Four Dimensions Of Social Media
Social media has been used recently in advertising for different kinds of products and brands. Different platforms of social media were used to create new ideas for branding and ways to express consumer’s like/dislike of products and/or brands. The increasing number of information and communication it offers, create an assumption that these platforms can be added to the different traditional means of marketing in building BE (Berthon et al., 2007; Bruhn, Schoenmueller and Schafer, 2012). Whether these social media is generated by the firm itself (such as brand weblogs or the brand communities on the social networks) or generated by customers (mainly word of mouth, and recently influencers), their effect can be noticed significantly.
Recently,
…show more content…
Brand Awareness: refers to the strength of a brand in consumers’ minds and it is considered the first step in building BE (Aaker, 1991). It is the result of consumer’s exposure to a brand, and it has several levels ranging from mere recognition of the brand to the dominance of the brand on consumer’s mind (Alba and Hutchinson, 1987).
2. Brand Association: it is everything related to the brand (Aaker, 1991). Keller (1993) noted that brand associations reflect “the meaning of the brand for consumers” and added that to have a positive effect on BE, the brand association should be unique, strong and favorable (Keller, 2003). Buil et al. (2008) suggested that the brand association could be expanded into three types; perceived value (Aaker, 1996; Lassar, Mittal and Sharma, 1995; Netemeyer et al., 2004), brand personality (Aaker, 1996) and organizational associations (Aaker, 1996; Pappu et al., 2005; 2006). Some researchers provided empirical support that considers brand awareness and association as one variable in measuring BE due to the strong linkage between them (Yoo and Donthu, 2001; Yoo, Donthu and Lee, 2000). However, others stated that these two dimensions are conceptually different and have to be measured distinctively (Aaker, 1991; Pappu et al.,
Social Media Dbq
507 Words | 3 PagesShould Schools Monitor Students Social Media!?!? Have you ever showed up at school and had a friend or classmate tell you about a rumor directed towards you? I think schools should monitor students social media posts but, only if there seems to be problems occurring and disrupting the class. Cyberbullying can lead to low self esteem and depression, causing worse things. Document E, document B and, document D all agree with limiting/monitoring students online speech.
Social Media Dbq
458 Words | 2 PagesHow do you think your world would be without social media? If you didn’t know there are real dangers when students use social media. Another reason is social media can harm your reputation. Some people are mistaken about social media because it can help you by putting you in social groups, you can even make friends on social media. But teens should not use social media because of dangers, harm to reputation, and mental illnesses.
Beyonce: Sexism And Stereotypes
894 Words | 4 PagesIn the past, not much attention has been brought to this
Lin Manuel Miranda Influence
1380 Words | 6 PagesThe Toast, 01 Oct. 2015. Web. 11 Dec. 2015. Kaplan, Janice. "
Arguments Against Universal Healthcare
733 Words | 3 Pages(Emanuel and Fuchs, 2005). References Emanuel, E. & Fuchs, V. (2005). Solved! Washington Monthly, Vol.
Internet Addiction Book Review
758 Words | 4 PagesPLoS ONE, 8(2): e55162. https://doi.org/10.1371/journal.pone.0055162 Romano et al. (2012).
Structural Functionalism In Social Media
1290 Words | 6 PagesStructural-functionalism Structural-functionalism is the idea that society is build by different structures, residing within it, making the cohesion of society stronger. Not all structures are perceivable by the individual - for example the time a certain culture/society eats. In Danish educational institutions, it is common to eat lunch at 11-12am, since one arrives at about 8am - this in turn means that the average time a family dines is usually between 6 and 7pm, whereas in Spain, where work begins later, subsequently lunch is eaten later as a result, which in turn means that the average dinnertime is later as well (between 8 and 10 pm). These structures can also be perceivable for the individual; for example a church reinforces the strength
Differentiation Theory In Learning
1018 Words | 5 Pages( Bigelow,1994;Onosko and Jorgensen ,1998;Lewis and Batts
Porter's Five Forces Of Twitter
903 Words | 4 PagesThis theory is based on the concept that there are five forces that determine the competitive intensity and attractiveness of a market. Porter 's five forces help to identify where power lies in a business situation. This is useful both in understanding the strength of an organization 's current competitive position, and the strength of a position that an organization may look to move into. Strategic analysts often use Porter’s five forces to understand whether new products or services are potentially profitable. By understanding where power lies, the theory can also be used to identify areas of strength, to improve weaknesses and to avoid mistakes.
Branding Literature Review
1157 Words | 5 PagesBrands are complex offerings that are conceived by organisations but ultimately resides in the consumers mind (De Chernatony, 2010). A brand thus signals to the customers the source of the products and services and protects both the competitor who would attempt to provide products and services that appear similar or identical (Aaker, 2004). Brands provides the basis upon which consumer can identify and bond with a product or service or group of products and services (Weilbacher, 1995). A brand is a specific uniqueness associated with a product or services that enables the consumers connect with it by easy identification through the name, slogan, design, logo, symbols, etc. of the organisation that produces the products or
Pros And Cons Of Social Media Analytics
1261 Words | 6 PagesSocial Media Analytics: Understanding the Functional building blocks Pros and Cons Introduction Every day, prospective consumers and customers propose feedback and engage in online discussion about businesses on sites like Twitter, Facebook etc. Social media, which are easy-to-access tools that allow digital communication and teamwork, are progressively making an influence on the global world. Social media has stretched from its beginning in the end user space to the point at which its result on brand and commercial reputation can be immediate and influential. Thus companies are discovering the importance to scrutinize and quantify this emerging space.
More about Four Dimensions Of Social Media
Social Media Dbq
507 Words | 3 PagesArguments Of The Constitutional Convention
341 Words | 2 PagesThe New Jim Crow Essay On Legalized Discrimination
1204 Words | 5 PagesSocial Media Dbq
458 Words | 2 PagesBeyonce: Sexism And Stereotypes
894 Words | 4 PagesLin Manuel Miranda Influence
1380 Words | 6 PagesHeroic Qualities Of Odysseus As A Hero In Homer's Odyssey
593 Words | 3 PagesArguments Against Universal Healthcare
733 Words | 3 PagesFirst Wave Feminism Essay
726 Words | 3 PagesInternet Addiction Book Review
758 Words | 4 PagesStructural Functionalism In Social Media
1290 Words | 6 PagesDifferentiation Theory In Learning
1018 Words | 5 PagesPorter's Five Forces Of Twitter
903 Words | 4 PagesBranding Literature Review
1157 Words | 5 PagesPros And Cons Of Social Media Analytics
1261 Words | 6 Pages