YEDITEPE UNIVERSITY INSTITUTE OF SOCIAL SCIENCES

THE IMPACT OF SOCIAL MEDIA COMPONENTS EFFECTS CONSUMER

BASED BRAND EQUITY IN 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

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……………………………………………………………………………………….

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Approved by:

(Supervisor)

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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 ABBREVIATIONS.....................................................................................i

LIST OF FIGURES....................................................................................................x

LIST OF TABLES.....................................................................................................xi

ACKNOWLEDGEMENT.......................................................................................xii

ABSTRACT xiii

ÖZET xiv

1.INTRODUCTION...................................................................................................1

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

1.2 Problem Formulation.............................................................................................7

2. INTEGRATED MARKETING COMMUNICATION (IMC), DIGITAL

MARKETING AND SOCIAL MEDIA....................................................................8

2.1 Definitions And Theoretical Framework.............................................................8

2.1.1 Integrated Marketing Communication (IMC)....................................8

2.1.2 Competitive Advantage.....................................................................11

2.2 Online Advertising..............................................................................................12

2.2.1 Social Media Marketing....................................................................12

2.2.1.1 E - Word of Mouth (E-WOM).................................................18

2.2.1.2 Customer Engagement..............................................................20

2.2.1.3 Brand Exposure.........................................................................22

2.2.1.4. Result of E-wom – Customer Engagement – Brand Exposure22

2.2.2 Brands On Social Media....................................................................25

2.2.2.1 Brand Equity.............................................................................25

2.2.2.2 Brand Image..............................................................................31

2.2.2.3 Brand Attitude...........................................................................33

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 2.2.3 Mobile Advertising............................................................................34

2.2.3.1.Search Engine Marketing (SEM)..............................................34

2.2.3.2 Search Engine Optimization (SEO)..........................................35

2.2.3.3 Email Advertising.....................................................................36

2.2.3.4 The future of e-commerce.........................................................38

2.3 Digital Marketing and Social Media..................................................................40

2.3.1 Social Media And Branding..............................................................40

2.3.2 The Purpose Of Using Social Media To Create Brand Awareness...43

2.3.3 Online Brand Experience...................................................................44

2.3.4 Digital marketing strategy.................................................................45

2.3.5 Digital Media As An Engagement Channel......................................46

3. CUSTOMER BASED BRAND EQUITY...........................................................50

3.1 Definition Of Customer Based Brand Equity (CBBE).....................................50

3.2 Fast Moving Consumer Goods............................................................................52

3.3 The Dimensions Of Brand Equity In The FMCG Industry.............................54

3.3.1 Brand Loyalty....................................................................................54

3.3.1.1 The Relationship of Marketing and Loyalty.............................56

3.3.2 Brand Awareness...............................................................................58

3.3.3 Brand Perceived Quality....................................................................59

3.3.4 Brand Associations............................................................................61

3.3.5 The Studies Conducted About Customer Based Brand Equity.........61

4. RELATIONSHIP BETWEEN INTEGRATED MARKETING

COMMUNICATION AND CUSTOMER BASED BRAND EQUITY FROM FMCG
SECTOR PERSPECTIVE.......................................................................................63

4.1 Brand And Branding In General, Branding In Fast Moving Consumer Goods
Sector................................................................................................................................63

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 4.2 What is the brand portfolio management?........................................................65

4.3 What Does Social Media Mean To The Marketers?.........................................68

4.3.1 Social Media Marketing for FMCG Brands......................................68

4.3.2 Digital Engagement in FMCG Sector...............................................71

4.4 Firm Created and User generated social media brand communication.........72

4.5 Social media brand communication impact on CBBE dimensions.................73

4.5.1 Brand Awareness...............................................................................74

4.5.2 Brand Loyalty....................................................................................75

4.5.3 Brand Associations............................................................................75

4.5.4 Perceived Quality..............................................................................76

4.6 Disciplines Involved in the Study of Consumer Behaviour..............................76

4.6.1 Psychology.........................................................................................76

4.6.2 Sociology...........................................................................................77

4.7 Brand Purchase Intention...................................................................................78

4.8 The Key Strategies...............................................................................................80

4.9 Case study No1.....................................................................................................83

4.10 FMCG companies in the USA............................................................86

5. Summary 87

6. FRAME OF REFERENCE...................................................................................89

7. RESEARCH METHOD.......................................................................................93

7.1 Research Design...................................................................................................93

7.1.1 Sampling............................................................................................95

7.1.2 Data collection...................................................................................95

8. FINDINGS 96

8.1 Descriptive Analysis.............................................................................................96

8.2 Data Analysis........................................................................................................98

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 8.2.1 Operational performance of online marketing in fmcg products factor
analysis 98

8.2.2 Testing of Hypotheses.....................................................................105

8.2.3 Regression Analysis........................................................................106

8.2.3.1 Simple Linear Regression between Social Media and Brand Equity
109

8.2.3.2 Simple Linear Regression between Brand Image and Brand Equity
113

9. DISCUSSION AND CONCLUSION................................................................116

10. Limitation 117

11. Further studies..................................................................................................117

REFERENCES.......................................................................................................117

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LIST OF FIGURES

Figure 2.1 – How a significant part of the promoting spending plan is spent on each
channel? (The Marketing Sherpa E-business Benchmark Study).........................................15
Figure 2.2- Stages of Social Media Marketing Leading to Brand Equity.............................26
Source: Lee (2014), p.61.......................................................................................................26
Figure 2.3 - Existing Definitions and The Concept of Brand Equity......................................28
Source: (Fayrene & Lee, 2011).............................................................................................28
Figure 2.4 Top searched&selling classification in e-commerce in Turkey..........................39
Source:https://www.slideshare.net/etiddernek/ecommerce-market-turkey (27.06.2019)39
Figure 2.5 Social Media Metric............................................................................................42
Source: (Evans, 2008)...........................................................................................................42
Figure 2.6 Digital Media Ecosystem.....................................................................................47
Figure 3.1 – Brand Equity Dimensions.................................................................................52
Figure 3.2 – Brand Loyalty Dimensions................................................................................58
Figure 4.1 Research Model..................................................................................................92

LIST OF TABLES
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Table 7.1: Constructs in the study and their sources...........................................................94
Table 8: The descriptive analysis of respondents................................................................97
Table 8.1: KMO and Barlett’s Test Result............................................................................99
Table 8.2.: Reliability statistics – Cronbach’s Alpha Value................................................100
Table 8.2.1: Total Variance Explained...............................................................................101
Table 8.2.2: Rotated Component Matrix...........................................................................105
Table 8.2.3: Regression analysis summary table of social media and brand image.........107
Table 8.2.3.1: Multiple Linear Regression of Brand Image with Customer Engagement,
Brand Exp and Ewom.........................................................................................................108
Table 8.2.3: Regression analysis summary table of social media and brand equity.........110
Table 8.2.3.1 Multiple Linear Regression of Brand Equity with Customer Engagement,
Brand Exp and Ewom.........................................................................................................112
Table 8.2.3.2: Regression analysis summary table of brand equity and brand image......114
Table 8.2.3.3: Multiple Linear Regression of Purchase Intention with Brand Equity and
Brand Image.......................................................................................................................115

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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 araştırma 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
FMCG Industry has the most distinctive and biggest classification in social media today.
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.

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.

As the Oxford English library has stated, social media is an online system where the
customer distributes and shares the data he produces. Social 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.

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. 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.

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.

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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.

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. Conflicting theorists in various regions
especially like this now. 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, M., 2009).

Likewise, David Aaker, one of the most prominent figures in branding and brand inquiry,
says that with 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.

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.

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

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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 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.

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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

In the research, Aaker, Czinkota and Ronkainen et al. approach will be used for brand
awareness. Brands shape customers’ choises so they are important and create value.
According to Aaker, this value is brand equity and is based on: perceived quality ,brand
awareness, , brand loyalty, brand association and other registered trademark assets (eg
patents).

As showed up by Aaker's appraisal, brand image is the most fundamental factor in making
brand equity. Brand awareness is evaluated by how well the client knows the brand.

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.

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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. According to (Joseph, 2010), strategic
coordination and adaptation of marketing communication tools has become more important
and critical than ever for result-oriented companies. 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 (eg Denk and
Obercker, 2009),

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

strategies in an IMC technique (ie Kitchen et al., 2004),

- 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)

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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). 2.[CITATION Pao141 \l 1055 ]

Why is IMC so critical in the 21st century? 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 (Naik & Raman, 2003) and land the
associations' monetary exhibition with the explanation behind the brand equity.
(Madhavaram, S., V. and McDonald, 2005). Brand equity is a kind of high ground for
organizations. (Aaker, 1992) It means a lot to associations. (Hoeffler and Keller, 2003).
(Madhavaram, S., V. and McDonald, 2005). Just by definition, brand equity can be said
that a brand was created for the customer and the company; indisputable, brand equity is a
confusing thought and will be explained in detail in this thesis. Why has IMC been so
important as a correspondence since the 21st century? Since then, it has been offering
different interests to companies (Madhavaram, S., V., & McDonald, 2005). IMC's most
basic incredible position is the relationship of companies with brands (Naik & Raman,
2003), helping to create brand equity, and another reason behind brand equity is that they
help organizations carry out their money-related opportunities. (Aaker, 1992) For
organizations, these conditions are very critical. (Hoeffler and Keller, 2003). It can only be
said that, by definition, brand equity is created for customers and associations; however,
brand equity is a mixed idea and will be clarified in this thesis. 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 advertiment. (Keller, 2009)

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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, S., V., &
McDonald, 2005). And 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.

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:

Research question? “In an IMC strategy, are digital marketing communication

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

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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, “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.”

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, for instance, publicizing, singular
arrangements, deals advancement, advertising and direct displaying.

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
8
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. Integrated
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.

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 division, 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 well known and upgrade them to the target

9
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.

  “(Schultz & Kitchen, 2000) 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. ”

“(Andrew, 2013) 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. "

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.

10
 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.

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.

2.1.2 Competitive Advantage

The variety of vehicles in the union of the organization can provide a competitive
advantage compared to organizations that contradict the market. Its competitive advantage
is that it provides a preferred motivating force on the target market that deviates from its
competitors. As integrated marketing communication components are generally structured,
the union can speak in a solid voice alone and focus on its efforts for everyone. It creates
correspondence components that create a lonely and solid brand equity. This single brand
message provides a competitive advantage over the association as it creates a solid and
reliable effect.

11
2.2 Online Advertising
2.2.1 Social Media Marketing
(Blackshaw and Nazzaro, 2019) describe social media as "a variety of new online data
sources made, launched, appropriated and utilized by customers who need to instruct each
other about products, brands, services, personalities and issues."

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 / 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)

12
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 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, for example, Sony and Dell 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 the 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.

13
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?"

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.

“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

14
 • Plan for long haul

• Arrange and Experiment

(Edelman, 2016) emphasizes that people spend a lot of time online and the places where
customers prefer to deal with brands are in the digital world. 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 (Wallace, Buil and Chernatony, September 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, Sriramachandramurthy and Sashittal, 2015).

“Our digital future is to enable better infrastructure and decision making to ensure a better
product standard.”

Figur
e 2.1 – How a significant part of the promoting spending plan is spent on each channel?
(The Marketing Sherpa E-business Benchmark Study)
15
For this reason, a stable structure is formed to look at the effect of online network brand
correspondence, built by the customer, built on brand awareness, brand perceived quality,
brand associations, brand loyalty and trust in the FMGG industry. FMCG ranks second in
terms of spending positions (KPMG Africa 2016 report, Capmas 2017), basically referring
to 34.4% ($ 27.6 billion) of family wages.

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" communication approach, it includes users who produce content
and connect with people through "many-to-many" (Prahalad & Ramaswamy, 2004).
Among the online networking stages, it is seen as the most used Instagram (Arenas-Gaitan,
2013) 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.

16
 • 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 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, for instance, "Amazon", "Netflix" and "eBay". It joins
endeavor zones, for example, "IBM", "Best Buy", "Cisco" and "Oracle". Social web is a
free media made by people or relationship on the search engine and joins:

- 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, while
others are enabled on Blogger, Weblog, Tumblr and other blog goals. (Weber, M., 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, M., 2009).

17
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 of 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, 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. In the following years (Arndt; Arndt, JA), he

18
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. (Steerage, 2000), the word electronic communication is also called the
word of mouth correspondence. 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
(Hennig-Thurau, Gwinner, Walsh 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.

According to (Ahonen & Moore, 2005), 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. 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, Hennig-Thurau et al. Made
their information, ideas and thoughts more active in online channels. 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

19
prediction. (Prahalad & 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” The starting point of this distinction is (Consumer-
Produced Media (CGM), 2004), 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; 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. For example, time and search keywords (support),

20
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 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 (MUNTINGA, 2011) can be explained with participation. As
stated by researchers, customers' three brand-related online brand activities are: consuming
content, contributing, and creating content. Consumers, records, pictures, descriptions,
discussions etc. 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. (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,
W.G.; Foulds, D.J., 2009). People create 33% of their energy through a web-based network
environment. (Lang, 2019). Social media (Kaplan & Haenlein, 2010), which can be
described as a combination of web-based technologies, includes online magazines,

21
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 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)

22
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.

(Shojaee & Azman, 2012) saw three factors related to web-based life that definitely affect
brand awareness. These are loyalty to the brand, electronic mouthpiece and customer. 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 progress (free) where buyers share brands, products and associations with different
customers. In 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 (Sprout Social,
2016) and shows that some awareness has been applied. Brands follow their supporters
routinely by making a brand-related item (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 before on social media
assets and marketing practices. In order to publicize assets especially to awareness, it is

23
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;
naming region; 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 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.

24
2.2.2 Brands On Social Media
2.2.2.1 Brand Equity
A brand is an individual recognition and importance given to a product or company. It
forms a personality with each of the characteristics of the products / administrations that
have become important in the souls and hearts of people. This combines subjective and
quantitative traits and creates an inner impression of the human mind to the outside world,
creating a compensatory background for itself.

The Firm Approach (Aaker, D.A., 1991) may appear as a sign, image, trademark, seal,
name, logo, text style, shading, or a mixture of these. (Aaker, D. A., 1991) Also the brand;
"Product offer from a known source" (Keller, KL; Lehmann, DR, 2001), "Product that
adds other dimensions that make it different from other products and services designed to
meet the same need" (2002). The brand is summarized as one of the biggest depicted assets
of a link. One of the biggest resources of a firm is their brand and they are launching to
market their quality in a logical way. "Building a solid brand is both an art and a science"
(Kotler & Keller, 2012). It is the best resource that a link can expand. Currently, the value
invested in the brand routinely starts from brand capital at any rate of 20% of the
relationship estimate in basic transactions, such as “Google, Facebook, Apple and Coca
Cola” (De Chernatony, McDonald and Wallace, 2011). Having a solid brand requires
being inspected by investigators (ESCH, LANGER and SCHMITT, 2006); (KELLER and
LEHMANN, 2006). This can be deciphered, as a solid brand can improve companies'
brand affinity and driving force (Mittal and Sharma, 1995). In other words, a strong brand
can help increase the brand-based brand respect of a brand that controls the business
segment (Aaker, 2007; Keller, 2003; Lassar, Mittal & Sharma, 1995; Neumeier, 2006).

Brand value is a fundamental source that increases the bonds between the company and its
partners and supports long-term purchases, establishing an engaging and satisfying
relationship (Ambler 2003; Davis 2000) "(Capron and Hulland 1999; Hunt and Morgan
1995).

Understanding the components of brand capital and then putting these assets into creating
intangible assets makes real checks and increases brand wealth (Yoo, Donthu and Lee,
25
2000). For associations, expanded brand equity is the main goal of achieving better
associations and thoughts among target customers (Falkenberg, 1996).

Figure 2.2- Stages of Social Media Marketing Leading to Brand Equity

Source: Lee (2014), p.61

Everything offered to general society for use can be a Trademark; “A Restaurant

(Baydöner), a Transportation Company (Pegasus), a City (Istanbul, San Fransisco),
Famous or Sportsman (Brad Pitt, Messi), Fashion Company (Beymen), Sports
Organization (Champions League, BJK - FB Derby), a Country and its symbol (Swiss
Knife, Swiss Clock-Swedish Steel)”.

The two fundamental members of the definitions in literature are the Brand Value
hypotheses of (Aaker, D. A., 1991) and (Keller, K. L., 1993) Brand Equity is conveyed as
the extra estimation of a thing reliant on the reputation addressed by the brand. Aaker
26
characterizes its definition as the name and image of a brand's advantages and liabilities
that are appended to a brand and/or a brand that adds an product or administration to a firm
and/or the worth it gives to the firm from the organization's perspective. Customers, brand
awareness, brand loyalty, brand associations, and brand equivalence measurements
recommends perceived quality.

Then again, Keller describes its brand closeness as "what clients learn, feel, see and find
out about the brand on account of their experience after some time". As it where, the
possibility of a brand lies in what is in the brains and hearts of the customers. (Keller,
Strategic Brand Management, 2013). Keller portrays CBBE as "the distinctive effect of
brand information on client response to the promoting that brand."

As demonstrated by Kapferer (2003), "The brand is a customer reflection. Consumers can

easily identify which goods of a particular brand are produced for a particular type of
consumer."

The figure 2.3 delineates the assorted variety of existing definitions and thought of
brand value :

27
Figure 2.3 - Existing Definitions and The Concept of Brand Equity
Source: [ CITATION Fay11 \l 1055 ]

The main action of creating brand equity is to provide brand awareness. Brand awareness
affects the organization and nature of the brand relationship, including perceived quality
(KELLER and LEHMANN, 2006). In this regard, brand awareness forms the basis as the
pioneer of brand unity. Currently, brand awareness is fundamental as a statement behind
28
perceived quality and brand equity (Katsanis & Pitta, 1995); (KELLER and LEHMANN,
2006).

The building squares of the brand resonance are gathered in a pyramid that is composite
upwards sensitive and interrelated and with a strong mode. The projection estimate
includes the remarkable Depth and Width and the "Review" and "Recognition" limits.
Brand Awareness can be conceptualized with Recognition and Recall (Aaker, 2003;
Keller, 2008).

Brand acknowledgement indicates that when a piece of information is given, the buyer
diagrams it without associating it. This suggests that brand awareness should be heard in
front of a customer.

Continuously, brand awareness predicts that buyers should see the brand satisfactorily as it
has been watched or heard before. The declaration factor is essential for brand owners
because it usually includes factors such as cost. This interest makes versatility known as
remarkable and confirms that small changes in cost (up or down) will not unreasonably
deal. (Davis and Baldwin, 2005) Brand Acknowledgement can be of two types "Visual" or
"Verbal".

Awareness is the fundamental component characterized in practically all brand equity

models [ CITATION Aak91 \l 1055 ] .[CITATION Aak96 \l 1055 ] distinguishes other
elevated amounts of cognizance just as recognition and remembering [ CITATION
Aak91 \l 1055 ].This is to keep in mind, brand dominance, brand knowledge and brand
opinion. Brand information is the brand affiliation of all brand associations. [ CITATION
Kel931 \l 1055 ][ CITATION Kel931 \l 1055 ] As indicated by (Aaker, 1996)
acknowledgment might be significant for new section into the market.

Brand awareness is critical because it is the foundation of a solid and productive brand
(Aaker, 1992). There are two degrees of brand awareness; recognition (ability to request
past publicity) and review (capacity to bring the brand back when it enters the classroom)
(Keller, K. L., 1993). Undoubtedly, even affirmation of the claim can contribute to the
brand by affirmation, substance and obligation (Aaker, 1992). (Macdonald & Sharp, 2000)
29
have shown that customers will undoubtedly buy brands they know, because
extraordinarily unusual things are routinely disliked (distorts intuitive use). The level of
review affects which brands to consider and choose, further affecting the decision of the
shopper (Aaker, 1992).

As a result, it is important to influence leads in purchase conditions (Macdonald & Sharp,

2000) and especially in the FMCG industry. Being aware that a brand is increasingly
overwhelming is a feature that increases the likelihood that the brand will be considered in
procurement events (Yasin and Mohamad, 2007), regardless of how the initial "cause of
reference" / awareness is critical, as to how some may be excused, when and where the
buyer thinks of a brand. looking at the width is very important. This relates to the brand
character, which shows the merger estimate of the brand equity but is analyzed in more
detail below.

Since advertising shows the brand to customers and buyers, it is very important in
developing brand awareness. (Yoo, Donthu and Lee, 2000) While making a FMCG plan
worthy notice, he found that highly attentive brands had little impact on brand awareness
from now on. Since they have discovered that the brand-use experience contributes to
awareness, the experience based on pre-brand awareness is part of the time.

One of the most significant points of interest that [CITATION Web09 \l 1055 ] proposes in
this field is the opportunity to establish dialogue with customers by creating the most
grounded brand awareness. This is actually what companies talk about as the most
significant favorable position of conversing advantage of talking with clients on social
media so they can interface with items.. Particularly in the assessments, it is underscored
that associations have solid reputation and that they have a great deal to get from taking an
interest in online life.

2.2.2.2 Brand Image

30
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, K. L., 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 by [ CITATION Kel931 \l 1055 ] are on the whole includes that
characterize an product or administration. 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, empowering. All these
brand character attributes can in like manner impact the estimations, choices and feelings
that the brand gathers (Keller, K. L., 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, K.L., 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
31
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 (picture qualities - customer profiles, use conditions, brand character,
experiences, values) that they have as a fundamental stress over the brand (Keller, K. L.,
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 (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 ]

32
 “ 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. "

2.2.2.3 Brand Attitude

Brand attitude is characterized as the client's assessment of the attitude components, and
consumer's feelings and thoughts about the brand. [ CITATION Ray83 \l 1055 ] 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.

33
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//NetRatings, 2006). Despite the fact that the
calculations utilized via web engines change, driving players in the business, (for example,
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 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, 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, 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 ]

34
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 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: 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.

35
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.

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
36
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.

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

37
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 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.

38
Figure 2.4 Top searched&selling classification in e-commerce in Turkey.
Source:https://www.slideshare.net/etiddernek/ecommerce-market-turkey (27.06.2019)

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.
39
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 require the alteration of
standard marketing methods to the new relationship among purchasers and brands.
(Edelman D. C., 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, M., 2009).

40
(Harris, 2009) discussed the activity of social networks in building a consolidated
marketing methodology. 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).

41
Figure 2.5 Social Media Metric
Source:[ CITATION Eva08 \l 1055 ]

On the off chance that we investigate the by and large utilized social media marketing
strategies, “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 significant element that has any
kind of effect for the companies because of the structure of Facebook that permits

42
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, C., 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 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,
43
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, have 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 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. All occasions, for example, exposing a consumer to advertisements of a
44
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 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

45
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 / 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 / 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 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
product/administration/brand.

46
 2. Branded websites specifically intended to provide data about an
item/administration/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, etc.

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 / service / 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 (100mph, 2012), which is
available to organizations as media / channels to attract customers' attention. This can be
seen by combining three into a digital ecosystem:

Figure 2.6 Digital Media Ecosystem

47
It has the option to link a product / 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; and

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 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/administration/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 / portals that are not supported by the organization.
Organizations should participate in the dialogue to get an idea of what customers think
48
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.

49
3. CUSTOMER BASED BRAND EQUITY
3.1 Definition Of Customer Based Brand Equity (CBBE)
(Aaker, 1992) model proposes the five most remarkable brand equity estimations to date.
The five estimations are brand awareness, brand loyalty, brand recognition, perceived
brand quality, brand associations. The last estimation is normally of less popular (Aaker,
1992) and less effect for CBBE in the FMCG business (Donthu and Yoo, 2001), so it will
be demolished from this paper. These four estimations reveal the structure of a CBBE
framework for this article and will be clarified and persuaded underneath. In the brand
value literature, there are two standard structures that conceptualize client situated brand
equity. Considers the (Keller, K. L., 1993) brand loyalty as "the unquestionable impact of
brand information on purchaser reaction to the marketing of the brand". To see how
customer- oriented brand value can be made, assessed and regulated; (Keller, 1998)
outlines a sifted through conceptualization of brand information.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, K. L., 1993).

Another system is proposed by (Aaker, 1992), one of the most extensively recognized and
far reaching implications of brand equity (Buil, Chernatony and Martínez, 2008).
[CITATION Aak96 \l 1055 ] recognizes 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".

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

50
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 (Keller, 1993, 1998) speaks to the psychological way to deal with
manage brand equity. 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 (Kamakura and
Russell, 1991) there are five significant focuses for describing brand rights.

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, yet
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 (Lassar, 1995) and brand equity is the
increases accomplished in the brand. 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 (Lassar, 1995) incorporates execution, esteem, social image, reliability and
commitment.

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 by
[ CITATION Aak91 \l 1055 ] . To reinforce the model, brand solidarity is evaluated
dependent on three developed characteristics, brand equity and hierarchical solidarity.
Likewise, this investigation conceptualizes brand equity as the most for the most part
recognized and complete definition subject to the model proposed by (Aaker, D. A., 1991).
51
Aaker's model enhancements the customer based brand equity very well since it thinks
about the obvious quality component (Ovidiu, I. 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

3.2 Fast Moving Consumer Goods

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. According to [ CITATION Tiw12 \l 1055 ], 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. 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.

52
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.

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.
53
 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 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.

54
3.3 The Dimensions Of Brand Equity In The FMCG Industry
3.3.1 Brand Loyalty

(Yoo and Donthu, 2001 and Oliver, 1997), loyalty to a brand is controlled by shoppers as a
need in the purchase of a brand. Therefore, awareness is not sufficient to make loyalty, it
must show an answer as buy. (Aaker, 1996) suggests that one of the approaches to create
loyalty is accomplished by prescribing brands to other people.

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)

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 brand that the buyer likes to buy, due to the various optional
55
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 online to provide product controls and data when deciding on
purchasing decisions (Kozinets R. J., 61-72). The propositions proposed by these variables
are taken into account in the decision-making adventure of the new consumer (Edelman,
D. C., 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) fight 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

56
required in marketing and decision making. The arranging of an association, the situating
of its items and organizations depends upon 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 and 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, LAMB, MCDANIEL and BOSCHOFF, 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. (Sheep et al., 2008: 214) has three main objectives: promotion,
quality and development of new models. 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 and MANTERNACH, 2010)
(AAKER, 1996).

57
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.

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, K.L., 1993)

According to (Kohli, C., & L., 2001), brand awareness is the link between a brand and its
product class. If a brand cannot find the first place in the consumer's mind when a purchase
58
decision is made, the remembering of that brand decreases over time and its recognition
decreases significantly. In the simplest definition, brand awareness 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 and 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 ].

59
After all factors have been analyzed by consumers, high quality products will come to the
fore in the purchasing stage. These purchasing preferences will 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.

(Keller, 2001) sees the obvious quality as "execution" and "judgment". The executive
emphasizes what the brand intends to the buyer, pushes them to think about product
quality, style, plan and cost. (Keller, 2001) 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.

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

60
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.
(Mohan and Sequeira, 2012) found that apparent quality has a high association with brand
equity in the FMCG industry. Various specialists in like manner agree that apparent quality
is a critical estimation (Pappu, Ravi, Quester, Pascala G., and Cooksey Ray W., 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 et al. 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). According to
[ CITATION Kri01 \l 1055 ], brand association is the value that persists in the minds of a
customer.

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 given as examples
directly to the sources. For indirect sources, other consumers' comments about the brand

61
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, [ CITATION SCH15 \l
1055 ] express that social media brand correspondence helps assemble remarkable and
positive connections in purchasers' minds. 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

As stated by (Fazio and Zanna, 1981), 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. 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).

(Coob-Walgren, C.J., Ruble, C.A., and Donthu, 1995), in his study of customer based
brand equity in the service sector, he divided the dimensions of customer based brand
equity into perceptual and behavioral dimensions. 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),
customer based brand equity dimensions suggest Aaker to be 4-dimensional, not 3-
dimensional.

62
(Washburn & Plank, 2002) analyzed the proposed 3-D and 4-D brand equity models and
concluded that the 3-dimensional proposition is more accurate. Similarly (Kim, Jin-Sun,
and Kim, 2008) examined customer based brand equity dimensions, and the perceived
quality, brand awareness / relationship, and brand loyalty were created in three dimensions.

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).

63
It is additionally expressed that a brand comprises of a progression of discernments that
separate its product from rivalry (Aaker, 1996). 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).

“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, Strategic brand board, 2007), (Czinkota) and Ronkainen, 2010)

64
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 apply at least one to consolidate
competition systems called leadership, differentiation and focus.

4.2 What is the brand portfolio management?

Aaker and Kapferer 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
65
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).

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.

66
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. "

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.

Umbrella Brand

Brand Family

Certifying Trademark Brand

Allied Brand

4.3 What Does Social Media Mean To The Marketers?

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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 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, Social media: The New Hybrid Item of the
Promotion Mix, 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

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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 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, S., M., An. And Yetgin, 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)

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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.
[ CITATION Ken11 \l 1055 ] 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.

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
70
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. Thus, marketers cannot ignore this, because
buyers who emit data about items and administrations are becoming operational.
(Mangold, W.G.; Foulds, D.J., 2009). FMCG sectors exist everywhere.

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 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.

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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 (Virdi, 2014), so the organization has the opportunity to recognize the
customer and understand its behavior.

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 (Jang et al. 2008), (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 (Banks and Daus 2002).

Good work (Goh, Heng & Lin, 2013), (SCHIVINSKI & DABROWSKI, 2015) emphasizes
the credible power of social media brand communication produced by the user through the
marketer. 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).

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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, D.A.,
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 brand relationships in memory. Regardless, (Lassar, 1995) advocates
a five-factor conceptualization of executive, social image, value, reliability and
responsibility. In addition, (Yoo and Donthu, Multidimensional Customer Based Brand
Equity Scale Development and Validation, 2001) also includes CBBE's brand relationship
predictions, including brand perceived quality, brand loyalty and brand awareness.
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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. (Akar 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

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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 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

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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.

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 and acknowledged by various associations in

made countries, particularly in the United States, which gave an impulse to examining
consumer behavior.

77
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

(Dodds, Monroe and Grewal, 1991) states that the purpose of acquisition is due to the
consumer, the possibility of purchasing a particular product. Then again (Zeithaml, 1998;
Schiffman & Kanuk, 2009) 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. 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, (Aaker, D.A., 1991) found that brand equity
affects the likelihood of a customer purchasing a product. 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.

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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 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.

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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:
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 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 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
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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.

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:

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 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”

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

84
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 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.

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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. "It is defined as consumer perceptions and preferences of a brand as reflected
by various brand associations held in consumer memory" (Keller, Apéria and Georgson,
2008, p.761).

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

Product brand. "Any lower-level brand in a brand hierarchy order shows little respect
compared to the one with a different level" (Ormeno, M ;, 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).

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 Available. 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. Brand consistence starts from the literature of brand development or
brand arrangement.

88
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 (Cream
Global, 2011). (Alff and Mayer, Corporate Branding in FMCG Industry, 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.

Analysis of how marketing will manage social media will be based on Weber's discoveries.
Weber 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 and the new vision offered by Weber. 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

89
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:

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.

90
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 (Faircloth et al. 2001), which is enabled through online life
marketing along these lines adamantly impacts the creation of brand equity.

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 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

91
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, the appraisal of Cobb-Walgren et al. (1995) also as made by (Aaker, D. A.,
1991) ,shows that brand equity was very related to purchase objective. Convincingly, as
demonstrated by hypothesis 4 and 5, brand equity will fundamentally affect buy desire
positively.

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,

92
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.

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.

93
 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

Social Media Schivinski & Dabrowski 2015 3

(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.

94
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.

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/1jhkVGDTEiyBKMuDd9OUfMt1sxaujLpqT0LjQoyqoPz
o/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

95
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 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

96
 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

97
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

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

98
 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.

99
 Reliability statistics - operational performance of online marketing in fmcg products

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

Initial Eigenvalues Extraction Sums of Squared 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
14 ,331 1,441 91,078
100
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.

101
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.

102
 Farklı sitelerde benzer
yorumlar görürsem yoruma karşı,745
güvenim pekişir.

Hakkında içerik
oluşturulan sosyal medya markası,705
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 kullanıcı ,588
değerlendirmeleri son kararı
vermemde yardımcı olur.
X markası sosyal
medyada oluşturulan reklamlar
,553
sayesinde daha tanınmış hale
gelmektedir.
X markasını biliyorum
çünkü birçok online mağazada,542
görülmektedir.
X markasını sosyal
medyada yapılan paylaşımlar ,531
sayesinde tanıdım.

103
 X markasını online
,481
arkadaşlarım sayesinde 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 bir
,828
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).

104
A significant and positive correlation was found between “social media”

(r = 0.593, p <0.001) and the general “brand image” in the FMCG industry.

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

(r = 0.607, p <0.001) and "brand equity". In customer-based brand equity frameworks

proposed by different researchers (Aaker 1996; Dyson et al. 1996; Farquhar 1989; Keller
1993), brand equity is considered the primary dimension. 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" (r = 0.641, p <0.001) demonstrated a critical correlation with "brand

equity". 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" (r = 0.613, p <0.001) and
"purchase intention". It shows a high and huge correlation between's "brand equity"

(r = 715, p <0.001) and "purchase intention". 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 Yoo et al. (2000) and Yoo and Donthu (2001),
the 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. These discoveries
Aaker (1991) and Pappu et al. (2005) additionally detailed connections between social
media and its three measurements at that point found a huge relationship between's "brand-
exposure, e-wom, customer engagement" (r = 632, p <0.001) and "brand image". A
noteworthy correlation was found between "brand exposure, e-wom, customer
engagement" (r = 549, p <0.001) and "brand equity". This discovering shows that every
one of the three measurements is suitably planned as a determinant of brand equity and
105
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 significnt (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

106
 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.

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

107
 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

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

Independent Samples t-Test was embraced, wherein the brand image of the distinctive
FMCG brands was looked at. The outcomes uncovered higher brand image for FMCG
brands (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) with higher operational execution.

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

108
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

109
 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
110
noteworthy however the 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

111
 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, wherein the brand equity of the diverse social

112
media part was looked at. The outcomes uncovered higher brand equity for social media
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) with higher operational execution.

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.

113
 Mo de l S ummary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 ,641 ,411 ,409 ,74780
a. Predictors: (Constant), brand_image

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.

114
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

115
 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.

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

116
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 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.

117
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