Proceedings of the 40th International Academic Conference, Stockholm

EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY WITH SPECIAL REFERENCE TO ACADEMIC INSTITUTIONS”

DANISH AHMAD KHAN, TEHREEN ARIF, MARIAM DANISH

Abstract:

This particular research is being conducted to identify and review the effect of social media marketing on brand equity with special reference to academic institutions. Social media marketing plays a significant role nowadays it has a huge impact on online businesses in the context of academic institutions. The nature of the research is descriptive which requires more and more relevant data through the respondents. The data collection approach is to develop a questionnaire and floated among the respondents and the data has been analyzed through the quantitative research. The area of the study is pure academic institutions customer’s i-e students, employees, and teachers. Social media is a predominant marketing tool greatly used by online businesses in order to reach out to the maximum number of people. Whereas building brand equity is one of the central point of research for several marketers for a very long period. Marketers have used various techniques in order to increase their brand equity but the most significant tool nowadays which affects the brand equity of a particular institution is the social media marketing. The aim of this study is to determine the effect of social media marketing on brand equity with special reference to academic institutions. The study further illustrates the introduction and background of the research followed by critical analysis of the literature. The nature of this study is descriptive; survey has been done through online questionnaire and data has been collected from 200 respondents. The data analysis method for this particular research is quantitative data analysis technique and the data has been analyzed with the help of SPSS software. Evident by findings, there is a significantly positive relationship between social media marketing and brand equity with special reference to academic institutions. The study adds greater value to the academic institutions in case of increasing the brand equity by establishing and employing the main characteristics of social media marketing.

Keywords: Social Media marketing, Academic institutions, Brand equity; Brand association, Brand loyalty, Perceived quality, and Brand awareness, Pakistan.

DOI: 10.20472/IAC.2018.040.030

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