Individual essay nguyen thai hai AEn T122WSB 6 21001960

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Student
name:
jNguyễn Thái Hải
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Academic English

Tutorial group: Group 2
Lecturer or Tutor
name:
Gabriel Ryan

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Tutorial day and
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21001960

AEn-T122WSB-6
Monday 12am –
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11.15am

ASSIGNMENT DETAILS

The role of social media marketing in brand building
Title:
Length
Due
Date
:
1203
date:
11/4/2022
submitted:
11/04/2022
Home campus (where you are
enrolled):
Western Sydney Vietnam Campus
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Nguyen Thai Hai

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ARO 00380 08/15


In this day and age, there is no denying that social media plays a vital role in every 21-st-century
business (Felix, R., et al 2016). Oncioiu (2016) claimed that the proliferation of social networks, as
well as the widespread use of digital information and mobile devices, have resulted in a society in

which customers demand businesses to communicate with them in frequency. With the advent of
the Internet, the role of social media in brand building is more and more important than ever. To
prove it, increase band and awareness, effective communication with customers, customer’s
involvement in promoting brand indirectly will be ananlyzed.

First and foremost, the definition of brand building should be discussed. Brand building is defined
as many activities such as raising awareness, developing and marketing a brand through the use of
strategies and techniques. In other terms, brand building is the process of increasing brand equity
through advertising campaigns and promotional techniques (MBA Skool Team, n.d.).

Brand building definition asides, the definition of social media marketing should be paid attention.
According to Vu (2020), “Social Media Marketing is a form of using social media channels to carry
out communication activities, in order to increase brand awareness among customers and promote
products or services. of the brand”. Also, Mathew and Muniz (2016) claimed that “Social media
marketing can be defined as the process that empowers promotion of websites, products, and
services via online social channels. It involves marketing related activities such as blogging, sharing
photos and posts online”. With 3.6 billion users all over the world in 2020 (Statista, 2022), social
media has become a potential flatform for business to promote their brand. Thus, social media
marketing strategies has been gaining more than ever before.

The importance of brand building is always received a great deal of any firms and corporation
regardless any fields. The combination of name, logo, color, design and theme or the mix of these
elements is seen as a brand, which contributes to the creation of brand identity for products and
Nguyen Thai Hai - AEn-T122WSB-6


services, as well as the difference between market competitors (Farooq, 2019). The vital role of
brand building has increased in B2B companies, specifically for those global companies (Kotler and
Pfoertsch, 2006). Furthermore, brand-based social media activities provide marketers with an
unparalleled potential to minimize ignorance and prejudice toward businesses while also

strengthening brand value via the interchange of ideas and information among individuals (Kim and
Ko, 2012).

It would be unwise to ignore the unshaken important roles of social media marketing in brand
building. Social media marketing helps companies and businesses increase their brand awareness
effectively. Yazdanparast, Joseph & Muniz (2016) stated that social media offers marketers an
incredible opportunity to raise brand recognition, reinforce brand image, and, as a result, improve
customers' understanding of the brand. Firms can reach millions of people via social media
technologies. Because a large number of people are already using social media, a brand's name
presence on such networks may assist tell others about it and familiarize them with the company,
therefore increasing brand awareness (O’Flynn, 2010). In addition, due to the constant change of
online customers, customers are tightly connected to the network via social platforms, and
information, views, and evaluations circulate swiftly and nearly automatically (Chen, C. C., &
Tseng, Y. D. 2011 & Jiang et.al 2010). Therefore, brand image and brand awareness would be
enhanced through the quick spread of customers. Coca-Cola was telling an example in 2015 with
“Share a Coke” campaign. Le (2015) claimed that Coca-Cola had effectively created a big volume
of media material by focusing on customers who use social media and can share their photographs
and tales. The business provided these consumers complete creative flexibility with their own
brands, giving the impression that they were not advertising for Coca-Cola but rather launching
their own media campaign. Many social networking sites, like Facebook, Twitter, and Instagram,
have benefited from cross-platform engagement as a result of this. The client, not the corporation, is
increasingly replicating and developing online engagement, which has aided in bringing Coca-Cola
Nguyen Thai Hai - AEn-T122WSB-6


into every household, making it a part of customers' daily life. That online campaign was a huge
success. More than 500,000 photographs were posted using the hashtag #ShareaCoke. Customers
had shared over 6 million virtual coke bottles as of September 2015. Furthermore, Coca-Cola has
gained approximately 25 million Facebook followers as a result of this promotion.

In addition, communication with customers is also the stand-out role of social media marketing.
According to Yazdanparast, Joseph, and Muniz (2016), brands and customers communicate with
each other without regard to time, location, or medium. Such two-way direct interactions between
customers and brands result in the co-creation of goods, services, business models, values, and even
brand image (Vargo and Lusch, 2008) as well as increased consumer loyalty and, as a result,
increased profitability (Hollebeek et al., 2014). Social media, particularly Facebook, has facilitated
producer-consumer connection as a method of increasing loyalty (Jahn and Kunz, 2012). Brands
have increasingly embraced online brand communities hosted on a certain company's Facebook
page to keep informed of changes in customer preferences and to generate favorably connected
brand relationship outcomes via social media (Gummerus et al., 2012). A prime example could be
seen in Rock & Roll Hall of Fame Museum. The plan was devised to apply to into their
communication strategy, directly on the official Hall of Fame account due to the frequent utilizing
Facebook Messenger of their users. Through chat, the museum's social media management team
could quickly respond to questions or comments from fans, followers and potential customers.
Since implementing the operation with Messenger, they increased the size of the follower
community by 81% and the revenue from leads by 12%. The museum claims the function is so
effective that it receives 54 messages even if it's on Easter Sunday.

Not to mention that social media marketing allows businesses to promote their brand indirectly by
customer’s involvement in numerous content sharing functionalities. “It should be noted that online
Nguyen Thai Hai - AEn-T122WSB-6


consumers with a positive brand experience are much more likely to recommend the brand than
consumers without a brand experience, or with a negative experience” (Hudson et.al, 2016 & Yoon,
2012, as cited by Oncioiu et.al, 2021). Again, “Share a Coke” campaign of Coca-Cola is a strong
testament for this role. Le (2015) found that Personalization is not a transitory fad among young
people, but rather a lifestyle. These customers cherished the ability to express themselves, share
personal tales, and connect with others. The "Share a Coke" campaign allowed them to do all three
while also promoting Coca-image. When a customer shared a Coke bottle with their mother's name

on it, they believed they were expressing their love for their mother rather than promoting the
company. Furthermore, when consumers took images and posted them with the hashtag
#Shareacoke, they contributed to the creation of new online media material and boosted its
shareability.

In conclusion, brand awareness, interaction between customers and companies and indirect
promotion by sharing functionalities are considered as enormous roles of social media marketing in
brand building. The companies should plan feasible strategies when it comes to social media
marketing in order to partly contribute to the development of companies now and down the road.

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