The Effects of Marketing Related Activities on Brand Equity through Facebook

Shahzad Khan Durrani, Shakeel Khan, Muhammad Hashim Khan and Muhammad Ishtiaq

Journal of Business and Social Review in Emerging Economies, 2021, vol. 7, issue 3, 613-628

Abstract: Purpose: The study aims to examine and analyze the effects of various marketing related activities on brand equity through Facebook.Methodology: An online survey was conducted for this empirical form of research. Questions were designed on a five-point Likert scale and distributed through Google forms, Facebook, and emails. Out of 450 questionnaires 332 active users of Facebook responded. The data was analyzed in SPSS v.21 and AMOS v.22 for results and discussions.Findings: The research findings confirm that marketing related activities via social media platform specifically Facebook have positive effects on brand awareness and brand image which finally make brand knowledge and thus leading to building brand equity. Moreover, findings show that development in consumer brand relationship in social networking like Facebook needs to understand both goals (media system dependency) and needs (uses and gratifications).Implications: With the rapid change of technology, Facebook has served as the most attractive part in marketing products, services, and brands to increase sales and brand equity. A large group of brand managers are asking themselves. “How can we improve brand equity by Using Facebook as a marketing channel?” The results and findings in this research study answer this question and lead brand managers to save time and resources and presents some area of improvements related to their needs.

Keywords: Brand equity; Facebook; Marketing related Activities; Brand Engagement (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:src:jbsree:v:7:y:2021:i:3:p:613-628

DOI: 10.26710/jbsee.v7i3.1853

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