The effect of advertising awareness on brand equity in social media

Abstract

Social media has become a significant platform which has drawn the attention of both the companies and consumers to interact there. It has changed the traditional marketing systems and communication style between brands and consumers and enabled the final users to make a positive as well as negative influence on the company’s brand equity. In this way, it is significant for organizations to know how to manage the impact on social media seeking to build brand equity by building brand awareness and positive image for the brand. The importance of this study is to find out how a company or organization can utilize the moment of social media to create a strong brand equity and also explore its drawbacks to grab the attention of those companies who are venturing into digital media to increase their brand image and brand awareness. Nowadays, online promotion has taken new structures which have more advantages over the traditional mediums such as print media, TV and radio. Marketing communication is becoming personal, interesting, interactive and social. Awareness which include both recall and recognition become the first step for any move toward a successful marketing strategy. The main intention of this study is to showcase the function of awareness in social media on brand equity through advertising awareness, the conceptual model shows the impact of advertising awareness on brand equity and its dimensions. To conduct our research work, we mainly used secondary data and qualitative research techniques. A structured questionnaire was created in Google docs which consists of 20 questions and that questionnaire was used to gather all the data to test the model. Sampling involved random people from social media such as Facebook and Messenger and distributed among them to allow the user for attrition rate from the sample size. Factors and regression also used to test the model. From our survey, we have found that regression suggests that elements of Brand Equity such as Brand Awareness, Brand Association have major influence in Brand loyalty which ultimately results in increasing Brand Equity. So it is important for the company to concentrate more on Brand Awareness, Brand Association and Brand Loyalty in order to increase Brand Equity.