Essays on Brand Salience and Buzz Marketing as a Means of Attaining Brand Salience Research Proposal

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The paper “ Brand Salience and Buzz Marketing as a Means of Attaining Brand Salience" is a thoughtful example of a research proposal on marketing. The aim of the research is to explore the effect of using social networking sites to advertise products on the mental image of customers in Saudi Arabia. The study equates the development of mental image to the concept of brand salience. Thus, the study was out to examine if the concept of advertising on social networks contributes to the development of brand salience on customers' brains or not.

The reason for this is based on the fact that any advertising platform that does not contribute to product market share expansion should be abolished. The study will be conducted in two major cities of Saudi Arabia these being Jeddah and Riyadh. The reason for the two is based on the fact that they are to provide maximum information and that as a result of their complexity, factors that work in them can work elsewhere. The study product to be studied is of a company that has been advertising on social media preferably Facebook as a result of a large number of subscribers in it.

The product must have been advertised for the last three years. On the other hand, the study population would be those who have been using social media for the last three years preferably Facebook and have been login at least once per day. The study will use a sample size of 250 drawn from a sample frame of 1000 using a systematic probability sampling method for each selected city. To avoid bias and be valid, the selected in the sample frame will not be told of the product to be analyzed until the respondents are picked.

Thereafter the questionnaire will be administered through telephone interviews. Background of the StudyThe advancement of communication technology has revolutionized how individuals and businesses operate, communicate and relate with each other. The internet through social networking sites and media tools has presented great opportunities for businesses and other organizations to improve their operations in terms of communication with customers. According to Singh, Becker, and Williams (2009, p. 59), social networks can transform a business entity in a short while, turning a struggling business into a thriving business.

In personal and social life, social networking sites continue to play significant roles with regard to how individuals communicate and relate with each other. In business, social networking sites enable organizations to reach greater levels of economic prosperity, effectiveness and customer satisfaction. Nevertheless, the biggest challenge occurs when it comes to the combination of social networking sites and social media into business practices like marketing (Verret, 2011).

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