Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers

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Author(s): Pawan Kumar (Lovely Professional University, India)and Gursimranjit Singh (Department of Marketing, Mittal School of Business, Lovely Professional University, Phagwara, India)
Copyright: 2022
Pages: 20
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch091

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

This chapter provides a theoretical analysis on the role of digital marketing, social media, and digital marketing tools and techniques (DMTT) in developing customer-based brand equity (CBBE). The chapter discuses different types of digital marketing tools and techniques. The review has found that the consumer's behavioural engagement with brands via social media has a positive effect on customer-based brand equity. Digital media has a positive effect on buyer's intentions because it creates a strong connection between customers and business. Web 2.0-based technologies let users create and collaborate and exchange information and values. This has further led to consumers participating in the process of production of goods and services, as co-creators. Customer engagement, co-creating, and sharing of information via online platforms enhances customer relationship and brand equity.

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Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers

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