All Title Author
Keywords Abstract

Publish in OALib Journal
ISSN: 2333-9721
APC: Only $99

ViewsDownloads

The Effect of Social Media Marketing on Brand Awareness through Facebook: An Individual-Based Perspective of Mobile Services Sector in Egypt

DOI: 10.4236/oalib.1104977, PP. 1-5

Subject Areas: Marketing, Business Research Methods, Consumer Behavior

Keywords: Social Media Marketing, Brand Awareness, Online Communities, Facebook

Full-Text   Cite this paper   Add to My Lib

Abstract

The growing usage of social media is changing the businesses’ method re-sponding to consumer’s needs and wants and increasing the chances for firms to market their products and services in a customized and personal way. Nev-ertheless, there are still needed answers concerning to what extent social media platforms as marketing tools are being employed by companies and their effect on brand awareness in mobile service providing industry in Egypt. The purpose of this study is to investigate the impact of social media marketing activities on Facebook on brand awareness keeping into consideration the moderating effect of demographics, namely; age and gender. The research showed that social media marketing firms use mainly about six dimensions as an instrument for their marketing activities: Online Communities, Interaction, Sharing of Content, Accessibility, and credibility. Also, this research is testing the demographics moderation role in the relationship between social media marketing activities on Facebook and consumer based brand awareness. Moreover, practical importance of this research is described in the fact that managers may use the results to improve their marketing activities related to social networks specially their Facebook fan pages to have better brand awareness of their brands. Besides, firms may start to integrate social media marketing into their marketing strategies, improving communication and interaction with their customers and increase their brand awareness circle. A sample of the study totaled 402 customers; the researcher tested the hypothesis using the correlation analysis, regression analysis using SPSS and structure equation model using AMOS. This research provides an evidence of the relationship between social media marketing activities on Facebook and brand awareness of mobile service providers in Egypt.

Cite this paper

ElAydi, H. O. (2018). The Effect of Social Media Marketing on Brand Awareness through Facebook: An Individual-Based Perspective of Mobile Services Sector in Egypt. Open Access Library Journal, 5, e4977. doi: http://dx.doi.org/10.4236/oalib.1104977.

References

[1]  Mihalcea, A.D. and Savulescu, R.M. (2013) Social Networking Sites: Guidelines for Creating New Business Opportunities through Facebook, Twitter and LinkedIn. Management Dynamics in the Knowledge Economy, 1, 39-54.
[2]  Bruhn, M., Schoenmueller, V. and Sch?fer, D.B. (2012) Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation? Management Research Review, 35, 770-790.
https://doi.org/10.1108/01409171211255948
[3]  Mangold, W.G. and Faulds, D.J. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52, 357-365.
https://doi.org/10.1016/j.bushor.2009.03.002
[4]  Milewicz, C. and Saxby, C. (2013) Leaders’ Social Media Usage Intentions for in-Bound Customer Communications. Management Research Review, 36, 849-867.
https://doi.org/10.1108/MRR-03-2012-0049
[5]  As’ad, H.A.I.R. and Al Hadid, A.Y. (2014) The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research, 3, 315.
[6]  Heidemann, J., Klier, M. and Probst, F. (2012) Online Social Networks: A Survey of a Global Phenomenon. Computer Networks, 56, 3866-3878.
https://doi.org/10.1016/j.comnet.2012.08.009
[7]  Internet World Stats (2017) World Internet Users Statistics Usage and World Population Stats.
http://www.internetworldstats.com/stats.htm
[8]  Ministry of Communication and Information Technology (MCIT) (2018) Summary Report of Communication and Information Technology Indicators in Egypt 2014; 2015; 2017.
http://www.mcit.gov.eg/Indicators/indicators.aspx
[9]  AnnualReports (2017) Face-book Annual Report.
http://www.annualreports.com/Company/facebook
[10]  Kim, A.J. and Ko, E. (2010) Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1, 164-171.
https://doi.org/10.1080/20932685.2010.10593068
[11]  Babac, R. (2011) Impact of Social-Media Use on Brand Equity of Magazine Brands: A Qualitative Study of Vogue Turkey.
[12]  Marzouk, W.G. (2016) Usage and Effectiveness of Social Media Marketing in Egypt: An Organization Perspective. Jordan Journal of Business Administration, 12, 209-238.
https://doi.org/10.12816/0030062
[13]  Dubai School of Government (2013) Transforming Education in the Arab World: Breaking Barriers in the Age of Social Learning.
http://www.ArabSocialMediaReport.com
[14]  Taprial, V. and Kanwar, P. (2012) Understanding Social Media. Bookboon, London.
[15]  Karamian, H., Nadoushan, M.A. and Nadoushan, A.A. (2015) Do Social Media Marketing Activities Increase Brand Equity. International Journal of Economy, Management and Social Sciences, 4, 362-365.
[16]  Aaker, D.A. (1996) Measuring Brand Equity across Products and Markets. California Management Review, 38, 102.
https://doi.org/10.2307/41165845
[17]  Aaker, D.A. and Joachimsthaler, E. (2000) Brand Leadership: Building Assets in an Information Economy. Simon and Schuster, New York.
[18]  Kaplan, A.M. and Haenlein, M. (2010) Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59-68.
https://doi.org/10.1016/j.bushor.2009.09.003
[19]  Laroche, M., Habibi, M.R. and Richard, M.O. (2013) To Be or Not to Be in Social Media: How Brand Loyalty Is Affected by Social Media? International Journal of Information Management, 33, 76-82.
https://doi.org/10.1016/j.ijinfomgt.2012.07.003
[20]  DiMauro, V. and Bulmer, D. (2014) The-Social-Consumer-Study. The Society for New Communications Research.
[21]  McKinsey (2007) How Businesses Are Using Web 2.0: A McKinsey Global Sur-vey. The McKinsey Quarterly.
[22]  André, A.R.Q. (2015) Consumer Engagement with a Brand on Facebook. Doctoral Disserta-tion.
[23]  Yazdanparast, A., Joseph, M. and Muniz, F. (2016) Consumer Based Brand Equity in the 21st Century: An Examination of the Role of Social Media Marketing. Young Consumers, 17, 243-255.
https://doi.org/10.1108/YC-03-2016-00590
[24]  Ismail, A.R. (2017) The Influence of Perceived Social Media Marketing Activities on Brand Loyalty: The Mediation Effect of Brand and Value Consciousness. Asia Pacific Journal of Marketing and Logistics, 29, 129-144.
https://doi.org/10.1108/APJML-10-2015-0154

Full-Text


comments powered by Disqus

Contact Us

service@oalib.com

QQ:3279437679

微信:OALib Journal