• The presentation is poublished in RPubs and Link is given below.
• https://rpubs.com/soomroas/project1

With the persevering with focus on on-line media, in phrases of marketing and the want for developing interactions and relations with purchasers has established more important than ever. Thus, many manufacturers and companies preference to recognize how to utilize online- and social media to be able to attain additional value to the organization. Furthermore the need for a how to measure the cost of social media interactions is of excessive relevance for marketers with the intention to provide the rest of the business enterprise with arguments for being present on social media. The framework is used to investigate and analyze a way to degree and utilize brand equity through being gift on social media. Other theories concerning omnipresence and U-area have additionally been integrated within the thesis as the principles have huge impact on developing interaction and personalization through social media. Additionally, it has been proved that logo-purchaser interplay on social media is a manner for purchasers to extend their experience of self and identification externally.

To similarly validate the arguments and conclusions of the thesis, number one data from an internet-primarily based survey and a focal point institution interview is provided and analyzed, if you want to offer the foundation for the recommendation for a a hit social media approach. The key conclusions from the analysis encompass inclinations of purchasers’ choice for extra fee in shape of personalized and specific content. From the analysis and data the hints for a future social media strategy, first-class perfect for Toyota, confirmed to be a four step approach inclusive of, staying nearby, utilize memories and goals, e-newsletter and imposing values and visions. If executed right Toyota has the possibility of enhancing brand equity and changing it to extra fee for the organization.

As human beings spend more and more time visiting social media sites, it has grow to be clean that “electronic social networking is the norm,” agencies want to interact in on line communities and networks for them to live modern-day and try to advantage aggressive advantages. Companies that create a strategic presence, online, are gaining access to low-value advertising and brand building platforms that may prove to have splendid impact while building relationships with customers.
According to a recent observe done with the aid of advertising and marketing land approximately 70% of the fortune 500 corporations have now applied social media in an try and strengthen their agency’s price. However, exactly how businesses make use of their social media presence isn’t the same as enterprise to corporation, and there may be no popular answer for a way to create a useful and a hit social media presence.

It is visible that the strategies agencies use to optimize their social media profiles range appreciably. However, even though many businesses use social media as an quintessential element of their social media approach, if they have a strategy in any respect, it’s miles hard to mention what they may be actually getting out of it.

This studies makes the assumption that growing a significant and giving logo-purchaser dating (specially nearby or nearby) via the use of social media manufacturers can enhance the energy and cost of the logo.

The maximum common manner of gathering quantitative data is through a questionnaire, can be due to the fact it’s miles a fairly true way to reach a excessive wide variety of respondents without the usage of a large amount of time and assets and with none essential complications. Furthermore, a nicely-prepared, survey allows the researcher to correlate data and crosscheck for motives which the researcher did now not first anticipate. Despite the hazard of bias, a nicely-structured on line survey has the potential of giving insightful expertise of the minds of the respondents. Describes 3 exclusive categories of measurement questions, which for the cause of this file is used which will shape the survey, in order that the questions has a logical float and a significant type of reply options from which the contributors can

• Administrative questions which are used to identify the respondent and deals with questions such as age, gender and residence.
• Classification questions which determine the demographic variables of the respondents. This form of questions is often used to identify any potential patterns.
• Target questions which compose the body of the questionnaire and are used as investigative purposes and for information relevant for this report.

• Data is gathered using questionnaire.
• Almost collected from 140 random people and being insert in excel.

• (opendata<-read.xlsx(“E:\data.xlsx”)

library(readxl)
> assignment <- read_excel("C:/Users/HP/Desktop/assignment.xlsx")
> View(assignment)

• How can the impact of social media be measured in terms of brand equity?
• What impact does social media marketing have on brand equity?
• How can Toyota (better) utilize and implement Facebook activities locally in order to improve brand equity in the Danish market?

• Measurements Tools Likert five scales was applied in asking the questlibrary(“readxl”)ionnaire questions and measuring the study variables which is organized as strongly disagree to strongly agree and which takes the weight of (1 - 5), the measurement approach is matches with the study population and is tested in precedent studies.
• Statistical Analysis For the purpose of the study descriptive statistics were computed using R Studio statistical package in analyzing the data obtained from the sample.
• Study Instruments The electronic questionnaire was developed to collect data from the sample of the study after assessing some of the previous literature addressing each of the variables examined in the study, it contains three categories of questions, the first group is about demographic questions (marital status, gender, age, and education) about the study population, the second is about social media applications as a tool of marketing

The upside of quantitative research techniques are that the information gathered have solid testability and can be checked or distorted by likelihood explanations and connections examination. Inside and out answers are very asset expending and the analyst could miss a basic indicate all together reject or acknowledge the exploration recommendation. While using quantitative information assortment strategies the respondents are guided and are restricted to various choices pre-controlled by the analyst, this make it simpler for the respondents. Thus it can prompt predisposition answers as the respondents might not have the chance to answer honestly. Quantitative research strategies are regularly utilized when the centre is gathering experimental proof for demonstrating or refuting a theory. Moreover information can be corresponded and crosschecked for different legitimizations, than the scientist had at the top of the priority list, in any case.

While picking this type of information assortment technique, the most well-known is polls Moreover scales are utilized as a supplement to the inquiries displayed in the review.

Survey Design Blumberg et. al (2011) argues that it is important to choose the right type of approach when collecting data. In order to do so it is important to know what type of data is needed, who to target and what information is needed. Furthermore Blumberg et. al (2011) describes some criteria for building the good survey.

-The variables used in the this investigation are - Brand Equity(Dependent Variable) - Brand Social Media Communication (Independent Variable) - Brand Perception - Word of Mouth - The statistics such as mean, mode, median, standard deviation, minimum and maximum values, quantiles, sample size and missing values are calculated for the selected variables in the investigation. - The visualization is done using the histogram.

(> opendata$MEANBE %>% hist(main=“Histogram of Brand Equity”,col=“red”))

abc

opendata$MEANSCN %>% hist(main=“Histogram of Brand Perception”,col=“red”)

brand promotion

(opendata$MEANSCN %>% hist(main=“Histogram of Brand Social Media Communication”,col=“red”))

social media communciation

opendata$MEANWOM %>% hist(main=“Histogram of Word of Mouth”,col=“red”)

word of motuh

• Reliability analysis measures that whether a scale consistently reflects the construct it is measuring or not. For this purpose,R studio missing values and outlier fucntion was used. Data reliability was done by using the statistical test of reliability featured in the R Studio and results posted a questionnaire of 23 questions was used reflecting the independent variable and dependent variable for this purpose.

  

  DEscriptive stats

• The appropriate hypothesis test used for the selected open-data is One-Sample t-test. We use all 4 variable to test hypothesis.
• The statistical hypotheses (Null and Alternative Hypothesis) for the following One-Sample t-test are:
• H0:μ1=3.08 HA:μ1<3.08
• Reject Null hypothesis, if p-value is less than 0.05 (significance level), then it is statistically significant (i.e. it found statistical evidence to support Alternative Hypothesis).
• Otherwise, Fail to reject Null hypothesis, if p-value is greater than 0.05, then it is not statistically significant (i.e. it did not find statistical evidence to support Alternative hypothesis).

Through the research and analysis throughout the thesis, it has been concluded that a brand’s social media presence, if implemented appropriately are capable of impacting brand equity. Furthermore it has been concluded that personalized and emotional content is very important in order to build brand equity, which emphasize the social media presence are the correct strategy to implement. In order to reach the conclusions of the research, it proved to be necessary to develop a new framework, capable of measuring the brand equity associated with social media. By researching the concept of new media, brand perception, as they provide a vital element of the analysis and recommendations.

In addition it can be concluded that the act of liking has no direct on social media brand equity. But rather it is other interaction that create brand equity and value for a brand. The interactive social media activities that has proven most successful at generating social media brand equity are writing and commenting post combined with visual elements such as picture and videos. It can also be concluded that the success of building brand equity lies in the ability to evoke emotion in social media users and create a deeper emotional connection between fans and brands. Thus it has been recommended that should focus on activities and elements into their future social media strategy, through strong emotions excitement and omnipresence while also incorporation their core value and visions.

• Aaker, David A.: “Managing Brand Equity NY: Free Pres. 1991.
• Aaker, David, A.: “Measuring Brand Equity Products and Markets” California Management Review, vol. 38 (3). 1996.
• Fournier, Susan: “Consumers and Their Brands: “Developing Relationship Theory in Consumer Research” Journal of Consumer Research, vol. 24. March 1998.
• Keller, Kevin L.: “Branding and Brand Equity” Marketing Science Institute. 2002.
• Keller, Kevin L.: “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” Journal of Marketing 57 (1). 1993.
• Trusov, Michael; Bucklin, Randolph E.; Pauwels, Koen: “Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site” Journal of Marketing, vol. 73. 2009.