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Evolving to a New Dominant Logic in Building Brand Equity: A Case on Social Media Networks in Bangladesh

Author(s)

Md. Ashraf Harun, Md. Rakibul Hassan
Abstract:

The phenomenon which will be discussed in this study is social media and its potentiality in future in building brand equity. That means how effective the social media is in creating brand equity. In order to be specific, researchers selected some particular social media – Facebook, Twitter and Instagram. In relation to the topic some independent factors were selected and later their influence was tested. Questionnaires were handed out for some people. The collected data was encoded into Microsoft excel and analyzed where researchers did the correlation analysis to track the relationship between the independent variables and the dependent variables. The result of the collected data also represented in table and graph. Social media networks influence the brand awareness, help to create proper brand meaning in the mind of customer and help to elicit proper response and create bond with customers. Mainly social media helps to increase the brand awareness of customers. Interactive fan page, game, quiz are getting more intension now a days. Marketers have to find out appropriate social media networks to get benefits from these social media networks. This study is not only helpful for the people related to this industry and but also the people who are interested to conduct research in this area.

Keywords: Social Media, Brand, Brand Building.