addition, customer commitment is about loyalties and feelings to brands that affect
the usability of buyers and introduces a brand to different buyers.

Social media offers incredible potential in brand defense. Especially social

media stages, Facebook and Instagram make a moderate promotion among
customers who choose to follow a brand. Following a brand expresses the
excitement of a brand and shows that some awareness has been applied (Sprout
Social, 2016). Brands follow their supporters routinely by making a brand-related
item that are brand articles to mark the relevant item.

The awareness of the customers of a brand is focused, as it is seen as one of

the standard descriptions behind the purchase of the brand and its products.
Because of the use of social media, the sensitivity and transparency of brands, it
has been seen as an incredible possibility to increase brand awareness in general.
Generally speaking, social media structures encourage brands to think more
consciously than before on social media assets and marketing practices. In order to
publicize assets especially to awareness, it is essential to value the potential
consequences of affecting brand awareness with limited assets.

Brand awareness can be influenced by the online network, focusing on three

components: brand exposure, word of mouth (E-WOM), and customer
engagement. In particular, brand exposure among target users may be affected by
a group of exercises. For example, routinely post comments on Facebook and
Instagram; ask students to use the #brandname tag to collect the amount of words
on Instagram; using hashtags to increase target users or naming region or working
in collaboration with specific social business visionaries or non-competitor brands
to encourage fans to find the local and destinations requested through the CTA
and also using the electronic mouth to mouth method. E-WOM can be supported.
For example, by providing driving forces and organizing competitions, by
providing requests, by controlling, by influencers.[ CITATION Sjö17 \l 1055 ]

2.2.2 Brands On Social Media

2.2.2.1 Brand Image
Brand image is the second segment of brand data and an idea thoroughly
examined by marketing specialists. Brand image introduces how people see the brand

35
and how they see uniqueness contrasted with contenders (Faircloth, 2005). The brand
image comprises of three sorts of associations and is influenced. These affiliations can
be strong, positive or exceptional. It can in like manner choose the qualification in how
clients influence brand a motivation in their responses (Keller, 1993). At the moment
that a client has a positive or unique brand image that prompts more convincing
marketing correspondence than that of contenders, it will in general be even more
adequately dealt with and in the end recognized by customers. Brand image is crucial
for purchasing practices that help individuals choose whether or not a specific brand is
itself.

The brand image depicted are on the whole includes that characterize an product
or administration [CITATION Kel931 \l 1055 ]. Brand attributes can be requested in a
few different manners. Probably the most noteworthy brand relationship identify with
brand customers and brand use characteristics. These attributes have and effect the
brand character. As referenced above, brand character is a principal portion of brand
information and is moreover a noteworthy bit of brand image. Brand personality
exhibits the brand itself. Thusly, the brand can be portrayed as earnest, energetic and
empowering. All these brand character attributes can in like manner impact the
estimations, choices and feelings that the brand gathers (Keller,1993). This reality
makes the brand characteristics and especially personality attributes immovably related
to the creation of positive brand perspectives.

The following classification likewise shows the advantages of branding

associations. Basically, the focal points can be divided into three key parts: experiential,
functional and symbolic. Experiential interests express how to use the brand; Functional
is often subject to utilitarian points of use of a particular product or management, and its
representative advantages explain us feelings and pioneering by using social approval,
broadening trust, or just using the brand or way of use of the customer (Keller, 1993).

Marketing research far and wide uncovers that consumers' recognitions and
desires for brands are not constrained to the utilitarian highlights and favorable
circumstances of branded products or administrations. It frequently incorporates
supposed "brand image", ie non-functional traits (counting a lot of human attributes,

36
likewise called "brand character"). Marketers are attempting to fortify consumers'
perceptions and position their brands better to mirror a superior brand image.

In like way, purchasers infer brands by utilizing connecting with word identifiers
of character attributes, while marketers attempt to pull in more customers by
invigorating their recognitions and right now their brands superior to their adversaries.
As depicted by Keller, Brand image is portrayed by the impression of customers
reflected by various affiliations that are picture qualities - customer profiles, use
conditions, brand character, experiences, and values that they have as a fundamental
stress over the brand (Keller,1993).

Brand image is an important issue in consumer behavior as individuals are

positioned by brand (Dobni & Zinkhan, 1990). Marketing specialists pursue the
psychological and emotional parts of brand presence. Contemporary investigations
demonstrate that the brand image is in three measurements; cognitive, tactile and
enthusiastic parts of consumer reaction and reverberation.

• The initial segment of brand image is the emotional property that

consolidates attributes, for instance, organization, execution, agent and mental
implications.

• Emotionality, pleasant material encounters (Roberts connection requires

understanding that most research is indisputable in any case), vision, smell, sound,
contact and taste of something or synthetic, fragrance, surface, bundling, robustness or
corrosiveness of something.

• The enthusiastic part of brand image is related to brand encounters that

depend upon the client's feelings. Closeness gets energetic and great experiences among
clients and brands (Roberts, 2004). Exactly when buyers are content with the brand, a
long stretch comprehension is gotten [CITATION EKI17 \l 1055 ].

Image is solidly related with emotions, past experiences and nostalgia, like a
customer/reporter of Adidas formed (www.lovemarks.com):

“I love Adidas. It brings me so many memories. It also transmits a much more

real and deeply passionate image of Europe about soccer that I really like. Despite the

37
innovation of Adidas, he has a story, true and strong personality, and great respect for
his tradition. My Adidas is a part of me. "

2.2.2.2 Brand Attitude

Brand attitude is characterized as the client's assessment of the attitude components, and
consumer's feelings and thoughts about the brand. Ray and Rajaev (1983) argue that the
attitude towards the brand has two separate components. First, the cognitive component
influenced by beliefs about the brand. The second is the emotional component that
includes feelings such as liking the brand, loving it or feeling intimacy. If the
consumer's knowledge of brand characteristics is limited and the information processing
effort which is required to process this information about product is low, then the
relative importance of liking in determining brand attitudes increases. In other words, if
interest is low, the effect of emotions comes to the forefront in creating brand attitudes.
Communication campaigns aim to influence the emotions of the consumer, mostly
preferring emotional advertising content with little or no room for product-related
arguments. Sometimes they prefer strong arguments that describe the robustness and
superior properties of the product (Pelsmacker, Geuens and Van den Bergh, 2001). The
decisive factor here is the level of consumer interest. On the off chance that it is realized
that the degree of consumer engagement with the item is known as low, advertisements
may be made to influence the emotional component of brand attitude. Advertisements
for influencing the cognitive component may be more effective if consumer engagement
is believed to be high.

2.2.3 Mobile Advertising

2.2.3.1.Search Engine Marketing (SEM)
Search is the most significant action for Internet clients (Pavlou and Fygenson,
2006). Around half of the Internet density depends on web engines, and clients
frequently search for items and administrations. (Nielsen,2006). Despite the fact that the
calculations utilized via web engines change, driving players in the business, such as
google consider the closeness in client looked through substance and high-quality
locales in the positioning of query items (Gori and Witten, 2005). There are generally
two sorts of web engine marketing method in the field of online commerce. The first is
that the search results that are shown come to the forefront as part of the sponsored link
by advertising method. Companies pay for advertising to a search engine, allowing their

38
products to appear in the top positions in searches, or to show them separately in the
designated area. Secondly, companies make adjustments to the content of their web
sites by using search engine optimization. The companies employ many important
consultants in order to carry out these activities effectively [CITATION Del06 \l 1055 ].
Website designers who initially used systems to show only direct search-oriented results
are acknowledged that search results over time could have an impact on the branding
process [ CITATION Was06 \l 1055 ]. The reason for this is that the internet users can
obtain detailed information about the brand through the search results [CITATION
Bro \l 1055 ].

In the online sales environment and companies have discovered that brand
profiles can be improved through search engine searchings as well as direct traffic
which is generated by consumer’s clicks. In addition, many companies believe that
consumers are subject to positive branding through exposure, regardless of whether they
do not tap on the site interface which is appeared in the top of the search pages.
Increasing the branding effect is directly related to being in the top rankings, as a
company's high ranking in searches in line with the belief of many consumers depends
on the condition that it is a big and strong brand [ CITATION Noa06 \l 1055 ]. By
utilizing internet searcher marketing in blend with site design improvement procedures
in an effective and efficient way, it can make small brands more prominent than larger
brands.

For example, a company with a big brand may not have developed an activity
plan for web engine marketing due to lack of attention in this field [ CITATION
Fus05 \l 1055 ].

2.2.3.2 Search Engine Optimization (SEO)

By the rapidly developing technology, the effects of the internet on our lives are
increasing day by day. The increase in online trade and advertising activities related to
many branches of business continues. Therefore, it is important to exist in this field and
reach as many internet users as possible, in order to ensure success in the work done.
The internet, which comes to mind as the first resource used to reach the information
sought, has in a sense become the means of reaching for the consumers. If an internet
user wants to receive information about a subject but does not know the web source

39
from which he can receive the needed information, he will choose to access it using the
search engines and select one of the results that comes from the search. In fact,
numerous clients arrive at the site by composing what they are searching for in search
engines instead of entering the direct address of the website that they know the name of
it. Search engines are the means of reaching the results of a search by analyzing the
information and records obtained as a result of the searches made on any subject and
making the necessary actions to reach a result succesfully [ CITATION Row01 \l
1055 ]. However, when a subject is searched in the internet, the results generally include
the results of mostly preferred website searches by the other users. Search engines,
which are the main reason for streaming on the Internet, provide a solution for people
who do not now precisely what source they are searching for or the web address of the
source [ CITATION Row01 \l 1055 ].

Search Engine Optimization (SEO) is the name given to all of the efforts to
ensure that the websites that are associated with these related words appear as a result of
the searches made through keywords entered into the search engines. The increasing
number of web sites makes it difficult to increase the accessibility of the sites. The best
way to reach users who search for products or information on the site is to rank high in
web indexes. As a result of their search with the search engine, consumers reach two
types of links that are sponsored and organic. Organic links provide consumers the most
preferred links related to the topic they are searching for. On the other hand, sponsored
links give the advertiser advantages in a competitive environment due to the
prominence of advertiser websites.

Consumers trust organic links more than sponsored links. For this reason,
website owners prefer SEO (Search Engine Optimization) strategies to make their
natives appear higher in indexed lists.

According to Google's guidelines (2010), Search engine optimization is a change

and technical activity that provides the content of a website page of web browsers.

Search Engine Optimization methods are divided into two. These; On-page (off-
site arrangements) and off-page (techniques applied outside the site) are divided into
two categories. Correctly configuring both methods can be of great advantage in
moving up the search results.

40
 Before making these applications, it is very important to know the customer
base, to know the qualities of the market and to know about our own competencies.
Since it is not possible to make an optimization involving every word on our internet
page, it is important to select and use the five or ten most searched and preferred
keywords. In addition to this, optimization is designed according to a query where a
continuous internet user is likely to search.

SEO with on-page editing includes elements that are under the direct
management of a page administrator. A sitemap, meta tags, related links, web links,
address structure, headlines, and structured data are SEO elements that are referred to as
on-page.The SEO element which is called off-page, includes elements that are affected
by visitors, readers, and other publishers. These factors are not under the control of a
manager or publisher, but may have positive effects on the ranking top of the SERPs
and may increase visitor traffic within the website. Social networks, forums and blogs,
audiovisual media sharing, site reliability and social media communication are off-site
optimization elements in itself.

2.2.3.3 Email Advertising

E-mail advertising is very important for businesses. The completion of
advertising activities by e-mails is a method which increases the possibilty of contacting
potential customers of the companies. Therefore, the interest in conducting advertising
activities by e-mail is increasing. Thanks to the messages varying from person to
person, companies are more likely to influence the customer base being addressed. The
investigation depends on a customer survey. Because of studies directed with around
800 chose individuals who lives in India, the most significant variables that influence
client conduct are the substance of the messages and their sending recurrence
[ CITATION Ulh09 \l 1055 ].

Clearly it is a viable route for organizations to arrive at clients through email.

The most important factors for this are low cost and easy application. For marketers, e-
mail advertising is a direct means of reaching the customer. As individuals, use of e-
mail continues to spread, marketing managers of companies increase their awareness of
the impact of e-mail advertising on customers purchasing reflexes, and e-mail
advertising becomes more important.

41
 The use of the e-mail tool in advertising activities has been increasing in recent
years [ CITATION Kro08 \l 1055 ]. Forrester Research, Inc. reached a record level with
838 billion e-mails [ CITATION Kat13 \l 1055 ]. The fact that e-mail marketing can be
prepared in a very short time and its relatively cost-effectiveness has led companies to
turn to collective use. This has led to a collective transition to the e-mail method, which
is based on years of goal-setting and precise application methods, and more on trial and
error. Moreover, one of the negative consequences of the increment in the quantity of
messages was the abatement in the pace of individuals clicking and opening e-mails
[ CITATION Eps09 \l 1055 ]. In order to overcome these problems, advertisers have
had to carry out more sensitive studies within the scope of more careful selection of
target audiences, timing and determination of related results [CITATION Bro1 \l
1055 ].

E-mailing is also about the sensitivity from suppliers to customer demand.

Sensitivity refers to the fast response of the supplier to customer demand. It is one
of the five components of administration quality and influences the general client
observation or assessment of online market understanding. Numerous
examinations call attention to that there is a solid connection among affectability
and consumer loyalty, which is a significant part of administration quality.
2.2.3.4 The future of e-commerce
E-commerce and electronic commerce have the same meaning and can be used
interchangeably. The ability of all the activities of the enterprises to be carried out
electronically with the help of information, process and technology is called e-business.
As we use e-commerce in every area of our lives today, we also benefit from online
transactions in purchasing our flight tickets and making reservations.

Our use of all these services is increasing day by day. Rather than going to a
bookstore to buy books, shopping from sites such as e-bay becomes our daily routine.

“Our digital future is about enabling better productivity and decision making to
enjoy a better quality of life.”

Yacine Baroudi

E-commerce offers consumers a wide range of alternatives in the purchase of

goods and services. In addition, it allows the parties of the trade to carry out their

42
trading transactions completely in electronic environment without making one-to-one
contact. In general, although the intended use of e-commerce, the purchase and sale of
goods, the exchange of property or the service contracts provided by online shopping,
comes to mind, this is an incomplete definition. A more comprehensive definition is the
electronic communication and digital use of E-commerce. It is used to conduct business
activities by utilizing information processing technology, to establish and redefine the
value generation relationship between institutions and individuals.

About e-commerce; as per the researches, it is appeared underneath the top

searched & selling classifications in Turkey.

Figure 2.1 Top searched&selling classification in e-commerce in Turkey.

Source:https://www.slideshare.net/etiddernek/ecommerce-market-turkey
(27.06.2019)

43
 According to experts, the future of e-commerce will be even brighter in the later
parts of the 21st century. In terms of the short-term future, e-commerce is expected to
strengthen its position as an important part of sales. In addition, online shopping is
becoming an ever-increasing action in the buyer's mind. Likewise, with serious
competition in the field of internet business, it is normal to have more progress now. For
this reason, it is reliable to develop e-commerce, to progress and to develop later. The
transaction numbers of online stores are higher than the real store expenses and are
evaluated in terms of profitability. Consumer's interest in e-commerce will continue to
increase. This is because people should be limited to more jobs and homes and use their
time effectively. Today, the boom of e-commerce sales is a solid tip for the bright future
of online commerce. To attract more customers, e-businesses will focus on improving
the services they offer, increasing the attractiveness of their designs, and being more
consumer-friendly, and using the emerging modern technology more.

2.3 Digital Marketing and Social Media

2.3.1 Social Media and Branding
It is not surprising that different associations and regulated species and
dimensions use web-based system management to monitor and react to negative
responsibilities about their relationships, brands or comments (Brown, 2010). Web-
based system management and branding should go indistinguishable. Social networking
is much cheaper than traditional marketing in terms of faster allowance and data
recovery. It also offers ways to talk about a brand and share its participation more
vividly (Chordas, 2009). It's like being a fan of online brands. But returns are not
always positive words. The consequences of negative marketing communications can be
very important for a company in most cases. In 1983, Richins concluded that 30% and
90% of disappointed customers did not expect to buy the brand again, and 34% gave
dissatisfaction to friends and family.

Despite the fact that the recently referenced research was coordinated during the
80s, it is basic to recollect that with the improvement of online life, the dispersing of
information is much more straightforward and continuously sensible for people. Of

44
course, purchasers not under any condition like standard systems from brands, they
partner in new ways and through different media channels. These genuine components
require the alteration of standard marketing methods to the new relationship among
purchasers and brands (Edelman,2011). The point of statistical surveying should
currently be customer-oriented rather than product-oriented, as beforehand. Marketers
are keen on the mindset and lead of customers and how a specific brand fits into
individuals' lives (Meehan, 2010). As can be seen, internet based life and branding are
normally interconnected, anyway there is a fascinating point. Right when an association
applies internet organizing for branding purposes, its establishment should be completed
in a brilliant and master way. This suggests be finished in a splendid and master way.
This proposes the message it sends to purchasers must be consistent, all around
delineated and productive action (Chordas, 2009). A solid brand relies upon exchange
and possibilities with your customers. The more grounded the trade, the more grounded
the brand. Social networking permits associations to get such trades more capably and
more affordable than already (Weber,2009).

Discussing the activity of social networks in building a consolidated marketing

methodology (Harris, 2009). They battle that online frameworks have improved
essentially since the beginning of newsgroups and chat rooms. For instance, Cisco has
proposed a client network that empowers customers to help them with specialized help
information through their web systems. After Cisco brought technical support on the
web, customers began to battle with each other to respond to addresses sent by various
customers. This technique will add to the arrangement of a gathering network with
comparable interests and will depend on the suggestions of different clients in the
gathering and enable them to act (Harris, 2009).

45
Figure 2.2 Social Media Metric
Source:[ CITATION Eva08 \l 1055 ]

On the off chance that we investigate the by and large utilized social media
marketing strategies as Facebook, Twitter and Instagram stand out as the best and
broadly utilized instruments.

The marketing strategies utilized in Facebook comprise of Facebook

advertisements, pages, gatherings and applications. Despite the fact that these are the
marketing techniques that Facebook offers in-house, applications can turn into a

46
significant element that has any kind of effect for the companies because of the structure
of Facebook that permits application improvement. Facebook has become a zone that
the advertising business can not disregard since it permits fans and organizations to
make fan pages inside the site, distributes advertisements on their pages as per their
profile data and is a truly reasonable mode for viral campaigns (Shih,2009).

Facebook's sharing of clients' data with advertisers through Facebook

publicizing administration empowers companies to make successful publicizing to the
intended interest group. The minimal effort of publicizing contrasted with customary
media implies that little spending organizations can arrive at their intended interest
group on Facebook (Chan, 2011).

Twitter is viewed as a medium through which numerous brands can advance

through advanced promoting. Supported advertisements show up in the Tweet stream
and in the who ought to be followed list. As indicated by Twitter, in November, there
was a notable increase in the sales and arrive at paces of the advertised brands. Twitter,
which has weaker marketing strategies than Facebook advertisements, keeps on dealing
with expanding advertising channels.

The marketing activities that can be done through Instagram mostly consist of
video and visual shares made by the companies on the pages of the products for the
promotion of the products. Interesting posts on Instagram will attract the attention of
instagram users and allow them to visit your page. Taking advantage of Instagram’s
editing feature and filters, sharing photos with different captions and distinctive
features, you can draw attention to potential customers visiting the page. By combining
different photos that may be related to the product or institution being promoted, the
company and its products can be distinguished from their counterparts. In addition,
products can be promoted to more users by using tagging and indexing, or by
sponsoring advertisements, thereby promoting websites.

2.3.2 The Purpose Of Using Social Media To Create Brand Awareness

The most important element to be mentioned is how well the followers know the
brand. So as to make brand awareness, marketers must communicate the brand to the
target customer audience without interruption. A brand with a high notoriety on the

47
Internet will be trailed by a greater audience. It is significant for the marketer to decide
the degree to which their work according to its items or administrations makes exposure
on the contrary side. Since, exposure is a factor that legitimately influences sales. An
organization's marketing representatives should screen the quantity of individuals who
follow the social media page occasionally. Right now, should be conceivable to assess
how the campaigns and advancements made after some time influence the quantity of
followers. Degree of loyalty can be estimated by the message given by the followers to
the message which a brand intends to convey to prospective customers. High customer
loyalty can only be achieved through the consumption process. Consumption is
intended to mean downloading, reading, watching or listening to digital content. The
customer cannot share his opinion about what he consumes without consuming it
[CITATION Eva10 \l 1055 ]. One of the most significant markers of high client loyalty
is how much the marketer shares his appreciation and how much his comments are liked
and shared by customers.

Marketers should be able to control which of the 3 situations, such as positive,

negative, neutral. Having the impact of the work carried out on the followers. The
simplest way to determine this is by followers' comments on the posts. In the light of the
information collected from here, the marketer may change a negative impression on a
customer and possibly make it positive by making corrections and adjustments about
the marketing process. The negative impact may be due to customers' dissatisfaction
with the product or brand. Then again, if a marketer is not communicating with the
followers sufficiently, a situation of dominance may occur. Because of all these effects
on customers and sales of the companies, social media has huge effect on brand
awareness and it’s now an efficient marketing tool which should be used effectively by
the marketers of the firms.

2.3.3 Online Brand Experience

Customers who purchase a good or service can foresee more clearly rather than
the manufacturer, as they determine what additional features should be available in that
product or service according to their needs.

Experience is a process that includes many factors together and the consumer is
one-to-one. Stimulatory features, such as the design, identity and brand package are a

48
phenomenon that affects the consumer physically, spiritually and socially. Experience is
a concept which exists in the consumer's mind and survives itself, is a personal situation
that can be recycled in the form of economic consequences (Johnston & Kong 2011).

Consumption dependent on experience has a significant spot in meeting the

requirements of individuals. For example, exposing a consumer to advertisements of a
product, participating in the event organized by the brand, visiting the website,
receiving information from another consumer who has already tried that brand, seeing
or hearing the visual and audio advertising elements of the brand. All these elements
represents the steps of the decision making process of a consumer related to brand
purchase. Customers who have used the brand, tried or learned about the brand are
exactly loyal to brand (Doyle, 2003:398).

Online brand experiences are the result of advances in data processing and
communication technologies. In other words, an online brand is a brand by being
associated with a product or having a name and symbol [ CITATION Chr08 \l 1055 ].
Just like any other equivalent brand in the real sector, the online brand has a perceived
product that is different from other products it represents. The personal perceptions of
an integrated mixture of knowledge and experience are presented as a consumer, a
certain personality presence and performance [CITATION Par85 \l 1055 ].

Represents an individual's contact with an online brand and their response to personal
experience. The concept of Online Brand Experience is derived from consumer
experience and captures the consumer's reflection of the perceived, seen and heard
characteristics of a brand [ CITATION Gen07 \l 1055 ]. Experiential results have great
importance for the online availability and efficiency of a brand, operational elements
such as the availability and functionality of an online brand, and consumers of
experiences such as entertainment. Therefore, the problem of effectively guiding the
consumer experience is one of the top topics on the agenda of the member of
managements [ CITATION Rap07 \l 1055 ].

2.3.4 Digital marketing strategy

Right now, procedure will be characterized as a complex of activities, devices
and highlights that empower the organization to accomplish its marketing targets
(Kingsnorth, 2016). To all the almost certain comprehend this term, it is basic to make

49
sense of which destinations the association needs to achieve. Overall, associations have
four rule goals [ CITATION Tep18 \l 1055 ].

1. Increase in sales: The most important measure for any profit-oriented

company is the measure of sales and income it gains. Marketing must have a decent
degree of profitability, which implies that the measure of deals must exceed the
marketing cost excessively. It is imperative to set a particular objective, which implies
that the company should aim to increase sales in a specific audience and / or geographic
market, rather than specifying that it should increase its sales by a certain percentage.

2. Improve product awareness: Another important objective determined in

marketing is to increase the interest of the customers for the new product that has been
launched or will be released for a long time.

3. Association in industry: This implies organizations expect to discover a spot

to fulfill organization officials in the business. The conceivable target "to be one of the
best 5 organizations in the FMCG market in the US”.

4.Brand Awareness: The point is that organizations see the image among the
intended interest group and increment the fame of the brand as a rule.

In general, the marketing system is reliable with these key destinations, and each
organization recognizes its objectives in an unexpected way, yet the procedures between
the organizations are the equivalent, since they need to accomplish the four targets
referenced previously.

2.3.5 Digital Media As An Engagement Channel

In line with advances in technology, customers can now connect to any product
and brand using countless channels by transforming global information into easily
accessible platforms. Each of these channels acts as a node and contributes to the
customer experience that is part of the engagement.

As smartphones and handheld devices increase in use, customers become

involved in any organization and product or brand through any device. Regardless of
the customer's behavioral stages; the customer engages himself digitally at every stage.
It should be examined whether there are pre-purchase stages, such as awareness and

50
attention, or stages of purchase after satisfaction and feedback. The following channels
serve as basic nodes for digital engagement [ CITATION Pri14 \l 1055 ].

1. Search engines where the customer looks for data about any productor
administration or brand.

2. Branded websites specifically intended to provide data about an ite mor

administration or brand.

3. Advertising in the form of banners on websites other than those belonging to

the institution.

4. Online Videos used for informational purposes and / or promotional purposes.

5. Social media sites, social networking sites, blogs, twitter and so on.

6. Use e-mail for marketing as well as to keep the customer informed of the
latest developments and publish updates from organizations.

7. Websites that review and / or indicate a product or a service or a brand.

At the point when the word interaction is utilized, it centers around social media
as a channel to draw in more clients, but social media is only part of a wider framework.
This framework consists of proprietary, paid and acquired media, which is available to
organizations as media or channels to attract customers' attention (100mph, 2012). This
can be seen by combining three into a digital ecosystem:

51
Figure 2.3 Digital Media Ecosystem

It has the option to link a product or brand and service across multiple channels,
depending on availability, necessity and convenience of choice, as to how organizations
want to contact the customer. To a large extent, social media has a more specific role
when it comes to consumer participation, since it is a combination of several key
features [ CITATION Roh13 \l 1055 ].

1. Create online content that the customer finds relevant and meaningful and
publish it on social media.

2. Ensuring that shared content can be shared and spread among the masses with
a certain flexibility in changing the message.

3. Build online communities that give customers a sense of belonging.

4. Establishing monologues and dialogues instead of one-way communication.

Recent marketing trends clearly show a change from company-to-customer interactions

to customer-to-customer interactions; this completely affects customer-customer
relations [ CITATION Fro13 \l 1055 ]. Thus, it is significant for organizations to to

52
define a customer engagement strategy that brings Digital Media together to attract
customer attention.

The following should be considered when planning a digital engagement

strategy:

1. Social Media listening: Social Media is the perfect environment for listening
to customers. It acts as a channel to comprehend what clients think and discussion about
an item or administration or brand. In addition, the number is doubled as a marketing
channel for the organization to reach its customers.

2. Community development and participation: To help customers create their

own online community, because the company's website or portal is not the only place
where customers prefer rating offers given by an organization or administration. There
is no large number of ratings on websites or portals that are not supported by the
organization. Organizations should participate in the dialogue to get an idea of what
customers think about the organization and attract more customers, visit these sites or
portals and start meeting the target customers.

3. Customer-to-customer engagement: Provide them with content that they can

share among peer groups. This content includes videos, images, emails, advergames,
and so on that can convince the customer to share and disseminate more data about an
item or administration.

4. Encouraging customers to create content: User-generated content is

sometimes more appealing to other customers because it is a personal experience factor
linked to it. Organizations should therefore seek to engage with the product or brand by
providing incentives for customers to create content.

5. Customer self-service: Providing assistance in setting up a customer service

portal where customers can forward their queries directly to technical support
personnel. Such portals are a direct line of communication if the customer has any
questions or problems.

6. Customers as part of product development: Setting up a platform where

customers can take an interest in product advancement process and giving important
contribution on the advantages and different highlights of any product.

53
3. CUSTOMER BASED BRAND EQUITY
3.1 Definition Of Customer Based Brand Equity (CBBE)
Model proposes the five most remarkable brand equity estimations to date
(Aaker, 1992). The five estimations are brand awareness, brand loyalty, brand
recognition, perceived brand quality and brand associations. The last estimation is
normally of less popular and less effect for CBBE in the FMCG business, so it will be
demolished from this paper (Donthu and Yoo, 2001). These four estimations reveal the
structure of a CBBE framework for this article and will be clarified and persuaded
underneath. In the brand management value literature, there are two standard
structures that conceptualize client situatedconsumer based brand equity. Considers
the brand loyalty as "the unquestionable impact of brand information on
purchaser reaction to the marketing of the brand" (Keller, 1993). To see how
customer- oriented brand value can be made, assessed and regulated; outlines a
sifted through conceptualization of brand information (Keller, 1998). Brand
information joins two sections and is delineated as brand awareness and brand
image. Brand image is summarized as a brand impression reflected on the
perception of the buyer by the brand association (Keller,1993).

Another system is proposed, one of the most extensively recognized and far
reaching implications of brand equity (Aaker, 1992). The trademark right as the
name and symbol that adds the assets and obligations of a brand attached to a
brand to the value that a product or service provides to a firm and / or that firm
[CITATION Aak96 \l 1055 ].

They are collected into five classes: brand loyalty, brand awareness,
perceived brand quality, brand associations, and other selected brand resources.
Other selected trademark assets incorporate licenses, trademarks, and channel
associations. The fifth part is not related to buyer impression of other enrolled

54
trademark assets. In this manner, simply the underlying four estimations should
be considered as client driven brand value (Donthu and Yoo, 2001).

The possibility of customer-oriented brand value can be operationalized in

two distinct manners. Consumer perceptions (mental strategy) and consumer
behaviour (social methodology) (Silverman, Sprott and Pascal, 1998). Consumer
perceptions join brand awareness, brand associations, and perceived quality (Yoo
et al., 2000). Speak to the behavioral approach and speaks to the psychological way
to deal with manage brand equity (Keller, 1993, 1998). Brand equity is seen as
clear brand quality of both tangible and intangible components of the brand.
When the consumer thinks about the brand and holds some positive, strong and
uncommon brand relationship in memory, customer based brand equity occurs
(Kamakura and Russell, 1991). In light of the importance of five significant focuses
for describing brand rights (Kamakura and Russell, 1991).

First, brand equity strategies consumer perceptions as opposed to any goal

pointers. Second, brand equity suggests an overall worth related with a brand. Third, the
overall worth related with the brand esteems not simply from the physical pieces of the
brand but also from the brand name. Fourth, brand equity should also be associated with
the consumer. At last, brand equity positively affects monetary execution. The customer
based brand equity scale comprises of five measurements that underlie brand value:
execution, value, social image, dependability and responsibility. Brand equity is
considered as a two-dimensional structure comprising of brand force and brand equity
(Srivastava and Shocker, 1991). Brand quality incorporates brand unity and brand
equity is the increases accomplished in the brand (Lassar, 1995). Brand power makes
brand connections kept up by clients. Brand equity is the cash related consequence of
the officials' ability to utilize brand impact through key exercises to ensure present and
future advantages. Brand equity sizes contrasted with incorporates execution, esteem,
social image, reliability and commitment (Lassar, 1995).

In the structure, which looks at the different elements of the brand equity
proposed by various scientists, it is seen that all models in the long run arrive at the
model proposed [CITATION Aak91 \l 1055 ] . To reinforce the model, brand solidarity
is evaluated dependent on three developed characteristics, brand equity and hierarchical

55
solidarity. Likewise, this investigation conceptualizes brand equity as the most for the
most part recognized and complete definition subject to the model proposed
(Aaker,1991). Aaker's model enhancements the customer based brand equity very well
since it thinks about the obvious quality component (Ovidiu, Moisescu,2005). Different
researchers who recognized Aaker's revelations consolidate.

Various creators have in like manner assessed the connection between digital
marketing and brand equity; the exposures will be presented later right now a
dependably gigantic gander at the brand a persuading power in the FMCG business.

Figure 3.1 – Brand Equity Dimensions

Customer based brand equity is the quality perceived by the consumer about a
brand, the uniqueness of the associations in the value-cost relationship and the
consumer's desire to pay more for a brand(Fazio and Zanna, 1981). Customer based
brand equity basically includes dimensions such as image consistency, associations,
familiarity, brand awareness and popularity. As a result of these basic variable
dimensions, purchasing intent and purchasing behavior can be seen as the answer. If the
perception of quality arises directly as a result of experiencing a brand, this decision is
easier to remember and highly memorable (Netemeyer, et al., 2004).

Customer based brand equity has been divided perceptual and behavioral
dimensions (Coob-Walgren et al,1995). Brand awareness, brand associations and
perceived quality constitute perceptual dimensions preference and usage status make up
the behavioral dimension.

3.2 Fast Moving Consumer Goods

56
 Fast Moving Consumer Goods (FMCG) or packaged consumer products are
fast-consuming or short-term, low-cost products with short-term use. Fast Moving
Consumer Goods includes all kinds of products that can be seen on the shelves. This
includes food and beverage products, tobacco, personal care products and cleaning
materials. Shelf life of fast-moving consumer goods is short. This is due to its rapid
deterioration or aging and high demand by consumers. Fast moving consumer goods
have a short shelf life, both due to consumer demand and due to rapid aging. “It is a
group of products whose characteristics are consumed regularly from a consumer point
of view, with a relatively low price and low loyalty” [ CITATION Tiw12 \l 1055 ]. For
the manufacturer, these products are seen as a group of products with high sales revenue
and low profit margins, a wide sales network and high stock turnover.

The fast moving consumer goods (FMCG) part is one of the most capricious and
testing characterizations in which present day branding can be viewed as the beginning
(Carter, 2009). Competition is continually wild classifications at this moment. FMCG
Supply Chain is a gathering of interrelated methodology and has suppliers, creators,
collaborations expert centers, stockrooms, vendors, wholesalers and each and every
other affiliation that pass on to the end customers. It tends to be followed through sales
power movement in the market and can help accomplish an abnormal state of
dispersion. Market research, consumer investigate, product situating is the obligatory
errand of any company in this part. Advertising gathering and advancements, POS
exercises are brand awareness, preliminary, purchase and fundamental movement.
While TV advertisements are the most widely recognized, reusable arrangements,
including Internet advertisements, are accessible. It requires high spending plan,
inventive and detailed arranging.

“Nestlé, Procter and Gamble and PepsiCo are the world's biggest FMCG
organizations.”

Other FMCG organizations working in Turkey are as follows:

“Peyman, the highest growth sub-segments of the snacks market in Turkey -

dried fruits, nuts, focusing on a FMCG player.

57
 Nestle is the leading Nutrition and Health Company. (Nescafe, cafemate,
cappuccino, nesquik, chokella, crunch, palate, kitkat, nestle, plum water, nestle purelife,
etc.)

Coca cola is one of the largest global companies established by FMCG industry
leaders and Turkish investors.

Johnson & Johnson, as an FMCG company, has beauty products (Clean & Clear,
Johnson's Adults, Neutrogena, Le Petit Marseillais, baby care products (Johnson's baby)

Danone (Danissimo, active, dinette)

Coca cola (light zero)

Henkel (beauty care, laundry home care product)

Mondelēz international, is hosted many brands in Turkey. These are: jellybeans,

Milka, Toblerone.

Heinz (BBQ sauce, hot pepper sauce, Heinz ketchup, Heinz mustard, Heinz
mayonnaise)

Kelloggs Company (Coco Pops, Special K, Corn Flakes, Kellogg's Granola)

Uludag Beverage (Natural Spring Water, Sparkling Natural Mineral Water, Fruit
Flavored / Concentrated Foam Natural Mineral Water, Carbonated Soft Drinks, Energy
Drinks, Still Drinks)

There are many brands of Unilever in Turkey. Dove, Lux, Knorr, Lipton,
Magnum, Max, Cornetto, Carte d'Or, and so on.”

Since Fast Moving Consumer Goods is a part that is continually recharging itself
and is in an evolving state, there is an abnormal state of rivalry among the companies.
As a result of this competition, companies must constantly develop their products and
be open to renewal. When evaluated according to the general situation of the economy,
since the FMCG sector constitutes the main consumer goods group for consumers, it
will be less affected by the economic crises experienced or to be experienced than other
products.

The marketing of FMCGs accept a huge job in the improvement and headway of
a country, paying little regard to its size and masses. Furthermore, the improvement of

58
FMCG marketing has constantly kept alert with the nation's financial advancement
(Sarangapani and Mamatha, 2008). The FMCG region works on a very basic level at
low edges, and right now generally relies on the volume of sales (Sarangapani and
Mamatha, 2008).

Another explanation behind silent viewing is that there are really fewer
academic structures or researches to market FMCG products online.
3.3 The Dimensions Of Brand Equity In The FMCG Industry
3.3.1 Brand Loyalty
Loyalty to a brand is controlled by shoppers as a need in the purchase of a
brand (Yoo and Donthu, 2001 and Oliver, 1997). Therefore, awareness is not
sufficient to make loyalty, it must show an answer as buy. “One approach to
building loyalty is by prescribing brands to others.” (Aaker, 1996).

Maintaining loyalty is as difficult as making daily progress. Although this

seems uniquely to be expected for probability or luck, too much diligent work is
based on the presence of diligent work, diligence, consistency, solid and precise
qualities, the advancement and brilliance of quality. Each of these loyalty activities
hides behind surprising business cases.

Loyalty is normally the result of brand experiences. These experiences: buyers'

emotions, tendencies, and mental characteristics and so on.

Strong brand loyalty is at times risky and can push brand marketing and
see the ground under your feet can be difficult. Depending on the loyalty achieved,
and by focusing on standards every day and addressing brand success,
organizations can increase future chances and key parts of the entire industry and
diversity.

It classifies long-term brand loyalty as true loyalty and loyalty that reflects
the present moment. The contrast between these two types of loyalty is explained
by the consumer changing the brand he likes to buy due to the various optional
products and services offered to the customer (Jones and Sasser, 1995). There are
4 different brand loyalty. The regular buying behavior of the company can be
classified as brand loyalty in the long run, true loyalty, short-term false loyalty.
The difference between these two types of loyalty is explained by the change of the

59
brand that the buyer likes to buy, due to the various optional products and
administrations offered to the customer. The company should deliberately be alert
to competing companies' customer acquisition activities and follow different
results of the company (Kuo and Ye, 2009).

Purchasers are correct currently using differentiating smart devices to get

data or substance from digital channels and can channel the progression settled on
by advertisers when picking purchasing choices (Ahonen and Moore, Communities
Dominate Brands, 2005). Consumers will go to online provide product controls and
data while they are deciding on purchasing decisions (Kozinets, 61-72). The
propositions proposed by these variables are taken into account in the decision-
making adventure of the new consumer (Edelman, 2011). The following are the
four main stages undertaken by the consumer:

Evaluation: During the evaluation phase, the first evaluation of shoppers is

given to the product, namely to affiliates, retailers, comrades, etc.

Purchasing: At this stage, the customer can be persuaded or neutralized

depending on the openness to evaluate the item, group, and purchase the item.

Recognition, support and Bonds: The biggest progress in which the buyer
inevitably has a great relationship. In case the buyer is satisfied with the product,
it ensures that the advertiser and the brand have a loyal customer base, in any
case, if the customer is satisfied with the item, he connects with it.

3.3.1.1 The Relationship of Marketing and Loyalty

The financial accomplishment of an undertaking typically relies upon its
marketing limit. In like manner, marketing has created as an essential function for the
undertaking and is a method that incorporates imagining and satisfying client needs
where there is essential preferred advantage (Kotler and Keller, 2006). Controversial
that a significant piece of the marketing technique is inward, inventive marketing
systems and plans that quick marketing works out. Working up the right marketing
system after some time normally requires a mix of control, flexibility and progression
that organizations must adhere to expand high ground. In order to desert the test, solid
marketing data and affectability is required in marketing and decision making. The
arranging of an association, the situating of its items and organizations depends upon

60
the creation and utilization of an intelligent and forceful marketing procedure that must
comply with the general business framework.

Stimulating condition is constantly developing. These critical changes lead to

restored initiatives of marketing clinics and specialists to meet and serve the needs of
consumers. These enliven product, sales, marketing and social marketing designs, for
example, to improve different patterns leading to progress (Kotler, 2003: 17).

The aforementioned reconstructed efforts have created an increasingly focused,

exclusive, worldwide and simultaneously regulated, more innovative market. Effective
marketing requires a harmony between imagination and knowledge like never before to
master the current test-driven situation (Hair et al, 2008). Branding is developing as a
later model that gives marketers this creativity parity.

The brand image of their products is an important organization that is used to

distinguish it from competing products has three main objectives: promotion, quality
and development of new models (Sheep et al., 2008: 214).

In the lessons of the last decade, organizations see the basis of branding at these
three levels and accept the superiority of holding customers rather than scanning new
customers. Organizations see the challenge of brand loyalty.

Brand loyalty has recently emerged as a one-dimensional structure. Until

then, two-dimensional loyalty was created; The first is to measure attitude, the
other is quality behavior in the 1950s. The two-dimensional structure or composite
model, introduced by Jacoby and Chestnut in 1971, demonstrates exceptional
enthusiasm for brand and loyalty research by participating in both the attitude
and behavior structure (Rundle - Thiele, 2005).

Loyal customers are people who choose a brand or association with their
own various decisions. Customers buy more products and take them more
routinely and prescribe the brand to others as often as possible (MANTERNACH,
2010; AAKER, 1996).

At the center of every active brand is a loyal customer base. These "true
fans" appreciate the brand better, achieve it more consistently and prescribe it to
others. This phenomenon is called brand loyalty.

61
 Brand loyalty is characterized as a behavioral response and part of
psychological processes (Jacoby & Kyner, 1973). Loyalty is defined as an
important task for re-purchasing a supported product / service, regardless of
marketing initiatives that can cause situational effects (Oliver, 1999). Therefore,
brand loyalty can be depicted as a component of the attitudes and behaviors shown
in Figure 3.2;

Figure 3.2 – Brand Loyalty Dimensions

3.3.2 Brand Awareness

Brand awareness is an idea that marks the approval of an item by potential
buyers when the brand is experienced. Includes the link between brand and
product class. (Aaker, 1992) Brand awareness is the chance of a brand to be in the
customer's mind, recognition of the brand when the customer sees it, and the
possibility of remembering the brand name under various conditions (Keller,
1993).

Brand awareness is the link between a brand and its product class (Kohli,
2001). If a brand cannot find the first place in the consumer's mind when a
purchase decision is made, the remembering of that brand decreases over time and
its recognition decreases significantly. In the simplest definition, brand awareness

62
is that the customer can recognize the product of a particular brand from the class
to which it belongs and distinguish it from a list presented to it.

Brand awareness, which is a significant component of brand equity, can be

characterized as the quality of the brand's essence in the mind of the client. It can
also be defined as recognizing or remembering a potential customer. Brand
awareness levels vary between not being recognized at all in the mind of the
consumer, that is, being at the lowest level and being well known, that is, taking
first place [CITATION Aak91 \l 1055 ].

It is a great importance that a brand is recognized within a particular

product class. Accordingly, brand awareness assumes a key role in settling on a
purchase decision. High brand awareness can make a brand to be at the forefront
of other brands while comparing it in the consumer's mind. Simultaneously, it
affects brand associations to a large extent, affecting brand image and is a major
factor in the consumer's decision to purchase. Awareness likewise assumes a role
in decision-making, as it affects brand associations that shape the brand image.

Past research reveals that brands are likely to be considered by using brand
correspondence to increase brand equity. In this way, increasing the probability of
choosing a brand will encourage a shorter decision-making process (Hutter et al. ,
2013). In this regard, we accept that social media brand communication by the
company and by the user significantly affects brand awareness.

3.3.3 Brand Perceived Quality

One of the huge components of customer based brand equity is perceived
quality. Perceived quality is a clarification behind customers to make a purchase
decision and permits the product to differentiate from competing products in the
market [CITATION Pap07 \l 1055 ]. The prejudices of consumers about a product
or service can be called perceived quality. Perceived quality is not a true quality
assessment of the product. It is the judgment of consumers regarding the positive
properties of the product as a result of their experience [CITATION Par85 \l 1055 ].

After all factors have been analyzed by consumers, high quality products
will come to the fore in the purchasing stage. These purchasing preferences will

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ensure that the company's market share is higher than other products. For this
reason, companies aiming to expand their market of the overall industry need to
work towards increasing the quality perception of their products.In addition, the
perception of high quality created in consumers will allow companies to increase
their product prices. The high price policy will have a positive impact on
profitability and will enable the company to gain an advantage in the competition
in the market. The perception that the high quality product that is established in
the consumers should be high priced will allow the companies to increase their
sales [CITATION Aak \l 1055 ]. Perceived quality not only provides market share
and price advantage, but also has a great importance in increasing profitability.
Although perceived quality does not affect market share and price, it will in any
case contribute to the profitability of the enterprise. Increasing the perception of
quality will enable the company to keep its customers in hand, reduce marketing
expenses in this area and provide the company with a competitive advantage in the
market. Thanks to this decrease in costs, the company will increase its profitability
(Aaker, 2009b: 31).

Companies do not need to make extra expenses to improve product quality

because they have high quality products perceived by consumers. Therefore, high
perceived quality does not affect the company's production costs negatively.
Exactly when consumers perceive the prevalence and complexity of the brand
appeared differently in relation to different brands, high observed quality is
gotten.

"The obvious quality are 'execution' and 'judgment' ". The executive
emphasizes what the brand intends to the buyer, pushes them to think about
product quality, style, plan and cost. It states that this structure was established
through announcement, experience and moreover word of mouth communication.
The real power summarizes how a customer reacts to a brand and the buyer's own
extraordinary tendency and great value, thought, and prevalence assessment
(Keller, 2001).

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 Perceived quality watched out for its key estimation in model, since it was
acknowledged to be basic for organizations sensible high ground (framework)
(Aaker's, 1992).

It reduces the obvious danger of the customer (Aaker, 1992; Keller, 1993),
yet this estimation can be tended to as the FMCG industry is described with low
participation. It has found that apparent quality has a high association with brand
equity in the FMCG industry (Mohan and Sequeira, 2012) . Various specialists in
like manner agree that apparent quality is a critical estimation (Pappu et al;2005).

While perceived quality is considered as an important element of brand

equity, the importance of perceived quality for FMCG should be examined. The
main motivation behind why perceived quality is the basic measurement in brand
equity models strategically affects the promotion of the brand by reducing the
apparent risk (Aaker 1991; Erdem 2004; Keller 1993). Risks perceived in
administrations are higher than products. Moreover, FMCGs are seen as low-
support products. In this way, the importance of perceived nature of the FMCG
products within the brand equity should be resolved.

3.3.4 Brand Associations

Brand association is all the things that a consumer creates in his / her mind
about the brand [CITATION Aak91 \l 1055 ]. Brand association is everything that
the consumer perceives about a particular brand (Keller, 1993). Brand association
is all of the features that make sense in the minds of consumers in a particular
brand (Keller, 1998). Brand association is the value that persists in the minds of a
customer [ CITATION Kri01 \l 1055 ]. Brand associations, which can be defined as
the starting point of the decision making process of buying a brand’s product, is
the impression and ideas of consumers as a result of experiencing a brand
[ CITATION Mar04 \l 1055 ]. Brand associations refers to information that helps
consumers to make a decision to provide a product; processing, regulation and
settling in the minds of consumers[ CITATION Kwu07 \l 1055 ] Brand associations
is the bond that consumers make with their minds (Erdil and Long, 2010: 244).

Brand associations consist of direct and indirect sources. Customers' ideas,

experiences and information about the brand as a result of using the brand can be

65
given as examples directly to the sources. For indirect sources, other consumers'
comments about the brand they use, rumors circulating from ear to ear, and
information conveyed through advertising studies can be given as examples
[CITATION Bra \l 1055 ].

Bruhn et al. (2012), brand perceptions of people with respect to web based
life brand communication decidedly influence brand character. Moreover, express
that social media brand correspondence helps assemble remarkable and positive
connections in purchasers' minds [ CITATION SCH15 \l 1055 ] . In this way, we
expect that social media brand correspondence made by the company and made by
the user positively affects brand associations.

3.3.5 The Studies Conducted About Customer Based Brand Equity

Customer based brand equity is the quality perceived by the consumer about a
brand, the uniqueness of the associations in the value-cost relationship and the
consumer's desire to pay more for a brand(Fazio and Zanna, 1981). Customer based
brand equity basically includes dimensions such as image consistency, associations,
familiarity, brand awareness and popularity. As a result of these basic variable
dimensions, purchasing intent and purchasing behavior can be seen as the answer. If the
perception of quality arises directly as a result of experiencing a brand, this decision is
easier to remember and highly memorable (Netemeyer, et al., 2004).

In his study of customer based brand equity in the service sector, It is divided the
dimensions of customer based brand equity into perceptual and behavioral dimensions
(Coob-Walgren et al,1995). These; brand awareness, brand associations and perceived
quality within perceptual dimensions; preference, usage status and preference advantage
in the context of behavior preferences. Perception of customer based brand equity
dimensions is perceptual dimensions, but brand loyalty and usage status constitute
behavioral dimensions.

Yoo et al. (2000: 199) made explanations about customer based brand equity and
marketing exercises that guide these metrics. It revealed that marketing activities, for
example, value, store image, dispersibility, promotion efforts, value drops and advances
affect brand awareness, perceived quality and brand loyalty. Yoo et al. (2000: 198),

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customer based brand equity dimensions suggest Aaker to be 4-dimensional, not 3-
dimensional.

It is analyzed the proposed 3-D and 4-D brand equity models and concluded that
the 3-dimensional proposition is more accurate (Washburn & Plank, 2002). Similarly
examined customer based brand equity dimensions, and the perceived quality, brand
awareness relationship, and brand loyalty were created in three dimensions (Kim, Jin-
Sun, and Kim, 2008).

In general, the majority agree on Aaker and Keller's models, due to studies on
customer based brand equity and metrics and dimensions.

4. RELATIONSHIP BETWEEN INTEGRATED MARKETING

COMMUNICATION AND CUSTOMER BASED BRAND EQUITY FROM
FMCG SECTOR PERSPECTIVE
4.1 Brand And Branding In General, Branding In Fast Moving Consumer Goods
Sector
Brand idea and branding idea has been known for an amazing time
assignment. When in doubt, the checking is done to see the thing from different
things. The standard centrality of a brand used in brand management was figured
by the American Marketing Association in 1960 and outlined a brand as a
confining perspective.

Perceive the name as well as image, (for example, a logo, brand, or bundle
structure). It handles to see the things or associations of a merchant or social event
of venders and to isolate these item or associations from their adversaries (Aaker
1991; Bengtsson 1996). It is additionally expressed that a brand comprises of a
progression of discernments that separate its product from rivalry. Brand strength
relies upon how much these discernments are predictable, positive and shared by
shoppers. To build brand power, administrators need to shape this arrangement of
discernments in a manner that enables the intended interest group to contemplate
the brand (Aaker, 1996).

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 “The genetic code of any organization – its DNA or brand value proposition.
Just as the DNA informs every cell in an organism, a brand has to characterize and
drive every part of a business (Bolt, 2003:12)”

The American Marketing Association defines the brand as follows: "A

name, term, shape, sign, symbol, or combination of goods and services that
describe a merchant or group of sellers and aim to distinguish them from their
competitors." In spite of the fact that this definition has been criticized for being
product oriented, it has entered into the marketing literature. David Aaker
emphasizes the strategic importance of understanding the brand: "Understanding
the brand can help strategies by enriching people's perceptions and can add to
brand identity, lead the correspondence exertion, and simultaneously make brand
value.

FMCG Sector is the department with the most surprising test as a result of
its high dynamism, proximity of business sectors, the expansion of the nature of
market-branded products and the saturated proximity of the market's cost
pressure, the nature of market-branded products and cost pressure. Aperia and
Back (2004) emphasizes the importance of branding for wholesalers in the FMCG
industry; strong brands for them make deals in stores. In FMCG products, experts
are struggling with the existence of brands, undoubtedly because they are a
superior brand than usual, which keeps the pie slightly high. Among FMCG
products, shelf space testing is robust, and solid brands have a logical latitude here
(Elliott and Percy, 2007).

Perter's 5 Power Models are sectoral analysis; The current challenge in the
market depends on the research of key components such as the ability of new
competitors to enter the market, the bargaining power of suppliers, the transaction
power of buyers and the risk of substitution items.

In order to gain competitive advantage, companies must choose between the

competitive advantage based on cost or differentiation, or the scope of the product
mix to which the competitive advantage will be given. However, in countless
examples in the region, this decision alone is not enough. Companies; they can

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apply at least one to consolidate competition systems called leadership,
differentiation and focus.

4.2 What is the brand portfolio management?

Aaker and Kapferer (1991) have concentrated a great deal about this substance.
Aaker's way to deal with this field is identified with the help of an organization's
business system and its significant effect on the gainfulness of the organization. He
passes on that comprehension and dealing with the brand portfolio can be the best way
to deal with oversee both the progression of a winning business structure and its
sensible execution. The fundamental endeavor of brand advertisers is to fulfill and keep
up their fulfillment. This is the number one task. But you also want to gain new users to
grow the business. Will you do this by expanding your brand, creating products that
offer new benefits, or by adding completely new brands to your portfolio? This is a
difficult question that can mislead even the best companies and marketers.

Extending the scope of your brand to where it does not belong can be an
effective force; because this marketing tactic can probably increase your dollar. No one
will object to this situation. But when you expand your brand, you can destroy brand
equity, confuse consumers about what your brand really means. We witness many
examples of this. Is the Samsung Galaxy more powerful in the life-and-death struggle
with Apple's iPhone, as it also produces refrigerators? I do not think so. But the reason
Apple is more powerful with its iPhone is the individuality, elegance and creativity that
the Apple brand also gives Machintosh, iTunes and Apple TV. As you can see, they all
depend on each other with significant user experience. All brands in the big Apple
family support each other, and from the very beginning, the mother has made a very
good arrangement in which rules and values come to life.

The regular tendency of firms to make is to add new brands to their bodies when
they have to enter new market locales or new progression channels. This is done to
forestall clashes with region and channels that may imperil their old brands. The styles
of mergers and acquisitions during the 1990s bring various brands that supervisor are
hesitant to dispose of or scheme various brands with. As of now, size of the brand
portfolio prompts a development in unusualness (Kapferer, 2008).

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 We additionally have modern production thickness. Universal challenge offers
significance to high proficiency and low expenses and prompts the revamping of
generation units and R&D exercises. Regardless of whether the products originate from
similar industrial facilities or even from a similar production lines, huge brand
portfolios are increasingly fruitful, regardless of whether they have a place with various
segments.

The brand portfolio is depicted as a blend of brands and sub-brands of a

connection. This portfolio ought to be suitably acknowledges how to guarantee amazing
brand the board. For instance, "Procter and Gamble" and "Unilever" both have a costly
plan of brands. O'Donnell contends that an efficient brand portfolio technique ought to
be totally incorporated into the organization's plan and mixed well with monetary
factors, for example, estimating arrangements, production scale and dispersion
strategies.

“In Wikipedia, three key degrees of the portfolio are recognized:

 Corporate brand
 Umbrella brand
 Family brand

These are customer arranged brands that are used in all activities of the firm and
fuse all accomplices, purchasers, representatives, accessories and suppliers. Models are
the Virgin Group and Heinz.

Supported brands and sub-brands

These brands consolidate a parent brand that can be a corporate brand, an

umbrella brand, or a family brand on a sub-brand or individual item brand. The fact of
the matter is to build up the determined thought of the supported sub-brand as per
buyers. For example, Nestlé KitKat, Sony PlayStation.

Individual product brand

Different experts, for example, financial experts or partners, shape the structure
by its name. Procter and Gamble or Unilever's Dove Pampers for models. "

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 In a well-managed portfolio, brands and products are formed or not as a whole.
The desire to expand the scope of your brand is sometimes inevitable. However, if you
are going to do this, you should be very careful. Because you will never be the one to
position your brand; will be the consumer. In short, you can help them do what you do
or prevent them from adding positive and meaningful value to your brand. Brand
expansion is used, such as mega brand, brand umbrella, sub-brands, confusing words in
your portfolio strategy and a wide variety of terminologies. The portfolio strategy is at
the core of the above concepts: How and when can you expand your brand to attract
new consumers? There are four basic formats for the brand portfolio strategy:

1. Umbrella Brand

2. Brand Family

3. Certifying Trademark Brand

4. Allied Brand

4.3 What Does Social Media Mean To The Marketers?

The rise of online life is acknowledged by the advancement of web technologies.

With the importance of marketing correspondence, online life becomes important as an
incredible importance for marketers. Marketing activities completed on social media
also allow the organization talk to buyers on social media. Online life expands the
amount of customers and thereby increases the impact on buyers. Therefore,
organizations' advertisers need to change and adjust their methods to take advantage of
the intensity of online life right now (Chaffey and White, 2010). Of course, with low
marketing costs, online life tools have risen as a successful elective device for marketers
to reduce costs and continue to increase the importance of other marketing components.

4.3.1 Social Media Marketing for FMCG Brands

What brings together online life and FMCG brands is that both social media are
open to a careful audience and FMCG products are widely available to everyone. The
current interview shows that FMCG connections do not use gadgets to appear in their
recipients, and that FMCG connections require advertisers, brand controllers to collect
and manage their connections, especially with loyal customer bases (Gordon, 2011).
Web based system management is said to have dramatic effects in every period of the

71
consumer decision process, including affecting data, brand awareness, purchasing
behavior, and post-purchase correspondence and evaluation, such as influencing the
overall tendency and attitude of the buyer (Mangold and Faulds, 2009).

Today, customers conduct logical online researches before choosing to buy a

product or association (Kim and Ko, 2012: 1481). Social media advertising is a
withdrawal structure by the relevant brand or organization that allows them to reach out
to buyers. The online group is used as a social event. It includes a wide variety of
discussions, such as blogs, opinion sites and social networks. The sites contain a wide
variety of conversations, such as social networks. In order to direct social media
adequately and logically, it is not followed through social media marketing structures.
The business proceeds in four basic stages with the social media marketing process.
These; listening, connecting, predicting and optimizing. Listening reveals customers'
satisfaction with the product or organization, brand loyalty, product development and
new product ideas and market opportunities. It also empowers organizations to value
their customers significantly more (Dholakia and Bagozzi, 2001).

The current discussion shows the importance of FMCG companies, marketers,

brand managers, especially with loyal customer bases, to reach the consumers of FMCG
companies (Gordon, 2011). Online life is said to have dramatic effects throughout the
consumer decision making process, including influencing information such as
influencing the customer's overall decision and attitude, brand awareness, purchasing
behavior, and post-purchase correspondence and evaluation. Today, buyers are making
progressive online researches before choosing to buy a product or management (Kim &
Ko, 2012: 1481). Social media marketing is a procedure that allows customers to reach
the relevant brand, product or management. Online groups are used as real center
meetings.

It consists of a broad scope of discussion, such as blogs, evaluation sessions and

informal communities. Associations focus around social media marketing structures to
successfully and financially coordinate online networks. Associations continue with the
online life marketing process in four basic stages. These; listening, associating,
estimating and advancing. Listening reveals that customers are satisfied with the
organization, their loyalty to the brand and their opening to the market. Likewise, it

72
enables associations to grasp their customers deeper (Dholakia & Bagozzi, 2001). One
of the advantages of analyzing customers' discussions from a subjective perspective in
listening is to ensure that all relevant online discussions are supervised by establishing a
relationship of conditions and logical results in their particular situation (Miranda et al,
2016).

While optimizing the social media marketing procedure, organizations should

try to establish long-term dynamic relationships with customers. How difficult it is to
know how difficult it is to know and regulate customer needs. By raising these
correspondence efforts, organizations return to the "procedure" stage, the basic
procedure, and repeat the procedure (Dholakia and Bagozzi, 2001).

Of the dozens of product groups that are subject to marketing on social media,
food products are a product group that directly affects consumers, has an impact on
large masses and is influenced by many socio-economic and demographic factors. It has
become a common behavior to share food with friends, family or colleagues on social
networking sites. Many eating places are given in a social context, affect their eating
habits. Many studies conducted in recent years indicate that social media affects
consumers' tendency and preferences in the process of buying food products (seeing the
need, seeking and evaluating options, purchasing, evaluating experience and providing
feedback). In other words, social media has effects on consumer behavior and
motivation in various forms and levels.

Numerous investigations have been directed via social media marketing in the
food sector. Kenly, Poston (2011) received in-depth interviews with 90 food
manufacturers to show the effect of social media on firms' new product development
process. Although greater part of the companies interviewed use social media very
intensively, some are still in the process of testing this media channel with few
products. As per firms, it is underscored that the utilization of internet based life in new
product development enables businesses to make more profit, to introduce the product
to the market faster and to lower the product cost. These benefits of social media lead to
higher market share and increase in product revenues. Companies emphasized that they
exchanged information with consumers in determining new product development and
marketing strategies (Kenly & Poston, 2011).

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 In a review of the United States in 2012, consumers use social media to share
their food experiences and get food recommendations. Consumer eating habits were
determined based on family traditions and ethnicity in previous years, shopping malls in
the neighborhood were preferred and recipes were obtained from family elders or
cookbooks. Today, media, restaurants, brands and new tastes are introduced, food can
be purchased from multiple channels or online, and recipes are received from television
programs, websites, blogs or online videos. In the USA, 49% of 194.5 million adults
aged 18-64 receive information about food through social networks, and 40% receive
information via websites or blogs. Social media is an important factor in determining
the nutritional habits of consumers. While economic and high-value products are
preferred before the spread of social media, entertainment, different experiences,
quality, diversity and consumer satisfaction come to the fore. Social media provides
consumers with an environment to imagine not only images and stories, but also
sensory experiences and images, and recreate food memory. It also provides the
opportunity to access new foods in a shorter time and makes it desirable by providing a
more detailed and intimate recognition of its properties.

Today, shoppers are influenced by the web-based life channels that come to the
forefront in marketing with their traditional methods along with today's technological
developments while creating their buying behavior. Through these channels, consumers
share their ideas about the food and drinks they live in and convey them to the
environment they interact with. At this point, what companies need to do should analyze
consumer trends and update their product development and set up marketing strategies
accordingly.
4.3.2 Digital Engagement in FMCG Sector
Social media sites offer consumers / customers a way of collecting information
through information interaction about the product / service. Consumers can obtain more
information from marketing communication products and services if they communicate
with social media over traditional media. FMCG sectors exist everywhere. Thus,
marketers cannot ignore this, because buyers who emit data about items and
administrations are becoming operational (Mangold and Foulds, 2009).

The margins of FMCG products are not important, but they are very important
for companies where FMCG products are consumed so much. There are studies

74
showing that social media is effective at every stage of consumer decision making
processes. In addition, marketing is more risky for FMCG products because the
decision-making process is shorter than other products. FMCG products are easily
accessible and are available in many supermarkets. However, marketers interested in
FMCG products see web-based life as an incredible opportunity to increase their market
share. The impact of social media marketing on FMCG items was evaluated. Research
shows that FMCG brands are emotionally connected to consumers and the promotion of
a brand through word-of-mouth marketing on the social media platform is more
important.

FMCG relies on social media channels, which are part of the digital ecosystem,
to a large extent attract customers (Earnst & Young, 2013). Social media provides direct
access to the FMCG organization to keep up with the needs and wishes of its customers
and to reach product users. Since the consumer is equipped with digital technology at
their fingertips, FMCG is the most convenient method for real-time interaction with
customers.

They prefer to explore digital space before purchasing it and ask for suggestions
and comments from digital brand communities. With FMCG organizations that use
social media to interact with the customer; The customer has the advantage of directly
accessing and buying brands, so the organization has the opportunity to recognize the
customer and understand its behaviour (Virdi, 2014).

4.4 Firm Created and User generated social media brand communication
Over the past few years, social networking services have become mainstream for
many users and are turning into their daily practice (Boyd & Ellison, 2007). This
widespread and expanded impact on society broadens SNS 'business forecasts.
Accordingly, a company's SNS page is becoming an important part of its business
as an important device for some customer service functions (SCHIVINSKI and
DABROWSKI, 2015). There are numerous advantages that a company can get
from a SNS page. For example, (1) an extra correspondence channel and a
relationship with loyal users , (2) a cost reduction structure that can be used on
customer, maintenance and customer service; and (3) a tool to expand sales,
consumer loyalty, and brand image (Jang et al. 2008 ; Banks and Daus 2002).

75
Good work emphasizes the credible power of social media brand communication
produced by the user through the marketer (Goh, Heng & Lin, 2013;
SCHIVINSKI & DABROWSKI, 2015). In the light of the fact that the SNS content
created is extremely unique and simple to use, consumers become the most
important authors of brand stories (Gensler et al. 2013).

In this manner, this article gives a superior comprehension by filling the gaps
found in past studies by responding to the accompanying research question: How does
firm-created and user generated social media brand correspondence influence the size of
5 CBBE in 5 FMCGs through the most famous SNS?

4.5 Social media brand communication impact on CBBE dimensions

Online life has 484 million new customers, and it achieves an annual 21%
improvement. The new social media customers of the five countries spread most of
the annual progress rate; "China", "Indonesia", "USA", "India", "Brazil". China
has 134 million new customers, India has 55 million new web-based systems
management customers, Indonesia has 27 million, and the USA has 22 million new
customers in the past year (GlobalWebIndex). According to the Global Web
Directory, it likewise indicates that an online customer reliably spends 2 hours 19
minutes during their online life stages.

The central explanation of the customer based brand equity (CBBE) model
is that the possibility of a brand to lie in the minds of customers is the broadest
basis (Janiszewski and van Osselaer 2000). Online life, like a receiving area, is
carefully restricted by customers with its game zone, region and ordinary
structure.

CBBE building models are the subject of research according to the

literature (Aaker, 1991). Estimates dependence on CBBE to a certain extent,
including brand awareness, brand association, perceived quality and brand loyalty
(Keller & Lane, 1993). One example of CBBE's genre makes two predictions:
brand awareness and brand image. From here, brand value occurs when a
customer thinks of the brand and retains some positive, solid and exceptional

76
brand relationships in memory. Regardless, advocates a five-factor
conceptualization of executive, social image, value, reliability and responsibility
(Lassar, 1995). In addition, also includes CBBE's brand relationship predictions,
including brand perceived quality, brand loyalty and brand awareness (Yoo and
Donthu, 2001).

Past reviews show that various researchers have proposed different sizes of
CBBE that can be associated with a brand. These different CBBE estimates are
interrelated. As such, there are existing relationships between CBBE estimates
(Yoo and Donthu, 2001); development and validation of a multi-dimensional
customer based brand equity scale, All models use part of the Aaker model (1991)
in all cases. Especially broad forecasts reinforce brand awareness, brand perceived
quality, brand associations and brand loyalty. The five CBBE sizes look like the
following.

4.5.1 Brand Awareness

Businesses that actively use social media technologies increase their brand
equities with their work on users with different social media perceptions. With the
increase in the value of the brand, companies that provide brand loyalty become
permanent customers, which helps companies increase their competitiveness
against their competitors in the market in which they operate. It proves that a
customer who is in search of purchasing products in the market has the brand
awareness of the customer by purchasing the products or services of a brand from
other brands. Businesses in social media offer their products and services on many
different social networks and operate in the same area.

Social media offers a very effective environment for businesses to increase

brand awareness. By offering the positive aspects of the products and services they
offer or the quality of their superior services than their competitors, they can
reach a wide audience quickly and inexpensively. Brand awareness to be created in
the consumer mind increases with the brand image and a bond is established
between the customers and the brand. Thus, the profit rate of the companies that
created them also increases.

4.5.2 Brand Loyalty

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 Brand loyalty, it turns out that the satisfied customer bought the product of
the same brand many times after introducing the advertisements that emphasize
the superior aspects of the products offered to consumers by the social media on
social media.

Companies with advanced social media technologies keep consumer

satisfaction high and gain permanent customers. Companies that achieve brand
loyalty have a high earning power compared to their competitors. Online life plays
an important role in ensuring brand loyalty for organizations. Establishing close
relationships with customers of businesses using social media actively increases
your loyalty. By promoting the products and services of businesses to meet the
needs of the customers in the best way through social networks, customers are
provided to purchase the same product or service many times. In virtual
communities in social networks, when people connect with others or existing
businesses in the social network, a loyalty environment is provided. This
commitment can sometimes be made only once, but long-term commitment is
usually achieved by creating interactions that require continuity (Aaker 2010,
109).

4.5.3 Brand Associations

Businesses can develop brand connotations for their customers through social
media. The brand's connotation creates positive promotions and active customer
relations that the brand will realize through social networks, and positive attitudes
and ideas to emerge in the brand. Connotations to the products of the relevant
brand enable the customer to purchase the products or services offered by the
brand in the market. Businesses with high social media technologies use artificial
intelligence technologies to create brand relationships in the minds of their
customers.

4.5.4 Perceived Quality

Social media about a brand's product quality in sales affects customers'
perception positively or negatively. Perceived quality is not directly related to the
true nature of the product, it is made up of customers' own thoughts about the
quality of the product. These ideas can be shaped by promotions and

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advertisements by businesses that actively use social media. Active use of social
media technologies of businesses leads to positive subjective judgments in the
minds of its customers. As a result of the positive subjective decisions created in
the customer's mind for the product, the customer believes that the product will
benefit more from the products offered by competing brands and makes sure that
the consumer will purchase the product with the idea of the product. Companies
that establish direct relationships with their customers through web-based life can
create the perception that their product quality is highest. This perception causes
the company to be preferred by more customers than its competitors in the market
where it operates. The effects of the advertisements made by businesses through
social media enable them to communicate with enormous audiences for extremely
short periods of time.

4.6 Disciplines Involved in the Study of Consumer Behaviour

In the second 50% of the 1960s, customer behavior is often a new field of work,
with no history or research. The truth is that it is a subset of human behavior and it is
routinely difficult to draw a substitute line between consumer behavior and various
parts of human behavior. It is intensely obtained from the thoughts made in various
trainings such as psychology, sociology, social brain research, social human sciences
and financial aspects.

4.6.1 Psychology
Psychology is the examination of the individual which joins motivation,
acknowledgment, attitude and character and learning speculations. These factors are
fundamental to understanding consumer behavior and assist us with comprehend
individuals' usage needs, exercises and responses to different unique messages and
items, and how their experience and character attributes impact item tendencies.

4.6.2 Sociology
Human science is made by gatherings. At the point when individuals structure
get-togethers, their exercises are exceptional according to those of individuals when
they to a great extent work alone. The effects of gathering enrollment, family and social
class consumer behaviors are huge for taking a gander at consumer behavior.

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 1) Social psychology research is a mix of humanism and brain science and
examines how an individual functions inside the get-together. (iii) Social psychology
science is a blend of humanism and brain science and researches how an individual
functions inside the get-together. It moreover breaks down how individuals whom they
respect, for instance, peers, reference social occasions, families, and conclusion
pioneers, impact individuals in their usage behavior.

2) Cultural anthropology is the investigation of individuals in the society. It

investigates the improvement of basic convictions, qualities and customs that acquire
from parents and grandparents of people that influence purchasing and consumption
behaviour. It additionally explores and examines the outcomes among samples and
cultures.

3) Economics: An important aspect of the study of economics is to explore how

consumers spend and evaluate their funds.

Despite the fact that consumer behavior has a generally new origins as a field of
study, it has developed, as it were, has become a significant control all alone, and is
utilized in crafted by most marketing examines programs.

The idea of marketing was acknowledged by various associations in made

countries, particularly in the United States, which gave an impulse to examining
consumer behavior. Organizations had to lead broad showcasing exploration to
recognize disappointed customer needs. Right now, have discovered that buyers as
people are mind boggling and have through and various mental and social needs other
than their perseverance needs.

They similarly found that the necessities and requirements of different buyer
segments shift basically. They got that in order to design things that address customers'
issues and create proper marketing methodologies, they initially need to look at buyers
and shopper related practices inside and out. Right now, idea of market division and
marketing prepared for the utilization of consumer behavior standards to the marketing
strategy.

4.7 Brand Purchase Intention

States that the purpose of acquisition is due to the consumer, the possibility
of purchasing a particular product (Dodds, Monroe and Grewal, 1991). Then

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again found that customers' option to buy a product (purchase target) regularly
depends on the value of the product and the benefits that come up by different
users or consumers after using the product (Zeithaml, 1998; Schiffman & Kanuk,
2009). Along these lines, the higher the item's customer rating, the customers are
almost certain to purchase. It is necessary to use a comprehensive purchasing
target to evaluate the actual activities of potential customers. In addition, the
factors that determine the purpose of the customer purchase are whether
consumers recommend a product as potential outcomes, such as whether
consumers make sense of purchasing the product. Previously, It is founded that
brand equity affects the likelihood of a customer purchasing a product
(Aaker,1991). It is anticipated that if customers have a higher brand equity, they
will be willing to buy a product and continue to buy it at a more expensive price.
This directly and precisely affects the customers' evaluation, enthusiasm to ignore
the price and purchase the product, and the reason for purchasing the product
along these lines, for both brand image and trademark right (Dehghani, Milad,
2013).

The use of advertisements (viral marketing) produced by the user or Word

of mouth (WOM) organization created via social media requires routing and
authorization by brands (Ho and Melanie, 2010). For this reason, web-based social
network advertising represents the brand and thus positively affects the brand
image.

Because brand image definitely affects the purchasing options of

consumers, they prefer certain brands that give positive advertisements through
confident employees due to their positive purchasing information. Moreover,
consumers have the opportunity to exchange with solid connections, enabling them
to transfer information to a more comprehensive state, to remarket or share
information through social media stages. Indeed, Marketers started working step
by step with the power of data flow throughout their web-based life stages to
become familiar with consumer connections and build brand reputation.

Social media prepares the brand image that needs to be organized for
companies. Moreover, it uses social media to increase the density of new and old

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brands in the market, to guarantee consumer satisfaction and to strengthen with
its consumers. Thanks to the use of social media, companies can adjust and
understand themselves well, develop their special, interesting and different aspects,
and provide easy-to-use, smart and effective performance. During the information
review, a large number of buyers popularize firms, ensuring that the brand
receives abnormal advertising density.

4.8 The Key Strategies

Right now, up next are 10 key systems that can help brands of FMCG marketers
utilize the social media stage to impress customers.

1. Humanizing the brand: When setting up an online life create, if a brand has an
incomprehensibly more human undan voice than a promoting tone, it can all the in each
practical sense certain interface with the client. The customer must see and relate the
brand to combine with the brand. Right now, making about such a brand thing, the
client should have the choice to survey it.

2. Message is critical: It is essential to pass on the right message to the watcher; the
message will maybe spread with the word 'e-wom', individuals will share it to their
social friends, so it ought to bear some significance with consumers.

3. Listen and watch: The best use of online life is to take a gander at customers and
watch their conversations in the social stage. Thusly, brands can enter the minds of
customers.

4. Locate a practical pace the social media instruments: Before entering the social
networking field, it is key to know the upsides and downsides of the different devices
what's more to pick the most suitable one for achieving the marketing objective. For
example, Facebook can go about as a reasonable instrument for consumer engagement
and twitter as a staggering device for purchaser responses.

5. Collaboration and investment: For FMCG brands, social media means more
relationships, not too much incentives. In this way, it is important to connect the
interface, the buyer before the transaction, and then sell the products.

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6. Real partner with the purchaser: Online life is traditionally used to meet and
interface with the customer, to know their perspective on the brand, and if buyers can
really interface with a brand, they can connect with them.

7. Identify and use the influencers: It is important to see the correct effects of their
image. The structure is to discover and make them and use them to transform buyers
into brand priests.

8. Build customer reaction: In the online network, it is convenient to keep shopping on

top centrality. It is essential to follow and deal with these discussions. Beginning
already and among those who have not gone too far, the attention needed to keep it in
power must be turned into an online network space for the brand.

9. Long-term regulation: For FMCG brands, it is essential to establish and maintain

relationships with the web social media buyer, so it is important to configure a social
media phase that it can support over the long haul.

10. Consistency and Trial: The social media space is constantly expanding, and as
mentioned earlier, there are several new contradictions that can be used before a "one-
size-fits-all" structure is associated with all brands. As of now, testing new gadgets is
essential for the brand to impress its customers.

Developed by marketers, there is a general process used to form a brand's social

media strategy:

Stage 1 - Evaluate business challenges: Strategies should be devised to tackle

business challenges so that businesses are valued on social media. Improve at client
support? Need to advance gradual deals? Need to contact buyers for innovative work?

Stage 2 - Set marketing objectives: A marketing tactic will probably not solve all
the challenges of a business, so it is important to identify which part of the social media
can help this challenge. Do peer-to-peer approvals help increase sales? Will it allow you
to resolve the complaints of your most audible customers? Will you consider thing or
association openings that will extend your business?

Stage 3 - Listen: Make some significant tuning in to what people are conveying
by strategies for social media to guarantee your objectives are sensible. Will your

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messages reverberate as exhibited by current talk levels? Will there be sufficient
individuals to converse with you at the level you need?

Stage 4 - Set targets: Set your goals; so you can see the current moment and
basic part exceptional conditions of your online networking structure. What online life
express estimations will you use to check your flourishing?

Stage 5 - Identify exercises: What procedures will you use to strengthen online
life? Will you help individuals who discussion about explicit issues? Will you look for
profiles of individuals discussing geographic zones? How regularly will you scatter?
What centers will you send messages about?

Stage 6 - Planning process: This is the place different affiliations miss the fervor
of making an online networking profile. It is fundamental to set up strategy that don't
enable the challenge to drop out of width. It is basic to perform practices that
proactively quicken the supervisor of online networking closeness to tweets that require
thought. At this stage, it is tremendous that guardians are immediate with themselves
about time essentials and ability to make online life a need. At this stage, consider a
wide degree of contraptions to make your development strategy progressively clear.

Stage 7 - Plan for crises: What occurs if a client is blocking you or an unforeseen
improvement in your business? Assurance you plan what you need to do and what you
can do to choose the best choice. Once in a while, trading by strategies for online
networking, through email, is the best thing you can do.

Stage 8 - Consistently prompt: Ensure your courses of action engage you to keep
your online life practices dynamic for a long time.

Stage 9 - Measure and restore routinely: Begin actuating your social media
procedure at booked occasions to stop and audit progress, achievement, and
improvement zones. Likewise, make a point to resuscitate your system each one
accordingly. Are there new opportunities for your online life framework? It is secured
to express that you are set up for new business inconveniences to browse?

4.9 Case study No1.

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 There's a case worth mentioning. L'Oreal, a partner of Google on the stage
"DoubleClick". In general, L'Oreal needed to dispatch another item called
"Unadulterated Clay Mask" in an Italian market and present it on every single digital
devices. L'Oreal's fundamental target was to expand brand awareness and viability of
new item deals. What they did was consolidate all media capacities into a single stage
called "DoubleClick". This stage helps control how frequently and how effectively the
organization can arrive at its clients. To guarantee that the battle will work
viably,marketers have distinguished the potential customer crowd and have directed
their concentration toward this gathering. To comprehend the most mainstream points
looked for by their crowd, L'Oreal utilized Google Trends and coordinated this data to
the fundamental advantages of their items. Utilizing his DoubleClick capabilities, he
isolated the crowd into 5 separate gatherings in the ideal demographics (based on what
they searched for, watched, liked and liked). After this stage, L'Oreal launched its
campaigns in 2 stages:

1. Introducing video content from different web based life channels (YouTube,
Trueview, Facebook) for additional brand awareness and assessment of new item
acquisition

2. Publish the second video that adds storytelling so that the brand becomes
more emotional, more rational

As a result of this methodology, purchasers were informed and very much

spurred to get familiar with new clay masks and conceivably get them all together. The
outcomes were magnificent for L'Oreal on the grounds that in Italy, the expense per
imaging was lower than half of the normal, with an imaging rate of 39% and an
average of 25%. In advertising recall, this rate was 37%, not only in Italy, but also 13%
of the brand recognition among the best in the world.

In general, the factor that makes this a success is the right partnership with data
professionals who can provide important information about the company the potential
customers are investigating. Another significant achievement factor of the campaign is
to utilize the entirety of the most significant digital marketing features: Social Media
Marketing, Content Marketing and Search Engine Marketing. L'Oreal has been very
successful in its partnerships with "DoubleClick”.

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 Another case that is best on the given case list is the Colgate-Palmolive case
used in Colgate campaigns.

Before analyzing the case, say that an organization in the rundown of the best
50 FMCG organizations had the best digital marketing cases, in different cases it
represented the best 10 organizations in FMCG. Moreover, this speaks to an analysis of
Colgate-Palmolive; this implies all that they do is the principal endeavor to make a
methodical digital marketing strategy. Colgate's principle challenge was to bring issues
to awareness of new toothpastes and to consider acquisitions among its intended interest
group. Colgate-Palmolive is a universal organization with broad involvement with
distributing multichannel battles, yet this is something else than they chose to invest
more time searching for the most ideal approaches to contact their crowd. The most
significant thing Colgate deserves is to adopt a precise strategy to accomplishing its
objectives: Colgate chose to utilize advanced (YouTube, TrueView, Facebook) yet
additionally disconnected channels (TV, coming up, print advertising). However,
YouTube was at the center point of their consideration as they partnered together with a
few YouTube stars and utilized their images on the web, yet in addition in print
advertising.

Colgate concurred with three unique groups: "media, inventive and Google", to
work with accomplices Red Fuse organization. The key achievement factor here was
that each group cooperated as opposed to doing everything independently and sending
the outcomes together. Their initial step was to break down their crowd: where they
invest their energy, how they impact them, and which thoughts end up being helpful. As
per their examination, they found that putting TV in the crusade was inconsequential,
because the majority spent their time online and all the more explicitly on YouTube.
Also, Colgate sees that YouTube is famous as a stage where individuals are searching
for excellence video instructional exercises, recordings about design patterns, and where
individuals cooperate with one another and YouTube makers. To qualify for YouTube,
Colgate chose to band together with two well known members: Andrea Brooks and
Blair Fowler. What is remarkable is that Colgate faces challenges and leaves the greater
part of the substance creation work to unregistered youtubers, as it attempts to be in
direct control of substance distributed on organizations with brand names. However,
this approach was very effective because audiences were in more contact with their

86
audience, and as a large FMCG company, the content created resonated among more
people. As a result, Andrea and Blair produced a series of videos with nearly 25 million
views, called "The Smile Show". The most important point here is that Colgate and the
product appeal to people who really love their work with them, and the commentators
who share their sees on what this new toothpaste can do with the grin name are certain.
Another imperative point is that the message and substance can be balanced based on
the response of new audiences before starting a campaign.

The conclusive outcome surpassed Colgate's desires. The Smile Show created an
aggregate of 82 years of observing, with a sum of 25 million perspectives. Also, here
are a few criteria that demonstrate its prosperity:

13% increase in brand awareness

11% increase in purchase price

1116% increase in brand interest, which is 8 times the average

4.10 FMCG companies in the USA
In summary, the instances of L'Oreal and Colgate-Palmolive are extremely near
one another and are both the best digital marketing campaigns. It is critical to
comprehend the purposes behind their success.

First, both companies decided to integrate one or two channels with different
channels, not just one.

Furthermore, they recorded a great deal of time and assets spent on studying the
crowd, their inclinations, their exercises, their inclinations. For whatever length of time
that the organization could get precise data about its customers, they balanced their
systems in like manner to give the best understanding to shoppers who might consider
brand loyalty and purchasers.

Third, the capacity to adjust to change during the battle. This additionally
implies constant information assortment and the utilization of information to give the
substance required at a given time.

At long last, thinking outside the system is an ability, and the most ideal
approach to do so is to team up with marketing offices and sentiment pioneers via web-
based networking media (famous YouTubers and vloggers).

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As a result, this shows how a company can achieve extreme success to reach people by
centering from a single social media channel, holding all resources together and
focusing on just one tactic.

5. Summary

The purpose of this theory is to grasp the work of social media in providing brand
awareness. The hypothetical hypothesis here is extremely small. However, this study
will be based on Weber's discoveries regarding social media. Regarding brand
awareness, Aaker's model is combined with Weber's finding. The center is challenged to
the business world and the buyer markets, especially the FMCG segment. In the
accompanying area, the results of the research methodology will be discussed and
supported.

Quantitative research method has been chosen, indispensable skills for research, the
ability to create hypotheses, testing with appropriate factual procedures and deciphering
measurable data into interesting data.

There are different motivations behind using social media. The first is that it creates a
method to expand social media sales, especially in connection with the product.

Social media is also used to increase the new customer portfolio. There are social media
departments related to product development. The key areas of product progression that
social media started are providing a free space to gather information, search for patterns
(check all-inclusive patterns), track possible dissections, look at results, follow
fascinating work and ultimately establish a clear relationship with dynamic bloggers.

“Brand image is defined as consumer perceptions and preferences of a brand as

reflected by various brand associations held in consumer memory" (Keller et al,2008,
p.761).

Brand associations are characterized as brand bound contemplations in the consumer's

memory [CITATION Aak91 \l 1055 ]. These contemplations might be identified with
the characteristics of product performance or the image of the brand [ CITATION
Boi11 \l 1055 ].

Brand Portfolio also called Managers' brand portfolio is defined by the unity and
solidarity between many brands dealing with a single company (Chailan, 2008).

88
"Any lower-level product brand. in a brand hierarchy order shows little respect
compared to the one with a different level" (Ormeno, 2007). A product brand is unique
in its product offering, it is mainly directed to consumers and allows a very different
message from the corporate brand (Keller et al., 2008).

In the present setting, a corporate brand. In the present setting, a corporate brand is
proposed to characterize and separate all product consumers of a company in the brains
of consumers [CITATION Orm07 \l 1055 ]. Since it is mentioned to spread to a wide
range of brands, it moves general and

non-specific messages to more than one voter (eg investors, workers, providers, and so
forth.); [CITATION Bru10 \l 1055 ].

Category suitability has traditionally been underlined in the brand development

literature as apparent likeness between the current product classes of the fundamental
category and the extension category. The category significance for the subject is
conceptualized between a brand and another item, yet between a couple of particular
single item brands of a corporate brand and underlines the transferability of the
capacities required to deliver and market assorted product brands (Aaker and Keller,
1990).

Brand consistence starts from the literature of brand development or brand

arrangement.

It is essential to observe that there are various consumer goods companies with strong
corporate brands. Coca-Cola or different associations can be cited as examples (Alff and
Mayer, 2012).

6. FRAME OF REFERENCE

This thesis aims to better understand how internet-based life increases brand awareness
and to introduce the theoretical framework for marketing using web-based life and
brand awareness.

89
Analysis of how marketing will manage social media will be based on Weber's
discoveries. Weber (2009) claims that, as noted earlier, marketing on social media takes
a completely better approach to talking to the audience in digital media. Marketers
should have the authority of customer networks rather than distributors. This is not
related to the increasing spread of marketing messages to an insignificant group, it is
about joining, organizing and advancing social networking organizations where people
should have a place. This word needs to speak to customers instead of itself.

The assignment of joining customers is done in two distinct manners: by giving

interesting substance to your site and making retail conditions that customers need to
visit, going out and joining the public space. Moreover, the method of segmentation
changes radically, instead of demographic features such as gender, age, education and
income, what really matters is that people are divided into segments according to their
behavior and interests. The purpose of the marketer is to identify the customer groups in
the big market. Weber (2009) proposes that the online network can assume a job all
through the whole life cycle, for example, smart promotion and reception.

Regarding brand awareness, the investigation will be founded on a mix of the

conventional view proposed by Aaker (1991) and the new vision offered by Weber
(2009). This prompts the accompanying suppositions: The most grounded brand
awareness is viewed as verbal, implying that the client is considered to have a high
brand awareness to prescribe the brand to other people. This is as exceptionally strong
brand acknowledgment (dominant, the main brand the client can recollect), strong brand
acknowledgment (infectious, client first mind brand) medium brand acknowledgment
(review) and weak brand recognition (recognition).

So how can the most grounded type of brand awareness be accomplished? In this thesis,
Aaker's thoughts, it is expected that it is hard to make a brand in an advanced manner
and the winning concept will organize messages in every single diverse media.
Awareness raising is a procedure with various layers running from frail brand
awareness to most grounded brand awareness.

In view of the proposed definitions in the literature, the accompanying

hypothesis are detailed:

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 H1. Consumers opinion on Social media advertising will positively affect
Firm’s brand image.

H1a: Brand Exposure will significant affect firm’s brand image.

H1b: E-WOM will significant affect firm’s brand image.

H1c: Customer Engagement will significant affect firm’s brand

image

Word-of-mouth (WOM) use of company-advertised (viral advertising)

along with brand exposure and customer engagement guides unlimited
submissions and suggestions by customers who find brands that deserve thought,
and this is done through social media as shown by Ho and Dempsey (2010 ).
Currently, the online social network improves the brand image, and then it
definitely affects the brand image.

H2. Consumers opinion on social media advertising will positively affect

Firm’s brand equity.

H2a: Brand Exposure will significant affect firm’s brand equity.

H2b: E-WOM will significant affect firm’s brand equity.

H2c: Customer Engagement will significant affect firm’s brand

equity.

A dependable brand image as showed by Aaker (1996) remarkably assists

with making brand awareness to the customers helping them make conclusions
and outlooks that will expand the clients saw estimation of the brand and this
unequivocally impacts brand equity. As needs be, this effect, which is enabled
through online life marketing along these lines adamantly impacts the creation of
brand equity (Faircloth et al. 2001).

H3. Firm’s Brand image on social media (Facebook) advertising will

significantly affect brand equity.

In 1992, Biel considered brand image as of magnificent centrality in the set

up and plan of brand equity fighting that brand image is a great deal of qualities
relating to a thing and related with brand titles or brand names in the customers

91
memory. These brand affiliations normally influence brand equity. Besides, the
relationship found by Chen (2010) demonstrated that brand equity all around
impacts brand image and this relationship is the contrary course around. As needs
be referencing to this point of view it is seen as that how much the effect of
customer's attitude to brand image impacts customer' sees on the brand equity is
at standard with both brand image and brand equity.

H4. Firm’s Brand image on social media advertising will significantly affect
purchase intention by consumers.

Strong and veritable brand images are useful to buyers' point of view on
enormous worth similar to the brand. For example, clients have a capacity to go
with a particular brand of thing even at an evidently essential cost when there
exists a more grounded will to buy that brand paying little mind to the worth,
which suggests the closeness of a solid buy want. This is in consonance to clash of
Esch et al., (2006), which passed on that the customers' contemplations to buy a
thing that is, purchase point is all around influenced by strong brand image. A
solid brand image in like way applies a positive capacity to the customers' capacity
to go for ceaselessly things with more brand equity (Faircloth, Capella, and Alford,
2001; Lassar, Mittal, and Sharma, 1995). By then as a result of high brand
awareness made through the online life, brand image as such effects the customer's
purchase point.

H5. Firm’s Brand equity on Social media advertising will significantly affect
purchase intention by consumers.

As such, shows that brand equity was very related to purchase objective (Cobb-
Walgren et al. (1995)) ; (Aaker, D. A., 1991) . Convincingly, as demonstrated by
hypothesis 4 and 5, brand equity will fundamentally affect buy desire positively.

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Figure 4.1 Research Model

7. RESEARCH METHOD
The exact aim of the review was to find a potential relationship between
Advertising and online life to improve the brand image of the association. As a major
piece of marketing, customers were given an open center and a desire to purchase, and
these guidelines had an impact on business execution. For the explanations behind this
assessment, a quantitative method has been dynamically appropriate, so that the
relationship can be maintained far from the publication of online life and the brand
image relationship.

In this section, we used data to investigate and combine information that scales the
type of questionnaire used for collecting reasoning, descriptive and information
grouping (Yolanda & Ngai, 2011). This investigation was largely anxious because of
the role of correspondence movements, such as social communities, where the public
was playing in advertising and held as a result of improving brand image. It explores
social networks and social cohesion as a means of creating brand image.

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 7.1 Research Design
I chose a quantitative research approach and used the survey strategy.
Overall, the inspiration for choosing the outline strategy was:

1) The survey should be applied to a large audience,

2) It can be managed from remote areas, such as I did by e-mail or through a site,

3) Some data about hypotheses are obtained,

4) The sample survey suggests that data that cannot be distinguished for all intentions
and purposes can be collected evenly later.

As stated above, I used the survey-based review approach and tried to discover
the contribution of social media to various brand structures.

Table 7.1: Constructs in the study and their sources

Construct
Source Questions

Hodza, Papadopoulou &

Impact of CBBE on the FMCG Sector 18
Pavlidou, 2012

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 Schivinski & Dabrowski
Social Media 3
2015

(Alba and Hutchinson, 1987;

Brand Exposure 4
Campbell and Keller, 2003)

e-WOM (Mirza & Almana, 2013) 3

Customer Engagement Erdil (2014) 4

Brand Image Kim and Kim (2005) 3

Brand Equity (Uslu et al., 2013) 4

Brand Purchase Intention Yoo, Donthu & Lee 2000 2

7.1.1 Sampling
The survey was distributed with two different techniques: email and google
doc.The data were entered electronically by the participants. In fact, the survey
included 300 respondents from Turkey. Also in this study, the success stories they
achieved with Loreal, Google, Colgate brands and social media were shared.

7.1.2 Data collection

The survey was created in English and Turkish, online, and consists of two
parts and a total of 41 questions. The research includes 5-point Likert type scale
type shown in Table 4.1.

Towards the beginning of the study, some segment questions (Gender, age,
instructive base) were asked from the individuals and then the technical details of
the subject were discussed. Consequently, a fifteen-point likert type scale (1 =
strongly disagree here and 5 = absolutely 5-point scales) was prepared.

95
 A total of 300 questionnaires were used for the information review. In the online
section of the research, data was collected using an online survey on the Internet. Goals
are given in English at:

https://docs.google.com/forms/d/1jhkVGDTEiyBKMuDd9OUfMt1sxaujLpqT0
LjQoyqoPzo/edit

Provided that the survey page is opened within a few seconds, when the
participant enters the connection, the data is automatically saved in the database file as
it fills the questionnaire and sends it all, this information is collected, the information is
saved and this information is collected at the same time.

SPSS (comment 22.00) was used to analyze the data and evaluate the results.
Averages are determined by descriptive analysis such as standard deviation and
frequencies.

8. FINDINGS
The main results of the review currently cover three areas. It is indicated by tables
from the beginning. Similarly, the results of the factor and reliability review for
each estimate were clarified. Finally, the results of the evaluation appear to
examine the relationship between the hypothesis and the model.

8.1 Descriptive Analysis

Survey, Turkey, with various foundations and demographics in different
urban communities was led with 300 male and female members. All answers are
legitimate as none of the surveys contain missing data. The consequence of the
illustrative investigation for the model is appeared in Table 5.1. 61.3 percent (184)
of the 300 respondents are female and 38.7 percent (116) are male; 1.3 percent are
between the ages under 20, the most clear age bunch 64.2 percent between the ages
of 21-30, 25.1 percent between the ages of 31-40, 5.4 percent between the ages of
41-50; 45.3 percent are understudies, 54.7 percent are not students; 99.7 percent of
the members have a social media account, 0.3 percent don't utilize social media,
92.3 percent use social media accounts for more than 5 years. The most used social

96
media account with 67.7 percent is Instagram. As indicated by the consequences of
descriptive analysis, brand image is the most significant segment with 54.4 percent.

Table 8: The descriptive analysis of respondents

Gender Frequency Percent Education Status Frequency Percent

Male 116 38.7 Yes 136 45.3
Female 184 61.3 No 164 54.7
Total 300 100.0 Total 300 100.0

Age Frequency Percent Online Account Status Frequency Percent

Under 20 5 1.3 Yes 299 99.7
21 – 30 194 64.2 No 1 0.3
31 – 40 73 25.1 Total 300 100.0
41 – 50 16 5.4
Upper 50 12 4
Total. 300 100.0
Social Media Usage Frequency Percent Social media account popularity Frequency
Percent
Less than 1 year 2 0.7 Facebook 27 9
1-3 year 5 1.7 Instagram 203
67.7
3-5 year 16 5.3 Twitter 41
13.7
More than 5 years 277 92.3 Youtube 23
7.7
Total 300 100 .0 Linkedin 6 2
Total 300 100
Social media component importance Frequency Percent
Brand image 162 54.4
Brand-user compliance 42 14.1
Feeling different to user 96 31.5
Total 300 100.0

8.2 Data Analysis

Data for the current examination was analyzed by using SPSS 22.0, from
the beginning an exploratory factor investigation was facilitated trailed by
reliability analysis and regression analysis.

8.2.1 Operational performance of online marketing in FMCG products factor

analysis

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 Factor analysis is a structure that is utilized to lessen a huge of elements
into less measures of factors. Factor analysis isolates most noteworthy ordinary
distinction from all variables and spots them into a typicall score.

The utilization of KMO and Bartlett's primer of sphericity is on an

exceptionally essential level major to evaluate test ampleness of utilizing factor
assessment. The little estimation of KMO estimations show that the relationship
between's pair of components can not be clarified by different factors and the
factor assessment may not be real. The KMO extent of inspecting sufficiency was
directed by utilizing the relationship test, to check whether the factors in the model
are sufficient to relate. The general dependable principle is that a KMO regard
ought to be more obvious than the 0.5 for a charming assessment to continue.
Operational performance of online marketing in fmcg products factor analysis

KMO and Bartlett's Te s t

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,922
Bartlett's Test of Sphericity Approx. Chi-Square 4595,773
df 253
Sig. ,000

Table 8.1: KMO and Barlett’s Test Result

High estimation of KMO (0.922 > .05) of shows that a factor examination is
useful for the current data. The important incentive for Bartlett's test of Sphericity
is 0.000 and is under .05 which shows that there exist colossal associations among
the factors. The resultant estimation of KMO test and Bartlett's test show that the
present data is useful for factor analysis.

Reliability statistics - operational performance of online marketing in fmcg products

98
 Re liability S tatis tic s

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
,939 ,941 23

Table 8.2.: Reliability statistics – Cronbach’s Alpha Value

The reliability of scales utilized in this investigation was determined by

cronbach's coefficient alpha and ordinarily it runs somewhere in the range of 0
and 1. All builds got an investigation was dependable.

Extraction Method: Principal Component Analysis.

Total Variance Explained

Extraction Sums of Squared
Initial Eigenvalues Loadings Rotation Sums of Squared Loadings
% of Cumulative
Component Total % of Variance Cumulative % Total Variance % Total % of Variance Cumulative %
1 10,153 44,145 44,145 10,153 44,145 44,145 5,608 24,381 24,381
2 2,266 9,851 53,996 2,266 9,851 53,996 4,006 17,417 41,798
3 1,808 7,860 61,856 1,808 7,860 61,856 3,652 15,880 57,678
4 1,144 4,973 66,829 1,144 4,973 66,829 2,105 9,151 66,829
5 ,918 3,992 70,821
6 ,893 3,884 74,705
7 ,622 2,704 77,408
8 ,587 2,552 79,961
9 ,519 2,257 82,218
10 ,476 2,068 84,286
11 ,458 1,990 86,276
12 ,399 1,736 88,012
13 ,374 1,625 89,637

99
14 ,331 1,441 91,078
15 ,320 1,391 92,469
16 ,290 1,262 93,731
17 ,256 1,114 94,845
18 ,242 1,054 95,899
19 ,223 ,971 96,870
20 ,216 ,940 97,810
21 ,200 ,871 98,680
22 ,157 ,683 99,363
23 ,146 ,637 100,000
Extraction Method: Principal Component Analysis.
Table 8.2.1: Total Variance Explained

In the above table clarified the dependable rule is applied to pick the measure of
factors for which 'Eigen esteems' with more prominent than solidarity is taken by
utilizing Principal Component Analysis system. The Component framework so
restricted is also turned evenly utilizing Varimax rotation algorithm which is the
standard rotation technique (Kaiser, 1958). All the assertions are stacked on the four
factors.

When looking at the absolute explained difference, 4 variables with eigenvalue

more vital than 1 are seen on the scale. The primary factor (eigenvalue 10.153) explains
44.1% of change, while the resulting factor (eigenvalue 2.266) explains 9.8% of the
distinction, the third factor (eigenvalue 1.808) explains 7.8% of the variance and the
fourth factor (eigenvalue 1.144) explains 4.9% of the variance. When choosing the
amount of factors, if the eigenvalues and factor loads are mulled over, it is seen that the
scale has four factors.

The loadings of the things on the essential factor ranged from .808 to .531,
while the loadings on the resulting factor ranged from .780 to .481, the third factor
loadings ranged from .828 to .773, and the fourth factor loadings ranged from .828
to .773.

100
Rotated Component Matrixa

Component

1 2 3 4

X markası ile ilgili,

alışveriş yapmadan önce online
,808
tüketici yorumlarını internette
araştırırım.
X markası ile ilgili
online tüketici yorumu yazan
,794
kişinin kimliği belliyse yoruma
güvenim artar.
X markası ile ,782
ilgili Online tüketici yorumları
satın alma kararımda bana
fayda sağlar.

101
 Farklı sitelerde benzer
yorumlar görürsem yoruma
,745
karşı güvenim pekişir.

Hakkında içerik
oluşturulan sosyal medya
,705
markası benim için çok daha
caziptir.
X markasının sosyal
medyada oluşturduğu içerik
,666
kullanıcıların beklentilerini
karşılamaktadır.
X markası hakkında
kullanıcıların sosyal medyada
oluşturduğu içerik, diğer
,639
markalarla karşılaştırıldığında
daha iyi performans
göstermektedir.
X markasına ait
çevrimiçi olumlu ürün
,627
incelemelerinin sayısı satın
alma kararımı etkiler.
X markasına ait
çevrimiçi olumsuz ürün
,597
incelemelerinin sayısı satın
alma kararımı etkiler.
X markasını satın
almamda, marka hakkındaki
sosyal medyada yapılan
,588
kullanıcı değerlendirmeleri son
kararı vermemde yardımcı
olur.
X markası sosyal
medyada oluşturulan reklamlar
,553
sayesinde daha tanınmış hale
gelmektedir.
X markasını
biliyorum çünkü birçok online,542
mağazada görülmektedir.
X markasını sosyal
medyada yapılan paylaşımlar,531
sayesinde tanıdım.

102
 X markasını online
arkadaşlarım sayesinde,481
tanıdım.
X marka/ürün iyi bir
,780
imaja sahiptir.
X marka/ürün bilinen, ,773
köklü bir markadır.

X ürün / marka diğer

ürün / marka ile
,771
karşılaştırıldığında farklı bir
görüntüye sahiptir.
X markasının sosyal
medyada oluşturduğu markaya ,866
güveniyorum.
X markası sosyal
,844
medyada ilk tercihimdir.
X markasını sosyal
medyada diğer markalar
,828
arasından kolayca ayırt
edebilirim.
Alternatif markalara
kıyasla,sosyal medyada X
,810
markasının olası kalitesi son
derece yüksektir.
X ürünü/markayı
sosyal medyada başka herhangi
,828
bir marka yerine satın
alırım/tercih ederim.
Başkalarına X ürünü /
markayı satın alması için sosyal ,773
medyada tavsiyede bulunurum.

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

Table 8.2.2: Rotated Component Matrix

8.2.2 Testing of Hypotheses

Hypothesis testing includes Pearson correlation coefficient (r), standard
regression coefficients (β) and determination coefficient (corrected R squared).

103
 A significant and positive correlation was found between “social media”
and the general “brand image” in the FMCG industry (r = 0.593, p <0.001).

A significant and positive correlation was found between "social media"

and "brand equity" (r = 0.607, p <0.001).

In customer-based brand equity frameworks proposed by different

researchers, brand equity is considered the primary dimension (Aaker 1996;
Dyson et al. 1996; Farquhar 1989; Keller 1993). It can be concluded that perceived
quality for FMCG products provides a basis for brand differentiation and
expansion and provides advantages for companies (Keller 1993; Netemeyer et al.
2004).

"Brand image" demonstrated a critical correlation with "brand equity" (r

= 0.641, p <0.001). Brand image is viewed as one of the most significant
determinants of brand value (Aaker 1991; Yoo et al. 2000). The discoveries
legitimize Keller (1993), who expresses that "customer based brand equity" is
uncovered when the consumer knows about the brand and there are some positive,
solid and exceptional brand relationships in memory.

Just a moderate correlation was found between "brand image" and "purchase
intention" (r = 0.613, p <0.001). It shows a high and huge correlation between's
"brand equity" and "purchase intention" (r = 715, p <0.001). This prompts the
conclusion that brand image alone can not cause an expansion in brand equity.

Brand awareness can be significant if the product is another item. Brand

awareness for a current product can not ensure brand correspondence. Discoveries
brand awareness measurement is remembered for the test models, the correlation
is most noteworthy for "brand equity, purchase intention", second for "brand
image and brand equity", "brand image and purchase intention" third and It was
fourth for web based life and brand equity and fifth for online networking and
brand image (Yoo et al. (2000) and Yoo and Donthu (2001)).

Additionally these discoveries detailed connections between social media and its
three measurements at that point found a huge relationship between's "brand-
exposure, e-wom, customer engagement" and "brand image" (r = 632, p <0.001)
(Aaker (1991) and Pappu et al. (2005)). A noteworthy correlation was found

104
between "brand exposure, e-wom, customer engagement" and "brand equity" (r =
549, p <0.001). This discovering shows that every one of the three measurements is
suitably planned as a determinant of brand equity and brand image in the FMCG
business. Despite the fact that brand awareness and brand relationships in the
examination were joined with brand awareness in a solitary measurement in
certain investigations, Aaker's (1991) model showed up as separate measurements
as at first conceptualized (Yoo and Donthu, 2001; Yoo et al., 2000).

8.2.3 Regression Analysis

The regression model built up to test the effect of online networking on
brand image is important. At the point when we take a gander at the Anova table a
significant (F = 160.019; P <0.001). Then again, when the individual hugeness tests
are inspected, it very well may be said that the online life has a statistically positive
effect and its variance is 35.2 percent.

Table 8.2.3: Regression analysis summary table of social media and brand image
Mo de l S ummary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 ,593 ,352 ,349 ,77452
a. Predictors: (Constant), sosyal_medya

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 95,991 1 95,991 160,019 ,000b

Residual 176,963 295 ,600

Total 272,955 296

a. Dependent Variable: brand_image

b. Predictors: (Constant), sosyal_medya

105
 Co e ffic ie nts a

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1,595 ,169 9,441 ,000

sosyal_medya ,590 ,047 ,593 12,650 ,000

a. Dependent Variable: brand_image

The findings show that that social media had noteworthy effect on overall
brand image (H1: t = 12.650, p < 0.001).

Hence, the following hypothesis were accepted:

H1. Consumers opinion on Social media advertising will positively affect

Firm’s brand image.

Multiple regression analysis was utilized to analyze the relationship

between a single defendent variable, in general brand image , and independent
variables, social media substance of brand exposure, e-wom and customer
engagement. As appeared in Table 5, the model is exceptionally huge, and brand
exposure, ewom, customer engagement together clarified 40 percent of the
complete variety in generally brand image demonstrating a decent model fit.

All the three independent variables brand exposure, e-wom, customer

engagementt represent remarkable difference in the dependent variable, brand
image. Likewise, the normalized regression coefficients demonstrate critical
relationships between generally brand image and its measurements. Customer
engagement with biggest normalized beta, for example 0293, rose as the variable
which has the most measurably critical effect on generally brand image(Table 6).
This was trailed by e-wom at 0.291, which is still statistically critical however the
impact on generally brand image is less solid. This is then trailed by brand
exposure at 0.195.

106
 Table 8.2.3.1: Multiple Linear Regression of Brand Image with Customer Engagement, Brand
Exp and Ewom
Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson

1 ,632a ,400 ,394 ,74765 1.991

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 109,172 3 36,391 65,101 ,000b

Residual 163,783 293 ,559

Total 272,955 296

a. Dependent Variable: brand_image

b. Predictors: (Constant), cust_eng, brand_exposure, ewom

107
 So as to additionally affirm the impact of brand image on operational
execution, independent samples t-test was embraced, where in the brand image of
the distinctive FMCG brands was looked at. The outcomes uncovered higher
brand image for FMCG brands with higher operational execution (on account of,
customer engagement t = 5.460, p < 0.01, for e-wom, t = 4.839, p < 0.01, and for
brand_exposure, t = 3.615, p < 0.001) .

Resilience which showed the percent of difference in the indicator that can
not be represented by different indicators was more than 0.25 in all the cases. VIF
was under 1.5. All the VIF esteems under 10, which show the multi-collinearity
supposition that was not disregarded (Hair et al. 2006). Eigen value was under 5
(critical value>10.0); and the Condition Index is under 28.7 (basic worth >30.0). In
this way, none of the values show high and dangerous multi-collinearity.

Hence, the following hypothesis were accepted:

H1a: Brand Exposure will significant affect firm’s brand image.

H1b: E-WOM will significant affect firm’s brand image.

H1c: Customer Engagement will significant affect firm’s brand image.

8.2.3.1 Simple Linear Regression between Social Media and Brand Equity
The regression model built up to test the effect of social media on brand
equity is important. When we look at the Anova table a significnt (F = 171.969; P
<0.001). On the other hand, when the individual significance tests are examined, it
can be said that the social media has a statistically positive effect and its variance is
36.8 percent.

Table 8.2.3: Regression analysis summary table of social media and brand equity
Mo de l S ummary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 ,607 ,368 ,366 ,77449
a. Predictors: (Constant), sosyal_medya

108
 ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 103,152 1 103,152 171,969 ,000b

Residual 176,950 295 ,600
Total 280,102 296

a. Dependent Variable: brand_equity

b. Predictors: (Constant), sosyal_medya

Co e ffic ie nts a

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1,395 ,169 8,260 ,000

sosyal_medya ,612 ,047 ,607 13,114 ,000

a. Dependent Variable: brand_equity

The findings showed that social media had significant influence on overall
brand equity (H1: t = 13.114, p < 0.001).

H2. Consumers opinion on social media advertising will positively affect

Firm’s brand equity.

Multiple regression analysis was utilized to analyse the connection between

a single dependent variable, overall brand equity , and independent variables,
social media contents that brand exposure, e-wom and customer engagement. As
appeared in Table 5, the model is highly significant, and brand exposure, e-wom,
customer engagement together clarified 30 percent of the all out variation in
general brand equity demonstrating a decent model fit.

All the three independent variables brand exposure, e-wom, purchase

intention account for unique variance in the dependent variable, brand equity.
Additionally, the normalized relapse coefficients show critical connections between
by and large brand equity and its measurements. Customer engagement with
biggest normalized beta, for example 0.293, developed as the variable which has
the most measurably critical effect on by and large brand image (Table 6). This
was trailed by e-wom at 0.291, which is still statistically noteworthy however the

109
impact on by and large brand image is less strong. This is then followed by brand
exposure at 0.195.

Table 8.2.3.1 Multiple Linear Regression of Brand Equity with Customer Engagement, Brand Exp and
Ewom

110
 Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson

1 ,549a ,301 ,294 ,81747 2,104

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 84,303 3 28,101 42,051 ,000b

Residual 195,799 293 ,668

Total 280,102 296

a. Dependent Variable: brand_equity

b. Predictors: (Constant), cust_eng, brand_exposure, ewom

Co e ffic ie nts a
Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics

Model B Std. Error Beta t Sig. Tolerance VIF

1 (Constant) 1,265 ,211 5,984 ,000
brand_exposure ,172 ,059 ,168 2,891 ,000 ,705 1,419

ewom ,346 ,061 ,368 5,672 ,000 ,566 1,768

cust_eng ,092 ,047 ,113 1,945 ,000 ,710 1,409

a. Dependent Variable: brand_equity

So as to additionally affirm the impact of brand image on operational

execution, independent samples t-test was embraced, where in the brand equity of

111
the diverse social media part was looked at. The outcomes uncovered higher brand
equity for social media with higher operational execution component (on account
of, customer engagement t = 1.945, p < 0.01, for e-wom, t = 5.672, p < 0.01, and for
brand_exposure, t = 2.891, p < 0.001).

Tolerance which demonstrated the percent of variance in the indicator that

can not be represented by different indicators was more than 0.25 in all the cases.
VIF was under 3.0. All the VIF esteems under 10, which demonstrate the multi-
collinearity supposition that was not disregarded (Hair et al. 2006).

Eigen value was under 5 (critical value>10.0); and the Condition Index is
under 28.7 (critical value >30.0). Subsequently, none of the qualities demonstrate
high and perilous multi-collinearity.

The regression model established to test the impact of social media on brand image
is meaningful. When we look at the Anova table a significnt (F = 42,051; P <0.001).
On the other hand, when the individual significance tests are examined, it can be
said that the social media has a statistically positive effect and its variance is 30
percent.

8.2.3.2 Simple Linear Regression between Brand Image and Brand Equity
The regression model established to test the impact of brand image on
brand equity is meaningful. When we look at the Anova table a significnt (F =
205.897; P <0.001). On the other hand, when the individual significance tests are
examined, it can be said that the brand image has a statistically positive effect and
its variance is 41.1 percent.

Mo de l S ummary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 ,641a ,411 ,409 ,74780
a. Predictors: (Constant), brand_image

112
 ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 115,138 1 115,138 205,897 ,000b

Residual 164,964 295 ,559
Total 280,102 296

a. Dependent Variable: brand_equity

b. Predictors: (Constant), brand_image

Co e ffic ie nts a

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1,157 ,171 6,766 ,000

brand_image ,649 ,045 ,641 14,349 ,000

a. Dependent Variable: brand_equity

Table 8.2.3.2: Regression analysis summary table of brand equity and

brand image

The findings showed that social media had significant influence on overall
brand image (H1: t = 14.349, p < 0.001).

Hence, the following hypothesis were accepted:

H3. Consumers opinion on brand equity will positively affect brand image.

So as to test the connection between Brand Image, Brand Equity and

Purchase Intention, various direct relapse investigation was performed.

As reflected in Table 8.2.3.3. Brand Image and Brand Equity have

commitment on Purchase Intention. The general informative intensity of model
was 55% (R=0.743; R2=0.552; F=180.729, p=0.000). That implies 55.2% of the
variation in Purchase Intention can be clarified with Brand Equity and Purchase
Intention.

Table 8.2.3.3: Multiple Linear Regression of Purchase Intention with Brand Equity and Brand
Image

113
 Purchase Intention was explained by Brand Image (β=0.547, p= 0,000) and
Brand Equity (β =0,262, p < 0,001).

Hence, the following hypothesis were accepted:

H4. Consumers opinion on purchase intention will positively affect Firm’s

brand equity and brand image.

9. DISCUSSION AND CONCLUSION

The ultimate aim of this study is to analyze the relationship between social
media and brand image development, to measure analytical decision making, as
well as to measure purchasing intent.

114
 By observing the results, the high percentage of correlation variables show
that the process of obtaining information and exchange of information through
social media facilitates participation as a whole. It can increase brand image and
brand value by including components such as social media, WOM, viral
marketing, customer engagement, brand exposure, which increases consumer
intent to purchase.

Research reveals that social media is more popular than traditional media.
In the past decade, media experts have begun to use the appeal of social
networking websites to advertise and customize consumers, share the brand image
by users, and develop free advertising. Also, see how customers are constantly
exploring social media marketing as important and standard because they can get
renewed data and how it has evolved from advertising to the present. Obviously,
the negative and positive control of others in the social media around the brand
can dynamically and reduce and enlarge the purchasing stage. In other words,
examining others on social media changes the trend of the potential customers. In
addition, a basic number of people often regard it as a traditional sign of buying
from acclaimed and accepted brands.

Brand image strongly influences customers' purchasing choices, so given

positive purchasing encounters, they buy from certain brands through confident
partners; In addition, thanks to social media, customers get the chance to
participate in discussions, or they may not dynamically observe someone
dynamically in large circles, they also provide information through social media
stages that direct the flow of data.

With the customization ads that are the main target of each firm, by
developing and doing social networks, for example Facebook and Instagram status
is an extremely basic discussion. Social media provides additional opportunities by
creating a way to redefine the links the brand image needs most. Similarly, new
and old brands use the online network to increase their capacity in the market and
ensure consumer loyalty. The use of social networks will appear sufficient in a
clear and sharp framework and will be able to understand the rare and prominent

115
needs of customers with the ultimate purpose that customers themselves are.
Within the scope of data analysis, different buyers started to go from mouth to
mouth for brands, which made them the driving force of the brand.

10. Limitation
The study is limited to Turkey suburbs.

11. Further studies

Other areas for further research are based on social media advertising, why
many companies are trying to change the way they advertise in the market, details
of usage of technologies such as seo, sem and saas, why it is necessary to master
these technologies, and through data tracking, using multi-faceted communication
with their customers. It will be very helpful in understanding how they keep
communicating.

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