The Effects of Marketing Related Activities on Brand Equity through Facebook

• Main Authors: Shahzad Khan Durrani, Shakeel Khan, Muhammad Hashim Khan, Muhammad Ishtiaq
• Format: Article
• Language: English
• Published: CSRC Publishing 2021-09-01
• Series: Journal of Business and Social Review in Emerging Economies
• Subjects: Brand equity; Facebook; Marketing related Activities; Brand Engagement
• Online Access: http://www.publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1853
• ISSN: 2519-089X; 2519-0326

Purpose of the Study: The study aims to examine and analyze the effects of various marketing related activities on brand equity through Facebook. Methodology: An online survey was conducted for this empirical form of research. Questions were designed on a five-point Likert scale and distributed through Google forms, Facebook, and emails. Out of 450 questionaries 332 active users of Facebook responded. The data was analyzed in SPSS v.21 and AMOS v.22 for results and discussions. Main Findings: The research findings confirm that marketing related activities via social media platform specifically Facebook have positive effects on brand awareness and brand image which finally make brand knowledge and thus leading to building brand equity. Moreover, findings show that development in consumer brand relationship in social networking like Facebook needs to understand both goals (media system dependency) and needs (uses and gratifications). Application of this Study: With the rapid change of technology, Facebook has served as the most attractive part in marketing products, services, and brands to increase sales and brand equity. A large group of brand managers are asking themselves. “How can we improve brand equity by Using Facebook as a marketing channel?” The results and findings in this research study answer this question and lead brand managers to save time and resources and presents some area of improvements related to their needs. Novelty/Originality of this Study: Facebook which is the world’s giant in terms of high number of active users has put challenges for marketers to establish and build brand equity online. The most effective and desirable methods for businesses to use Facebook as a marketing tool have not been clear yet. The novelty of this research is to study and find optimal ways of using Facebook as a marketing tool for building and improving online brand equity.