The effect of advertising awareness on brand equity in social media
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2020.
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| Ձևաչափ: | Internship report |
| Լեզու: | English |
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Brac University
2022
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| Առցանց հասանելիություն: | http://hdl.handle.net/10361/16429 |
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10361-164292022-03-09T21:01:28Z The effect of advertising awareness on brand equity in social media Jabin, Siddiqua Mahe Mamoon, Mahreen Brac Business School, Brac University Social media Advertising Digital media Branding Branding (Marketing) Internet marketing. This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2020. Cataloged from PDF version of internship report. Includes bibliographical references (pages 30-33 ). 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. Siddiqua Mahe Jabin B. Business Administration 2022-03-09T05:11:28Z 2022-03-09T05:11:28Z 2020 2020-05 Internship report ID 15304067 http://hdl.handle.net/10361/16429 en Brac University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. 36 pages application/pdf Brac University |
| institution |
Brac University |
| collection |
Institutional Repository |
| language |
English |
| topic |
Social media Advertising Digital media Branding Branding (Marketing) Internet marketing. |
| spellingShingle |
Social media Advertising Digital media Branding Branding (Marketing) Internet marketing. Jabin, Siddiqua Mahe The effect of advertising awareness on brand equity in social media |
| description |
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2020. |
| author2 |
Mamoon, Mahreen |
| author_facet |
Mamoon, Mahreen Jabin, Siddiqua Mahe |
| format |
Internship report |
| author |
Jabin, Siddiqua Mahe |
| author_sort |
Jabin, Siddiqua Mahe |
| title |
The effect of advertising awareness on brand equity in social media |
| title_short |
The effect of advertising awareness on brand equity in social media |
| title_full |
The effect of advertising awareness on brand equity in social media |
| title_fullStr |
The effect of advertising awareness on brand equity in social media |
| title_full_unstemmed |
The effect of advertising awareness on brand equity in social media |
| title_sort |
effect of advertising awareness on brand equity in social media |
| publisher |
Brac University |
| publishDate |
2022 |
| url |
http://hdl.handle.net/10361/16429 |
| work_keys_str_mv |
AT jabinsiddiquamahe theeffectofadvertisingawarenessonbrandequityinsocialmedia AT jabinsiddiquamahe effectofadvertisingawarenessonbrandequityinsocialmedia |
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1814309052428058624 |