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Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers

Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers

Pawan Kumar, Gursimranjit Singh
Copyright: © 2020 |Pages: 20
ISBN13: 9781799801313|ISBN10: 1799801314|ISBN13 Softcover: 9781799801320|EISBN13: 9781799801337
DOI: 10.4018/978-1-7998-0131-3.ch016
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MLA

Kumar, Pawan, and Gursimranjit Singh. "Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers." Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer, edited by Sumesh Singh Dadwal, IGI Global, 2020, pp. 336-355. https://doi.org/10.4018/978-1-7998-0131-3.ch016

APA

Kumar, P. & Singh, G. (2020). Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers. In S. Dadwal (Ed.), Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer (pp. 336-355). IGI Global. https://doi.org/10.4018/978-1-7998-0131-3.ch016

Chicago

Kumar, Pawan, and Gursimranjit Singh. "Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers." In Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer, edited by Sumesh Singh Dadwal, 336-355. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-0131-3.ch016

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Abstract

This chapter provides a theoretical analysis on the role of digital marketing, social media, and digital marketing tools and techniques (DMTT) in developing customer-based brand equity (CBBE). The chapter discuses different types of digital marketing tools and techniques. The review has found that the consumer's behavioural engagement with brands via social media has a positive effect on customer-based brand equity. Digital media has a positive effect on buyer's intentions because it creates a strong connection between customers and business. Web 2.0-based technologies let users create and collaborate and exchange information and values. This has further led to consumers participating in the process of production of goods and services, as co-creators. Customer engagement, co-creating, and sharing of information via online platforms enhances customer relationship and brand equity.

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