A field research study on the brand equity of internet and social media applications

Abstract

To create a brand and brand equity has turned into an extremely significant competition among foundations. The brand equity that is analysed both on the financial gounds and the consumer basis consists of the total values identified with the brand itself. Today, social media, under the usage of a significant number of users, is becoming one of the root elements for marketing strategies of brands. A lot of brands carry out operations tending to create long-term trends through social media which has the overwhelming power of global communication. The purpose of this work is to put forth the place of social media being a brand within itself and social media applications over the perception of young people. Among the service brands, with billions of users, social media and its applications have become "a brand" within itself as well. In this research study prepared to determine the brand equity of social media, the brand equity has been evaluated cognitively following a field survey applied on high school students in Istanbul/Turkey (n:1498), which was evaluated putting its basis on root ingredients such as how well known the brand is, how liked it is, how dependable it is found to be, how pleased its users are, and how much it is recommended. Brand equity models of Aaker, Keller, Milward Brown Research Company, GfK Research Company, and Xsight Research Company have been taken as the basis for brand equity determination for creating a model of the brand value/equity. © Peter Lang GmbH Internationaler Verlag der Wissenschaften Frankfurt am Main 2015. All rights reserved.