Social media as a marketing tool to create brand awareness

Topics: Marketing, Social media, Brand Pages: 8 (3375 words) Published: March 5, 2015
Coursework Header Sheet
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Course
MARK1215: Inside the Customer's Mind
Course School/Level
B/PG
Coursework
Literature Review
Assessment Weight
30.00%
Tutor
KH Phairor
Submission Deadline
20/11/2014

Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding Cheating and Plagiarism.

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Table of Contents
1Introduction3
2. Literature review3
2.1 Social Media3
2.2 Social Networking sites4
2.3 Marketing through Social Media4
2.4 Brand awareness5
2.5 Electronic Word-of-mouth and Brand awareness5
2.6 Customer engagement and Brand awareness6
3 Conclusion and recommendation7
References8

Social media marketing as a tool and creating brand awareness 1 Introduction
Marketing communications are a part of marketing mix which companies use to increase sale, connect with customer and build brand awareness. However, as there are various channels related to marketing communication, choosing the effective one to carry the message is not always easy for marketers. Nowadays, with the development of technology, social media has become a powerful platform when it comes to marketing. Social media can be defined by Safko and Brake (2009, s6) as: “Activities, practices and behaviour among communities of people who gather online to share information, knowledge and opinion using conversational media”. There are various forms of social media such as social networking sites, forum discussion, blogs, wikis, to name just a few. It has been observed that social media plays a vital part in people’s life as well as business’s purpose. This is mainly because compared with traditional media such as magazines or radio, the new media channel offers significant features: interactive, cost effective, viral etc. This is not surprisingly that more and more companies are engaging in and taking advantage of this platform to do their business and particularly create brand awareness. It has always been challenge for marketer to find the appropriate way to create brand awareness. Brand awareness can be understood as the extent to which a brand is identified and right connected with a particular product in customer’s memory. There are three levels of brand awareness: brand recognition, brand recall and top-of-mind. This paper will begin with an explanation of Social Media, followed by brand awareness, then discuss two factors which are considered to effect brand awareness through online world: electronic Word-of-mouth and Customer engagement. 2. Literature review

2.1 Social Media
The significant growth of Social Media has drawn so much attention of both marketers and companies when it comes to marketing. Kaplan and Haenlein (2010) assert that Social Media ‘’as a group of internet-based applications that build on the ideological and technological foundations of web 2.0 and that allow the creation and exchange of User Generated Content’’. In other words, Social Media is the internet-based applications that allow customers to express their opinions and experiences then share them among other customers. The definition of web 2.0 was first introduced by Tim O’’Reilly in 2004, however up to now, it is still problematic to properly define. In spite of that, web 2.0‘s function is to share information and build collaboration on the World Wide Web. Consistently, there are two special features that were discovered, distributing on the process of differentiation between web 2.0...

References: Aaker, A. D., 1991. Managing Brand Equity; capitalizing on the value of a brand name. New York: The Free Press.
Aaker, A. D., 1996. Building Strong Brands. New York: The Free Press.
Bond, C., 2010. Engagement with social media and outcomes for brands: A conceptual framework. ANZMAC Annual Conference 2010, Christchurch, New Zealand.
Bowden, J. L. H., 2009a. The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, pp. 63-70.
Celine, A., 2012
Hennig-Thurau, T., Malthouse, E., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B., 2010. The impact of new media on customer relationships. Journal of Service Research, 13 (3), pp. 311-330.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G
Kaplan, A.M., & Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of social media Vol.53, pp. 59-68
Kotler, P., & Keller, K
Weber, L., 2009. Marketing to the social web. New Yersey: John Wiley & Sons Inc Hoboken.
Westbrook, A. R., 1987. Product/Consumption-based Affective Responses and Post purchase Process. Journal Marketing Research, Volume 24, pp. 258-270.
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