The impact of social media marketing on brand equity and customer purchase intentions: A case studies of SMEs in Pakistan
Year: 2025
Type: dissertation
Abstract: The era of social media began almost a two decade ago. Personal or professional communication and communication between business has become easy and simple mainly due to social media. Some of social media platforms like Facebook and MySpace were both launched in 2003, while LinkedIn introduced until 2004. The number of people using social media in daily activities is increasing rapidly. Now that these social media sites are so popular, every company is incorporating them into their overall strategy and expanding their presence on social media. The great job of advertising through online media provides an incredible opportunity for product promotion allowing companies to reach a larger customer base and attract potential customers while retaining the existing customers. The main aim of this study is to assess the impact marketing activities through social media platforms has on brand equity and customer purchase intention. In this study special focus was given on SMEs in Pakistan. There are many existing studies on this topic in developed countries however limited focus is given on the impact of social media in developing countries. Hence, this study was able to fill the research gap that exists in the developing countries. The thesis focuses on SMEs as there increasing number of start-ups operating in Pakistan. In this research a mix approach was used hence both questionnaire and interview ere used as method of data collection. Questionnaires were utilised as the means of gathering data. The study's sample size is 100 people, selected at random by the company and assessed following data collection. This is the population-level feedback that the sample was used to collect. In this study, we used social media platforms like Instagram, Facebook, and Twitter to survey SMEs customers. Social media marketing for the company and its effect on brand equity was the main topic covered survey is based. Interviews are conducted and performed in perspective of quantitative data analysis so that certain level of qualitative understanding could be developed regarding the results resulted based on surveys. Descriptive questions are focused on opinions provided by respondents and their experience regarding brand equity, intention of purchase and social media promotion. In gaining contextual information, it is considered as important stage so that further evaluation is made on the quantitative form of collected data. According to research on brand equity, social media has a much larger and more noticeable influence. Taking this into account, it has been determined that promoting products on social media will aid in improving the brand's image (Belenioti, Tsourvakas and Vassiliadis, 2019). Social media helps consumers learn more about products in general, and one way it does this is by raising brand awareness. Using social media effectively leads to substantial engagement, which in turn boosts customer-based brand equity. An organization's customer-based brand equity can be described along four dimensions: brand recognition, brand perception, brand loyalty, and brand image. Consumers' devotion to the brands could grow in this manner. According to this study's findings, customer loyalty is positively affected when brands provide three things: (1) popular content, (2) relevant content, and (3) advantageous campaigns. It has also been determined that social media has a positive effect on relationship equity, suggesting that when used properly, social media leads to an increase in relationships. Among the many significant areas that social media marketing has the potential to positively impact are purchase intention and customer relationships. A common finding is that when customers are satisfied with a product or service, they are more likely to recommend it to others. This is one way in which customers serve as a source of marketing for the company. Hypotheses are developed in the study based on considering the theories used in communication under social media and marketing under these channels with focus that is maintained on brand equity and e-WOM on purchase intention of customers. Based on findings it is noted that an important role is played by e-WOM in shaping the system of brand equity which is one factor based on which intention of purchase among customers will be impacted. Brand association, brand awareness, perceived level of quality and brand loyalty are some of the key factors based on which brand equity is developed. This is one aspect that act like a mediator between intention of purchase and e-WOM. The importance of both user generated content and firm generated content is highlighted in the study in term of creation of influence on the customer attitudes and brand value. In creation of positive brand image and strong association of brand it is noted that firm generated content is more important for hedonic brands. In addition to it, user generated content is also stimulated based on effective and strong social media communication and in this way the brand attitude, intention of purchasing and brand equity could be affected positively. It is suggested by the study in perspective of management that regular updates should be made in the content and profiles of social media channels so that the level of engagement of customers and awareness of brand could be enhanced. For influencing brand loyalty and developing trust with customers it is noted that establishment of strong brand identity on social media channel is one key aspect. Brand association could be improved based on direct interaction with customers on these platforms and favourable memories could be created in this way. The brand awareness can be also increased based on sharing of relevant and interesting content on such platforms. Focus of companies should be based on development of interaction, creation of engaging content and making updates on frequent basis so that the brand equity could be increased, and purchase intention could be developed. A robust social media strategy could be created by companies based on which brand equity could be impacted in positive way.
Author: Uzair, Muhammad
Institution: University of the West of Scotland
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6949598362
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