文章基本信息

标题：Influence of Social Media on Brand Positioning and Brand Equity: A Study on Fast Moving Consumer Goods of Bangladesh
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作者：Trina Saha ; Nirjhar Kumar ; Fatema Jannat 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2021
卷号：13
期号：6
页码：118-125
DOI：10.7176/EJBM/13-6-12
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：Today social media is not just a tool of passing time, it is big marketing tool to speak directly with existing and potential customers. It helps to increase brand value with the engagement of a large number of audience. This research is based on the relationship among social media, brand positioning and brand equity. The key factors of branding are brand awareness, brand loyalty, perceived quality, brand image, brand equity etc. The analyses are based on survey data which have been collected through online and offlin Ne survey from 250 respondents who are using social media platform for their buying decisions of Fast Moving Consumer Goods such as food and beverages, household goods and personal care products. We used several statistical techniques to find out the impact of independent variable on dependent variable. The results of our study showed that there is positive relationship among social media and brand positioning and brand equity. On the basis of our results it can be suggested that companies should invest more in social media marketing if they don’t want to miss a super-fast inexpensive and also an effective way to reach a huge customer base.
关键词：Social Media; Social Media Marketing ;Brand Equity; Brand Positioning.