Are Social Media Replacing Traditional Media In Terms Of Brand Equity Creation

Social media is different from more traditional marketing tactics as it offers a free platform that is easily accessible to anyone with internet access. This allows for the increase communication for organizations to foster brand awareness and often, and

It is interesting how social media today is influencing the marketing role of many companies and how it’s playing a big role in their success. The more the company advertises on social media, the

Social media has become an influential ground for consumers to share their opinions about a company’s brand and products. In addition, it helps in having a strong brand that produces positive relations and distinguish the brand from competitors, is a critical component for effective marketing. According to Dahlén and Lange (2009) “the quality of the product is not the evident factor when it comes to purchasing a product, the deciding factor depends on how the brand is perceived” (Para. 1). This demonstrates the importance of incorporating social media as a tool to promote brands, allow for interactions, and customer satisfaction by engaging with customers more frequently for feedbacks or reviews. Thus create an opportunity for the company to show its devotion to their customers, and initiate good reputation, which can increase sales. In other words, social media has the ability to upsurge the awareness for businesses as well as the brand.

B., & Greene, M. (2016). Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects. Journal of the Academy of Marketing Science, 1-21.

David Faulds and Glynn Mangold, “Social media: The new hybrid element of the promotion mix”, Business Horizons, Volume 52, Issue 4, , Pages 357–365, July–August 2009.

Social media is not new. Facebook has been around since 2004, YouTube since 2005, and Twitter in 2006. What is new is how social media sites like Facebook, YouTube and Twitter are affecting the way businesses market their products and services. Never before in our history have consumers been able to communicate so effortlessly with each other and with the businesses they frequent. Never before have businesses been able to interact and react to customer feedback so quickly and efficiently. However, just because businesses have the ability to use social media for their marketing and advertising efforts, does not necessarily mean they should. This paper intends to

Social Media has changed the communication setting for all marketers. “Perhaps the greatest value of social media marketing is your ability to foster and engage with a community of people” (moz.com). An involved audience is one of the greatest resources a brand can have. There

Two brands from the same product category that I chose to compare their social media promotional strategy are Dunkin’ Donuts and Starbucks. I chose the two brands because they are the two largest, most well-known, and direct competitor coffeehouse chains in America. Specifically, I chose to exam Dunkin’ Donuts and Starbucks’ activities on Instagram for a week. I selected Instagram because the majority of its users are millennial, and in this case, it’s the brands’ largest customers. Also, I find it’s interesting how many brands are shifting to Instagram, where it allows brands to create a visual story that draws consumer’s attention, engage, and connect with fans better as pictures are easier to remember and process.

Social Media: Social networks like all the online matter such as Youtube, Twitter and Facebook are so important that relevant companies should not defer their efforts to create the public image and enhance their both market and products’ effectiveness”

Social Media today is present everywhere and Brand pages on sites like Facebook, Google+, YouTube and Twitter have gotten popular around the world. Concept of marketing has changed with the customer engagement on these platforms.

Hudson, Simon, Li Huang, Martin S. Roth, and Thomas J. Madden. "The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors." International Journal of Research in Marketing 33.1 (2016): 27-41.

Social media has taken the marketing world by storm. Today, not only do companies have a dedicated Website,but organizations, representative of all industries and sizes, also have a blog, Twitter account, Facebook page and a Youtube channel (Wetpaint & Alimeter, 2009). In fact, social media is the number one activity on the web. Because of this, companies view social media as a critical component to its overall marketing strategy, especially since these tactics are cost-effective and produce results (Wetpaint & Alimeter Group, 2009).

The purpose of this report is to show that even though some state that Social Media has fallen short of their expectations, it is actually good for business, given that it enhances the visibility of their brand and helps businesses stay connected to potential customers.

In recent years, social media has become the best available option for brands to communicate with prospective consumers. In other words, social media is an opportunity for brands to transcend the traditional middleman (Neti, 2011). One of the many positives is that companies can build their own brand communities easily on the social media. There are some obvious benefits of brand communities which are facilitating information sharing, spread the history and the culture of brands, providing help to customers, and positively influencing brand loyalty (Laroche, Habibi and Richard, 2013).

Public relations seeks the interests of the organization, through the mass media to improve the organization 's reputation, and the principle of mutual benefit(Johansson, B, & Larsson, L 2015). In today, public relations plays an increasingly large proportion of the companies, especially in the crisis situation of the company, the public relations to maintain the company 's image to make a significant contribution (Ha, JH, & Ferguson, MA 2015). The crisis is due to some unexpected events cause damage to corporate image, It requires companies to make key decisions and for emergency response (Ki, E, & Brown, KA 2013). In recent years, Social media has begun to play an important role in the crisis communication and management.