Essays on Social Media Marketing and Brand Equity Coursework

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The paper "Social Media Marketing and Brand Equity" is a good example of marketing coursework.   The Global market landscape is continuously changing. In this case, over the last decade, the market operations have changed ad shifted from the mere use of technology to support operations, to the use of technology and associated ICT systems as the core business operational basis. To this end, a number of ventures have relied on the use and application of technology as the basis of creating brand loyalty in the market in recent years. One of the main e-marketing platforms used for this purpose has been the use of social media.

Although different nations and regions have their unique social media platforms, platforms such as Face book and Twitter are among the global leading social media sites. To this end, many organizational ventures have focused and resulted in using these platforms’ as a means of creating and sustaining a positive brand reputation in their respective markets. This essay develops a critical analysis of the merits and challenges of using social media as a platform to support and influence brand reputation in the global market.

The ultimate conclusion is on the viability of the use of such a branding approach in the modern e-marketing error and how emerging challenge could be overcome into the future to make the e-marketing approach more effective and reliable into the future. Advantages of Creating Brand Awareness A critical exploration of the use of social media e-marketing indicates a number of merits and progress in the development and creation of a positive brand reputation in the global market. This section evaluates the process and extent to which the use of social media provides a positive brand reputation in the long-run period. Brand Visibility The first rationale for the use of social media is the provision of increased brand visibility.

In theory, brand visibility could be described as the extent and nature to which a brand is present to the customers on their day to day operations. The development of a brand visibility nature in the market has a long term impact on the brand reputation by the customers. The social media platforms such as Facebook and Twitter have a growing number of users over the decades, a number expected to grow as more and more international and developing markets acquire internet connection and technology infrastructure development.

In this case, the global market is gradually being saturated by international brands competing in indifferent markets and industries. In this regard, a study developed by Dhingra (2013, p. 15) could be applied to expound on this development. In this context, the study established that through the rising international market competition, there has been a declining trend on key brand visibility. In order to retain market visibility, organizations have to invest heavily in marketing strategies, a move that reduced the overall profit margins for such products in the long-run period.

However, the use of social media platforms marketing eliminates this challenge. In this case, most of the organizational brands, as already mentioned have their social media accounts. Through the accounts, they interact and relate with the public, existing and potential customers respectively.

References

Bruhn, M., Schoenmueller, V., & Schäfer, D. B. 2012, ‘Are Social Media replacing traditional media in terms of brand equity creation?’, Management Research Review, vol. 35, no. 9, pp. 770-790.

De Vries, L., Gensler, S., & Leeflang, P. S. 2012, ‘Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing’, Journal of Interactive Marketing, vol. 26, no. 2, pp. 83-91.

Dhingra, S. 2013,’Trading away wide brands for cheap brands’, The American Economic Review, vol. 103, no. 6, pp. 2554-2584.

Laroche, M., Habibi, M. R., & Richard, M. O. 2013, ‘To be or not to be in social media: How brand loyalty is affected by social media?’, International Journal of Information Management, vol. 33, no. 1, pp. 76-82.

Laroche, M., Habibi, M. R., & Richard, M. O. 2013, ‘To be or not to be in social media: How brand loyalty is affected by social media?’, International Journal of Information Management, vol. 33, no. 1, pp. 76-82.

Smith, A. N., Fischer, E., & Yongjian, C. 2012, ‘How does brand-related user-generated content differ across YouTube, Facebook, and Twitter?’, Journal of Interactive Marketing, vol. 26, no. 2, pp. 102-113.

Yang, A., & Kent, M. 2014, ‘Social media and organizational visibility: A sample of Fortune 500 corporations’, Public Relations Review, vol. 40, no. 3, pp. 562-564.

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