The application of marketing activity in facebook influence the brand equity case study in Drego Import / Mohd Azrin Nanang

• Main Author: Nanang, Mohd Azrin
• Format: Student Project
• Language: English
• Published: 2017
• Subjects: Social aspects. Social marketing; Marketing; Telemarketing. Internet marketing
• Online Access: https://ir.uitm.edu.my/id/eprint/89891/1/89891.pdf; https://ir.uitm.edu.my/id/eprint/89891/
• Institution: Universiti Teknologi Mara

This study was conducted to determine how Facebook can be used to influence the brand equity of the product. 100 respondents were asked to answer the questionnaire which distributed online on the Facebook page of Drego Imports. This study enable company to determine how Facebook can be used to enhance the brand equity of the brand. As the brand play essential part in customer purchase decision, high brand equity is important for every brand. The result from this study shows that Facebook applications such as Advertisement, Online social communities and online word of mouth (eWOM) influencing brand equity of Drego Import product/brand. Furthermore, there are positive relationship between Facebook applications with Drego Import brand equity. So, in order to increase the brand equity of Drego Import product/brand, it is suggested that the company to increase the number of media social used as platform Besides, the company also can hire an expert in media social marketing to increase the effectiveness of the posting