The Relationships of Social Media and Brand Equity

Lam Tak Ming

International Journal of Management Sciences, 2015, vol. 6, issue 3, 141-147

Abstract: Social networks have been named as the next media for marketing. For them, blogs, Facebook or Twitter is helpful in understanding the thinking of the people behind the brands. They satisfy the desire of engagement with a brand they wish to be associated with. Their motives are connected to the ideas of corporate community and how successful brands promote their ideas. In the initial findings from this research, the brand equity is strengthened through the community members’ participation and involvement. By going to social networks, people can understand the personalities of the community members behind the scenes. In fact, this can provide more useful for the smaller organization as the owner can spend more effort on the small group of people. It allows that organization to be more responsive to audiences and consumer demands. It also allows the leader in the organization to have a better understanding for their members. Nevertheless, if the social media used correctly, it can provide useful tools for the brand as they allow the organization’s voice to come forward. Identifying the tiers of influencers and how they fit into a brand’s social media strategy will ensure a social media engagement that produces measurable results and a positive contribution to brand equity.

Keywords: social network; social media; SME and brand equity (search for similar items in EconPapers)
Date: 2015
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