Does Successful Social Media Marketing Affect Brand Value?: An Empirical Investigation

Does Successful Social Media Marketing Affect Brand Value?: An Empirical Investigation

Stefan Koch (Bogazici University, Turkey) and Asli Dikmen (Bogazici University, Turkey)
Copyright: © 2018 |Pages: 13
DOI: 10.4018/978-1-5225-5637-4.ch020

Abstract

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.
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Introduction

Brand is no longer simply a symbol of the product and brand management has been moving towards making use of multiple channels in order to engage customers and sustain a more intense experience around the brand instead of depending merely on advertising (Arvidsson, 2006). This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Quite often it is assumed that these two constructs are related, but no study has so far shown or analyzed this relationship. The paper begins with brief definitions of social media, brand engagement and brand value concepts, followed by a literature review on social media marketing and measures of effectiveness. Related data from a list of chosen companies is collected and evaluated, and the paper concludes with a discussion of findings.

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