The Impact Of Social Media Marketing On Brand Equity In Fast Food Industry

Siaw, Teng On (2015) The Impact Of Social Media Marketing On Brand Equity In Fast Food Industry. Project Report. UTeM. (Submitted)

Text The impact of social media marketing on brand equity in fast food industry 24 Pages.pdf - Submitted Version Download (294kB)

Abstract

Social media is the integration of media and social communication, it is a collection of online tools that facilitate interaction and communications between users. The research with the objective to analyze the impact of social media marketing to the brand equity of fast food brand in Melaka. In light of the growing interest in the use of social media marketing among a lot of companies especially the fast food restaurant and the transformation of social media to an effective to all for building the relationship with consumers. Many companies have utilized social media marketing as a new channel to reach their consumers. The studies showed that social media marketing that company’s use as a tool for their marketing activities are Conversations, Sharing, Relationship, Reputation and Groups. This study set out to examine the relationships between the social media marketing application on the brand equity and customers of the fast food industry who are using social media network were the population of the study. Questionnaires were distributed to 150 customers, a number of significant findings were reported, among the five dimensions tested, reputation was found the strongest determinant of brand equity towards fast food industry, followed by relationship, conversation, content sharing and groups. The result also supported the brand equity would lead to customer purchase intentions.

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