3. Introduction
The popularity of social media has generated
a drastic change in the business world. It has
changed the landscape of brand management
and forces business firms to use a new
interactive way to deal with their customers
4. Social Media Marketing:
“Social media marketing can be defined as the
process that empowers promotion of websites,
products, and services via online social
channels. It involves marketing related
activities such as blogging, sharing photos
and posts online.”
5. Brand Equity
Brand equity is a marketing term that
describes a brand’s value. That value is
determined by consumer perception of and
experiences with the brand
6. How Brand Equity Develops
Awareness – The brand is introduced to its
target audience – often with advertising – in a
way that gets it noticed.
Recognition – Customers become familiar
with the brand and recognize it in a store or
elsewhere.
7. How Brand Equity Develops
Trial – Now that they recognize the brand and
know what it is or stands for, they try it.
Preference – When the consumer has a good
experience with the brand, it becomes the
preferred choice.
8. How Brand Equity Develops
Loyalty – After a series of good brand
experiences, users not only recommend it to
others, it becomes the only one they will buy
and use in that category. They think so highly
of it that any product associated with the brand
benefits from its positive glow.
9. Aligning Brand Equity and Social Media
Marketing
In an attempt to explore the effect of social media
marketing on brand equity, the model, suggested by
Lee (2014) is significant in building the conceptual
framework for the company in question.
Exposure → Customer Engagement → Fan loyalty
→ Influence
10. ‘Exposure’ is the main ingredient that paves the
way forward to Customer Engagement. Fan
Loyalty and Influence that helps to enhance
brand equity.
11. Customer engagement takes place when users co-
create the brand online, like and share social
media contents. Creating fan loyalty is about driving
customer to act as brand ambassadors, spread
the positive E-Word-of-Mouth which encourage
peers to join the online brand community . Brand
loyalty is the ultimate relationship between the
company and customer
