TEAM 17

Neelkanth Chavan
Sakshi Margaje
Akshay Bhoir
Shubham Aher
The Impact of social media
marketing on brand equity.
 INDEX

Chapter No. Name of the Topic Page No.

1. Introduction 4–6

2. Literature Review

3. Parameters of this Study 7

4. Methodology 8–9
5. Analysis 10 – 13

6. Findings & Learnings 14

7. Conclusion 15
 CHAPTER 1

INTRODUCTION

In recent years, social media marketing has become an integral part of

business strategies for companies of all sizes. Brands are taking advantage of
social media platforms to develop relationships with their customers, create
new leads, and boost brand recognition. Social media has a substantial impact
on brand equity, which is an estimation of the value of a brand. By engaging
directly with customers via social media, brands can foster greater customer
loyalty, and visibility on social media can also enhance their public image.
Additionally, social media marketing provides brands with the opportunity to
gain a better understanding of their target audience, allowing them to
customize their marketing messages to those most likely to be interested in
their products or services. When done correctly, social media marketing can
ultimately result in increased brand equity, which can be beneficial in terms of
sales growth and customer loyalty.
 CHAPTER 2

LITERATURE REVIEW

Abstract:

Social media marketing has been used as an effective tool for companies to
build relationships with their customers, by providing an accessible platform
where customers can interact, share content and connect with the brand.
Companies have been able to create online communities where customers can
discuss their experiences and opinions on products, services, and content.
Furthermore, companies have been able to use social media to increase their
visibility and credibility in the eyes of customers. Companies have been able to
use this platform to access customer feedback, increase customer loyalty and
build relationships through the sharing of content.
In conclusion, social media marketing has become an essential tool for
companies to reach their customers and build relationships. It has enabled
companies to create online communities, interact, share content, and increase
credibility. Furthermore, companies have been able to use this platform to
access customer feedback and increase customer loyalty.
Literature Review:

Year of Publication: 2014.

Author’s Name:

As'ad, H. Abu-Rumman,
Professor in the Department of Marketing
Applied Science Private University, Amman, Jordan
E-mail: Assd_aborumman@asu.edu.jo

Anas Y. Alhadid,
Assistant Professor in the Department of Marketing
Applied Science private University, Amman, Jordan
E-mail: a_alhadid@asu.edu.jo

Name of the Journal:

The Impact of social media marketing on brand equity: An Empirical Study on

Mobile Service Providers in Jordan.

Key Words:
Social Media, Marketing, Mobile, Customers, Brand Equity, Value.
Review:

Many studies focuses on the relationship between social media marketing and
brand
equity, where (Babac, 2011) study examines the impact of social media use on
the brand equity of magazine brands. Building on an integrative model, which
brings together classical theories of brand management and the frontiers of
research in social media, this study examines one of the first magazines to
incorporate social media in its marketing strategy. Also (Erdogums, & Cicek,
2012) study aimed to identify the effect of social media marketing on brand
loyalty of the consumers, given that the concept is receiving increasing
attention from marketing academia and practitioners. The scope of the study
consists of customers who follow at least one brand on the social media in
Turkey. Where (Odhiambo, 2012) study uses a scientific research methodology
of case study research, this study was designed to explore whether social
media is more effective than the traditional media on a brand management
perspective and find the implementation challenges that make it a two-face
phenomenon.

Year of Publication: 2021.

Author’s Name:

Ra‟d Almestarihi
Middle East University, faculty of business, management and marketing
department
ralmestarihi@meu.edu.jo
Jassim Ahmad Al-Gasawneh
Applied science private university, business faculty, marketing department
J_algasaneh@asu.edu.jo

Sameer Al-jabali
Middle East University, faculty of business, management and marketing
department
sjabaly@meu.edu.jo

Malik Khlaif Gharaibeh

Ajloun National university, faculty of business
Malik.gharaibeh@anu.edu.jo

Enaizan, Odai
Jadara university, faculty of business
o.enaizan@jadara.edu.jo

Nawras M. Nusairat
Applied science private university, business faculty, marketing department
n_nserat@asu.edu.jo

Name of the Journal:

The Impact of social media marketing on brand equity: A Systematic Review.

Key Words:

Social Media, Marketing, Mobile, Customers, Brand Equity, Value.

Review:

Numerous scholars have suggested measurements of brand equity with

different aspects, as a consequence, two main views of how brand equity can
be managed and conceptualized proposed: firm-based brand equity and CBBE.
A firm-based brand equity standpoint is the premium value that a firm attains
from a product/service with a known brand name when compared to a non-
branded product. Atilgan, Akinci, Aksoy, and Kaynak (2009) suggested that
firm-based brand equity relies on product/market outcomes, such as prices,
market share, as well as financial market results. On the other hand, the CBBE
perspective focuses on customer's value perceptions, which were shaped by a
mixture of a product's performance, emotional attachment, and consumer's
lifestyle. Expressly, CBBE gains its importance from consumers' evaluation of
products or services.
 CHAPTER 3

PARAMETERS OF STUDY

Parameters of designing the questionnaire:

Our parameters of designing the questionnaire were to be valid, reliable, clear,

succinct and interesting. It was based on a conceptual framework, relevance
and clarity. We Analysed and decided to ask questions which we’re supposed
to be related to social media presence.

Reasons for setting parameters:

We chose parameters such as open-ended questions and multiple choice

questions to get a better idea of what the respondent thinks and feel. We also
wanted to give the respondents an opportunity to provide more detailed
answers and to make sure that the questions were not too long or too difficult.
Additionally, we wanted to make sure that the questions were phrased in a
non-biased manner, so that the respondents could feel comfortable answering
them. Finally, we wanted to make sure that the questionnaire was easy to
understand and that the questions were relevant to the topic of discussion.

Respondent Overview:

The survey respondents were a diverse group of people from different

backgrounds and ages. The majority of respondents were Students, with a
smaller proportion being homemaker & working professionals. Due to this our
respondents were between the ages of 18 and 35, with a slightly higher
proportion of females than males. As the younger crowd tend to be active
participants in any social media it helped us to conduct an effective survey.
 CHAPTER 4

METHODOLOGY

Source of Data collection: Primary Source of Data Collection.

 Simple Sampling Design.

 Number of Respondents = 814.

 Data is collected by Questionnaire Format

 Statistical tools (Pie Charts)

 Techniques and methods of data collection used in the research - Both

Open and Closed ended questionnaire

 Surveys/questionnaire method used with the help of tool called- google

forms for checking responses from respondents.

Objectives:

(have to add)
Scope of the Study:

Study conducted in Maharashtra and some parts of the India.

Limitations of the Study:

 Study was conducted in limited time.

 Sample size may not represent complete universe.

 Lack of face-to-face communication as large number of surveys is done

through Google forms.
 CHAPTER 5

ANALYSIS

DATA PROCESSING:
 CHAPTER 6

FINDINGS & LEARNINGS

Results revealed a significant impact of Social Media Activities as a whole on brand

equity. It was found that entertainment, customization, interaction and EWOM
significantly affected the brand image, while customization, trendiness, interaction
and EWOM significantly affected brand awareness.
 CHAPTER 7

CONCLUSION

Past decade has seen unprecedented changes in global business environment

particularly facilitated by the revolution in information and communication
technologies. Developments in IT changed the strategy followed by firms to cope
up with the novel changes in the business environment. This changed the way and
sources of customer touch points and the way of customer attraction and
retention. In this changed scenario those lagging behind will face high customer
defection and ultimately exit from the market, unless they develop new customer
channels and manage customer relations in virtual world also with an intention of
value creation for business as well as customer. Keeping this in view this paper
made an attempt to study the impact of social media marketing on brand equity
and develop a framework for its descriptive understanding. The framework
presented various components linking social media marketing and brand equity
for conceptual