Effectiveness of the social media marketing
activities on brand awareness among olivarian
shoppers.
GROUP #2
MACARIO, PRINCESS IZZY M.
PILI, RYZZA LEIGH
MOLINA, JHANNA ROSE
SILONGAN, NORAISA
VILLANUEVA, ALAECKZANDRA
HORFILLA, GLAIDINE GRACE
DAMIAN, ROSY
GADOR, DIEMHEL
AGUSTIN, JOHN CHRISTMAR
CANILAO, JOVAN
BATOCTOY, DREXEN
the year when social media are integrated in the organizations and really start to
become useful for companies and become important tools in the communication (Carlsson
2010). Others have argued that it is crucial for marketers to look to the Web for new ways of
finding customers and communicating with them, rather than at them, that it is vital to create a
dialogue with the customers, and various kinds of social media are the most promising way to
reach new customers (Weber 2009) At the same time, one of the most prominent names in
research about branding and related subjects, David Aaker, has said that with the multitude of
new medias developing, it is becoming increasingly difficult for companies to raise awareness
for their brand. The only way forward in managing this complexity, is for companies to be able
to coordinate messages and their marketing efforts across all medias (Aaker 1996)
Social media is the online environment where people with common interest come
together to share their thoughts, comments, and ideas (Weber,2007:4). Social media utilized by
businesses as a platform through in which direct marketing actions are carried out. In this sense,
social media is pushing the boundaries of time and space in the interactions of businesses with
potential consumers and promoting the feeling of closeness (Mersey et al., 2010), these are
called Social Media Marketing Activities that introduce Brand awareness to its potential
customers. Brand awareness refers to the level of comsumer recognition, acceptance, and recall
of a brand in any case (Percy and Rossiter, 1992; Perreault et al., 2013: 119) according to Aaker
(1991:61) brand awareness is “the ability of a potential buyer to recognize or recall that a brand
is a member of a certain product category". These variables are associated to each other, In this
study shows how effective social media marketing activities to increase brand recognition,
image, and awareness of the potential consumers.
Research that examines social media marketing effects from the perspective of
branding literature is also still mainly exploratory and lacks empirical studies (Hollebeek, Glynn,
& Brodie, 2014). To date, brand equity has received only limited attention in the context of
social media marketing and its effectiveness, despite a few notable exceptions (e.g. Kim & Ko,
2012). This research contributes to prior literature by offering a comprehensive framework that
shows how social media marketing efforts influence brand equity and consumer behavior
towards five luxury brands in four countries.
The previous studies discovered that the social media marketing activities are effective
on brand awareness and customer loyalty. However, these studies were done before the
pandemic and a new era has started using Internet technology as a marketing tool which always
follows up to date. According to Hana Othman ElAydi (2017), nowadays, marketing is changing
faster than ever. Everyday new communication appears. Therefore, it is not impossible for the
social media activities to change as time goes by because customers are now increasingly using
social media to connect, look for, and exchange information, thoughts, and experiences of brands
and companies for their brand awareness and their loyalty.
The aim of this research is to examine the effect of social media marketing activities to
analyze the effect of brand awareness and brand image on brand loyalty in this research. The
population of the research consists of the consumers who actively follow five brands with the
highest social score according to the Marketing Turkey social media brand performance data on
social media communication channels such as Facebook, Twitter and Instagram. As a result of
the analysis, social media marketing activities have been found as effective factors on brand
image and brand loyalty. In addition, it has been found out that brand awareness and brand image
have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that
the brand awareness has a limited effect on the brand image.
https://www.tandfonline.com/doi/abs/10.1080/15332667.2019.1705742?fbclid=IwAR13MokRF
RsMGQ0c3hjRGNR1Tm65gSnw3SQv8ED49lkP6b58nAgm8tSKiNY
The objectives of this research are; (1) examining the effect of social media marketing
activities on brand awareness, brand image and brand loyalty, (2) measuring the effect of brand
awareness on brand image, and (3) analyzing the effect of brand awareness and brand image on
brand loyalty. In this respect, social media marketing activities, brand awareness, brand image
and brand loyalty concepts have been included in the literature. Then, research hypotheses have
been explained.
Links:

https://www.bmij.org/index.php/1/article/view/839.1/904?fbclid=IwAR13MokRFRs
MGQ0c3hjRGNR1Tm65gSnw3SQv8ED49lkP6b58nAgm8tSKiNY

https://www.sciencedirect.com/science/article/abs/pii/S0148296316304325?fbclid=Iw
AR1UK65WGYeV9GAROskBa8NNx-Pzo1CxrIv5wk_ggg_T5FB3sy-zcU7cds0
 https://www.diva-portal.org/smash/get/diva2:1031641/FULLTEXT01.pdf

https://l.facebook.com/l.php?u=https%3A%2F%2Fscholarworks.waldenu.edu%2F
cgi%2Fviewcontent.cgi%3Farticle%3D12130%26context%3Ddissertations%26fbcl
id%3DIwAR1ama9g2N5WG2DVZZZrgFSohlWqU-YF31SeN6-VX0T2Oaj_lEL5SZj1go&h=AT0dfv9zKfaTVVgbS9CX0eQLhQRRILNC26YT5DG81N
t23kZhmGA5tK2zXDm_rhztCTT9xDoU7D0rP5UDcB_PyswnbfLqbWgW3SHn3TQrJvB-IdKntwQNLAF_--gXaNfLjdPMg

https://l.facebook.com/l.php?u=https%3A%2F%2Fwww.abacademies.org%2Fartic
les%2Fthe-effectiveness-of-social-media-by-brand-awareness-information-platformgaining-feedback-customer-acquisition-andrete.pdf%3Ffbclid%3DIwAR2k_QmqNG3V34rsyXxb3wfEg5Fg0QWJmKFvMu_5
YXzM7i4n4bfzxD2NL7k&h=AT0dfv9zKfaTVVgbS9CX0eQLhQRRILNC26YT5D
G81Nt23kZhmGA5tK2zXDm_rhztCTT9xDoU7D0rP5UDcB_PyswnbfLqbWgW3SHn3TQrJvB-IdKntwQNLAF_--gXaNfLjdPMg

https://luminousinsights.net/journals/jidm/article/view/11?fbclid=IwAR01bBbYYW
zr2qIYCl8eKcNvmF7_NLchvAAwZmS9MIeE69TBdalfcdbn2GM

https://www.proquest.com/openview/55efc082449c6c8ea53d2db64d45a189/1?pqorigsite=gscholar&cbl=4368372&fbclid=IwAR3waXVeEzCsaTiMbu5SMNSOt3V0
UEQwl0C8PBDoZGbpdIqEsEoUIoywUVQ