Influence of Social Media on Brand Positioning and Brand Equity: A Study on Fast Moving Consumer Goods of Bangladesh

Trina Saha ,Nirjhar Kumar ,Fatema Tul Jannat ,Nazmoon Nahar

doi:10.7176/ejbm/13-6-12

Abstract

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. Keywords: Social Media, Social Media Marketing ,Brand Equity, Brand Positioning. DOI: 10.7176/EJBM/13-6-12 Publication date: March 31 st 2021

Highlights

Since the late 1990s, people are communicating themselves through social media, they have become social media themselves
From these perspectives this research article is pioneering because there are few research on social media in our country but no research on its relationship with brand positioning and brand equity
From the results we found that people are using social media as a platform of meeting their questions regarding any product or service, they found it as a easy way of communicating with marketing experts of different organizations as well as with other consumers of the same products

Summary

Introduction

Since the late 1990s , people are communicating themselves through social media, they have become social media themselves. Social media is the catchphrase of today’s business world, no one can ignore its influence on physical world. Social media is a phenomenon that has drawn a lot of attention both to companies and individuals interacting on the networking landscape. Traditional brand communications that were previously controlled and administered by brand and marketing managers. Today thorough social media network consumers can directly interact with brands and brands can know their consumers better than before

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Conclusion