The role of social media marketing inprocter & gamble brand in Turkey
Başlık çevirisi mevcut değil.
- Tez No: 724333
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2017
- Dil: İngilizce
- Üniversite: International Business School
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 126
Özet
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Özet (Çeviri)
Scant evidence is available on how social media marketing efforts influence brand awareness, brand image and consumers' behavior towards a brand in Fast Moving Consumer Goods industry in Turkey. This study explores these relationships by analyzing the specific area of Procter & Gamble (P&G) which might be regarded as one of the fast moving consumer goods company. Furthermore, it develops a detailed analysis that helps to address gaps in previous social media branding literature about P&G in Turkey. The aim of this study has been to explore how social media marketing can enhance brand awareness, image and effect on consumer demand. Investigating a single case, this study benefits from possible primary data for fulfilling its objectives. By using a survey data sample of 150 people from different lifestyle and age group, the research found that P&G has a high level of brand awareness. However, P&G has a medium level of logo and name recognition among globally known companies. In terms P&G social media marketing was measured of entertainment, trendiness, customization, interaction and eWOM dimensions which are known as Kim and Ko' approach (2012) . By conducting an interview with P&G employees, the strong and customized social media marketing of P&G has enhanced its brand awareness and image. This awareness also depends on consumers' lifestyle and age range issues of the participants and interviewees. Another contribution of the current study is that P&G social media marketing efforts have a positive effect on brand awareness/image and consumer demand.
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