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
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
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