Social Media Role on Building Brand Equity Perception - Ichsan Rasyid Thesis Presentation
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Social media usage can affect brand equity perception of the YourSingapore tourism brand. A survey was conducted of 175 respondents about their social media use and brand perceptions. The results showed: 1) On average, respondents had moderate levels of brand awareness, perceived quality, loyalty and overall brand equity. Social media use had a small but significant effect on brand equity. 2) Participating in online communities ("cyber agoras") around the brand on social media had the strongest impact on building awareness, perceived quality and loyalty. 3) General social media use alone did not strongly affect brand perceptions. The study concluded social media should be used alongside other marketing to more strongly influence brand views.
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Social Media Role on Building Brand Equity Perception - Ichsan Rasyid Thesis Presentation
- 1. PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP PEMBENTUKAN PERSEPSI EKUITAS MEREK KAMPANYE MEDIA SOSIAL YOURSINGAPORE UNIVERSITAS INDONESIA SALEMBA 2011 Social Media Usage Effects on Brand Equity Perception Building Social Media Campaign of YourSingapore Tourism Brand Oleh. Mohammad Ichsan 0906590471 Pembimbing Dr. Pinckey Triputra, M.Sc
- 2. Preamble Social Media? Brand Equity? • ATL Communication Channel Cluttered and Expensive cost. • A New Marketing Communication Platform • It becomes today’s communication trend platform. • It’s one of important business objectives. • It gives an added value to the product or service.
- 3. Social Media Social Media Social Media Social Media Brand Equity “Does the platform benefits the business?” However, social media platform remains doubtful to the management. Preamble
- 4. Preamble The Brand was launched in March 5th 2010 with a contemporary essence. The brand announced its drive to web communication strategy and its digital platform focus. The brand also utilize social media platform to engage with its target consumer.
- 5. Theoretical Framework Brand Equity Social Media Social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics: Participation; Opennes; Conversation; Community; Connectedness. (Mayfield, 2010) – combined with the CMC characteristic by Wood and Smith (2005). A set of assets or liabilities, which is owned by a certain brand or symbol, that could added or diminished the value of a product or service (Aaker, 1996) Cyber Agora Cyber Activity Brand Awareness Brand Perceived Brand Loyalty Opennes Attractiveness Vividness Participation Conversation Community Connectedness Top of Mind Brand Recall Brand Recognition Unaware of Brand Quality Price Services Emotional Factor Easiness Reason to Buy Positioning Trust Suitability Satisfaction Likes the Brand Committed
- 6. Research Method Type of Research Population and Sample Analysis Unit Data Gathering Technique Analysis Method Validity and Reliability Hypothetical Deductive Method and Survey Research Stratified Purposive random Sampling . 175 respondents . Individual as the analysis unit Online Survey Questionnaires Multivariate – regression analysis Keyser-Meyer-Olkin & bartlett Test for Validity and Cronbach’s Alpha Coefficient for the reliability
- 7. Analysis Framework Research Method Brand EquitySex Age Education Expenditure Social Media
- 8. Sex Frequency % Male 85 48.6 Female 90 51.4 Total 175 100 Age Frequency % 18-30 159 90.9 31-42 13 7.4 43-54 3 1.7 Total 175 100.00 Education Level Frequency % SMA 14 8.0 D3 11 6.3 S1 131 74.9 S2 19 10.9 Total 175 100.00 Expenditure Frequency % 500,000-5,000,000 152 86.9 5,000,001 – 30,000,000 23 13.1 Total 175 100 Respondent Characteristic Research Result
- 9. Aspect Awareness Perceived Loyalty Equity Agora Activity N Mean 2.5 / 5 3.1 / 5 3.29 / 5 3.14 / 5 2.6 / 5 1.97 / 5 175 Research Result
- 10. Analysis Framework Brand EquitySex Age Education Expenditure Social Media Research Result Sig = 0.004 R2 = 0.047 Sig = 0.973 R2 = 0.000 Sig = 0.411 R2 = 0.004 Sig = 0.608 R2 = 0.002 Sig = 0.001 R2 = 0.063
- 11. Brand Equity Social Media Cyber Agora Cyber Activity Brand Awareness Brand Perceived Brand Loyalty Opennes Attractiveness Vividness Participation Conversation Community Connectedness Top of Mind Brand Recall Brand Recognition Unaware of Brand Quality Price Services Emotional Factor Easiness Reason to Buy Positioning Trust Suitability Satisfaction Likes the Brand Committed Research Result Variable Sig. Determiner Coefficient(%)Dependent Independent cyber agora awareness 0.000 30.3 perceived 0.021 3.1 loyalty 0.017 34.5 equity 0.000 10.5 Variable Sig. Determiner Coefficient (%)Dependent Independent cyber activity awareness 0.000 30.6 perceived 0.795 0.0 loyalty 0.401 0.4 equity 0.009 3.8 X Y Sig. R2 Social media Brand equity 0.001 0.063
- 12. Conclusion and Recommendation Conclusion • It cannot stand alone. • Impression is important. • Relatively un-mass. • There’s still another variable. • Consider beyond demographic. Recommendation • Utilize another media for greater effect. • Strong thematic and tactical message campaign to drive them to web. • Another variable such us Media Use, Continuity, and Relevance. • Focus on community. YourSingapore’s Cyber Agora