Communication Of Brand Image Via Social Media Marketing Assignment Sample

Introduction: Communication Of Brand Image Via Social Media Marketing

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Chapter 1: Introduction

Background

“Social media marketing” is demonstrated as the digital marketing process that leverages the renowned powerful social media networks to accomplish branding and marketing goals. Amazon is an E-commerce organisation that focuses on online shopping through vast arrays of the internet.

The mission of the organisation is to serve the customer with affordable costs and utmost convenience and centres on costs and selection. The leading online retailing organisation has earned revenue of around 33 billion US dollars (Amazon, 2022). Communication with the customers regarding the brand image has become crucial which is currently initiated via digital marketing. In this study, the interaction of brand reputation with the customer through the strategy of “Social media marketing” is critically evaluated.

Aim

The study aims at evaluating the importance of communicating the brand image to potential customers through social media and its effect on business function.

Objective

• To understand the necessity of communication in recent business trends through digital marketing
• To evaluate the effect of communicating brand image via “Social media marketing” on customer purchasing behaviour and trends
• To recommend strategies for utilising digital marketing in enhancing communication with the customers to foster brand image and earn revenue

Research problem

In this current business world, digital marketing particularly “Social media marketing” plays a significant role in shaping the structure of the business. Customers, earning revenue and brand image depend highly on the digital media marketing trends of Amazon. As mentioned by Zollo et al. (2019), the problem arises with “Social media marketing” when a particular brand is not able to communicate with the customers properly which resulted in business loss and loss of customers. Another major problem with “Social media marketing” is the competitors as the marketing strategy and business functions are prevalent in other rivalries which can be extremely risky for the organisation.

Research question

Q1. What is the significance of communication of brand image in digital marketing?

Q2. What are the issues experienced by the businesses in communicating with the customers regarding brand images in “Social media marketing”?

Q3. What is the effect of interacting brand messages to customers via digital marketing on the trends and purchasing behaviour of customers?

Q4. What strategies must be used by businesses for using “Social media marketing” in developing communication?

Chapter 2: Literature review

Importance of “Social media marketing” in business: Evaluate

Social media has become a renowned and necessary daily activity which is basically utilised for social communication and access to decision-making and news and information. Social media permits the marketers to engage and connect with the potential customers irrespective of the place (Tafesse and Wien, 2018). In this current era of digitalisation, LinkedIn, Youtube, Facebook, Instagram and Twitter are the most utilised social media platforms used by different business organisations.

In business, “Social media marketing” gives the organisation the pattern to involve the new and existing customers while permitting them to foster a designed tone and cultural mission. As mentioned by Ebrahim (2020), Social media in this recent trend of digital marketing provides immense benefits to the organisation such as maximising organic visibility, developing brand loyalty, and maximising brand recognition and customer feedback. These benefits lead the organisations to the top positions.

Effect of communicating the brand messages on customer trends and purchasing behaviour

Communicating with potential customers is extremely crucial for business organisations. In today’s generation, businesses utilise different communication tactics to share their message with their customers. One of the most utilised forms is “Social media marketing” which has assisted different organisations to develop rapidly (Shareef et al. 2019). According to the promotion, the purchasing behaviour of the customer changes with the changing trend which significantly increases their brand sales.

Communicating the brand message to the customers through “Social media marketing” has a positive effect on the sales and business operation of the organisation. As cited by Seo and Park (2018), on different social media platforms, many E-commerce organisations provide attractive advertisements to capture the eye-sight of the customers for purchasing products. Recently, the blogging trend has been popular where different influencers promote different brands for their benefit.

Recommend strategies for developing communication via digital marketing

Business organisations must communicate with the existing customers by providing personalised offers and discounts on the products offered. As opined by Molinillo et al. (2019), organisations must focus on customer feedback to reflect the importance of their opinion and values which is the most important part of the communication. More Social media campaigns must be initiated by different business organisations to interact with their customers effectively (Gómez et al. 2019). Effective social media campaigns can assist the organisation in the factors of customer retention.

Chapter 3: Methodology

Research methodology

Research methodology is the most significant part of the research work which is a particular process used to recognise, select and evaluate the data regarding the research matter. In obtaining the information regarding “Social media marketing”, a research study has focused on secondary data collection methods. As opined by Loomis and Paterson (2018), the secondary data collection method is demonstrated as the process where the research study can obtain data from different existing sources. The research study has utilised different journals, articles, scholars and Internet sources to gather the relevant data from the sources. Selecting an appropriate research method demonstrates the reliability and validity of the information used in this research work.

The secondary data collection method has proved to be immensely beneficial and enormously less time-consuming in comparison to the other method of data collection. The abundance of data on digital marketing particularly on “Social media marketing” is available in different sources. Secondary data is utilised in this research study by recognising the research issues and a strategy is developed to move to solutions to the issue (Moser and Korstjens, 2018). The secondary research method assisted the research study in scrutinising the alternative options or perspectives on the real questions of previous work. Secondary information collection is economical and saves the expenses and efforts of the researcher.

Research Timeline

Table 1: Research Timeline

In this research work, topic introduction and identifying of aims and objectives consumers almost 9 days which is the preliminary and most stage of research work. The research study has reviewed the existing journal through the utilisation of secondary sources which took around 14 days. However, the information from journals and articles is acquired within 12 days where the documentation is also done. The last stage is reaching the conclusion statement which means summarising the overall findings from the research which takes around 2 days.

Chapter 4: Findings and Analysis

Findings

Summary

The activity of customer experience and “Social media marketing” is comprehended through digital marketing to calculate the quality of customer relationships. This has a significant effect on outcomes of customer behaviour which are loyalty intention, participation and purchasing intention. SNS assisted the business organisation to develop their marketing campaigns and communication power with the customers so that the brand message can be fostered most effectively. As opined by Voorveld (2019), the marketing content of SNS is required to follow CX (customer experience) and SMM dimensions to accomplish the objectives of marketing and generate sustainable performances. It is significant from the research work that the effect of the activities of ““Social media marketing”” indirectly effects satisfaction of customers. Satisfaction is effected through “perceived value” and “social identification”. Similarly, perceived value and social identification effect customer satisfaction that effects the intention of purchasing and participation.

Social media’s effect on the behaviour of customers comprises a broad spectrum of activities starting from sharing ideas, and attitudes and sharing information. It is initiated to acquire understanding and awareness and displays the post-purchasing behaviour without buying. This leads the business organisation to be more communicative in communications of marketing to recognise creative applications to create brands and products more accessible (Colella et al. 2019). Through the efforts of online marketing via communication channels of social media, the business organisation reaches to the highest point. All the activities of social media motivate the customers to select the brands and products that send messages of target marketing to other customers online.

Conclusion

Taking into consideration the above study, it can be concluded that the communication process has a great effect on the digital marketing system of the chosen organisation in the current situation. In the concerned study, the communication in recent business trends through digital marketing in the context of Amazon is thoroughly discussed. Apart from that, the effect of communicating brand image via ““Social media marketing”” on customer purchasing behaviour and the current trends are also discussed in this study. Besides this, the potential strategies for increasing the effectiveness of digital promotional activities by increasing the communication with the customers to foster brand image and earning revenue are mentioned in the concerned study.

References

Journals

• Bilgin, Y., 2018. The effect of “Social media marketing” activities on brand awareness, brand image and brand loyalty. Business & management studies: an international journal, 6(1), pp.128-148.
• Chen, S.C. and Lin, C.P., 2019. Understanding the effect of “Social media marketing” activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, pp.22-32.
• Colella, G., Amatulli, C. and Martinez-Ruiz, M.P., 2019. “Social media marketing” and Luxury Consumption: A Literature. International Journal of Marketing Studies, 11(4), pp.30-52.
• Ebrahim, R.S., 2020. The role of trust in understanding the effect of “Social media marketing” on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), pp.287-308.
• Gómez, M., Lopez, C. and Molina, A., 2019. An integrated model of social media brand engagement. Computers in Human Behavior, 96, pp.196-206.
• Loomis, D.K. and Paterson, S., 2018. A comparison of data collection methods: Mail versus online surveys. Journal of Leisure Research, 49(2), pp.133-149.
• Molinillo, S., Anaya-Sánchez, R., Morrison, A.M. and Coca-Stefaniak, J.A., 2019. Smart city communication via social media: Analysing residents' and visitors' engagement. Cities, 94, pp.247-255.
• Moser, A. and Korstjens, I., 2018. Series: Practical guidance to qualitative research. Part 3: Sampling, data collection and analysis. European journal of general practice, 24(1), pp.9-18.
• Rutberg, S. and Bouikidis, C.D., 2018. Focusing on the fundamentals: A simplistic differentiation between qualitative and quantitative research. Nephrology Nursing Journal, 45(2), pp.209-213.
• Seo, E.J. and Park, J.W., 2018. A study on the effects of “Social media marketing” activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, pp.36-41.
• Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. and Islam, R., 2019. “Social media marketing”: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, pp.58-69.
• Tafesse, W. and Wien, A., 2018. Implementing “Social media marketing” strategically: an empirical assessment. Journal of Marketing Management, 34(9-10), pp.732-749.
• Voorveld, H.A., 2019. Brand communication in social media: A research agenda. Journal of Advertising, 48(1), pp.14-26.
• Wibowo, A., Chen, S.C., Wiangin, U., Ma, Y. and Ruangkanjanases, A., 2020. Customer behavior as an outcome of “Social media marketing”: The role of “Social media marketing” activity and customer experience. Sustainability, 13(1), p.189.
• Zollo, L., Filieri, R., Rialti, R. and Yoon, S., 2020. Unpacking the relationship between “Social media marketing” and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, pp.256-267.