REVIEW OF LITERATURE

D. Kirkpatrick, The Facebook Effect Simon & Schuster Paperbacks, 2010. supports
this research. Their research proves the influence of advertising messages on facebook
fanpage, which is a social media, to the awareness of the company’s products and
buying interest from women. This has implications for the company’s marketing
communications strategy, especially the promotion through advertising.

J. Miles, Instagram Power: Build Your Brand and Reach More Customers with the
Power of Pictures McGraw-Hill Education, 2014
shows the influence of social media on the benefits of a brand called Coffee Toffee. The
result shows that there are four variables in social media that can give effect to the users of
social media. These variables are social media as a means of communication with the
loading factor of 0.98, as Media Campaign with the loading factor 0.93, as a Means
of Research with loading factor 0.91, and as Brand Awareness Enhancing with the
loading factor of 0.87.

N. P. Kartikasari “Pengaruh komunikasi pe-masaran terpadu terhadap ekuitas

merek,” INTER-AKSI: Jurnal Ilmu Komunikasi, vol. 3, no. 2, pp.162–167, 2014.
Suggests that advertising on the Internet simultaneously gives significant influence on
buying interest of Blackberry.In addition, advertising on social media also gives influence the
public perception of a product. This proves that advertising through social media can give
effect to the brand awareness of the company’s products.

Gancho (2017) in her study Social media, a literature review highlighted that social media
can be opportunity to raise brand awareness, brand loyalty, increase sale and communication
with customers. In this paper she found that social media is in its infant years and it is tough
to predict what might to brands and users in the process. Literature indicates that social media
should have its own separate campaign, but integrated in long 27 term business plan. We
should have make a strategy that target customer’s adequately in each platform.

Cuming’s (2008) in his study on impact of social media on brand awareness resulted in: 60%
of consumers indicated that they would use social media platforms as a medium to
recommend or comment on products through testimonies. 70% of consumers visited social
media sites to conduct research and collect general information on products or brands. 49%
of these consumers made a final purchase decision based on the information they gathered
from social media sites.
Haque, Khatibi and Mahmud (2009) According to them the key factors attracting
consumers to research brands online are: (1) Internet marketing environments (2) 29
Promotional offers which communicate the brand’s presence (3) Product characteristics
(specifications and benefits (4) Brand familiarity (5) Confidence in the brand.

Barwise and Meehan’s (2010) suggested four fundamental qualities to companies that
increase brands share: 1. The consumer promise: The contents on the web site and social
media sites should convey the same message, and the brand promise should also be relevant
and understood. 2. Build trust by delivering on that promise: It is important to create a brand
with a message that users will trust overtime. Honesty is very important. 3. Continual
improvement: The biggest social media opportunity lies in gathering insights to drive
continual incremental improvements. These improvements can be found through getting
response from the online community on the shortcomings of a company/brand. 4. Innovating
beyond the familiar: Fresh insight from the social media by way of interacting with the online
community

Fauser (2011) conducted a research study regarding the impact of social media on brand
awareness during the consumer’s purchase decision journey. Key points resulting from this
research were: Consumers observe that information sharing, collaboration and relationship
building was necessary to support ongoing communication, Social media marketing allowed
organisations the opportunity to be in the position to offer additional sources of information
regarding product benefits, product features and provide real time feedback to consumers,
Social networks, particularly Facebook social media site found to be most suitable
information sharing platform at the beginning of the consumer purchase decision as many
consumers relied on social recommendations; and Many consumers used Facebook reviews
and ratings as the means to seek recommendations, 30 peer advice and find product
information. In summary social networks were considered the most influential platforms in
terms of social media as it served as an “all-purpose” medium to engage with consumers at
all stages of the consumer decision journey.

Gunelius (2011) explained social media marketing is sort of marketing (whether it is direct
or indirect marketing) which can be used to build awareness, recognition, recall and action
for a brand, business, merchandise, person or other entity and can be carried out using the
tools of social web, like blogging, micro-blogging, social networking, social bookmarking,
and content sharing.

Durukan, Bozaci, & Hamsioglu, (2012), suggested that Social media directly impact
product ratings and sales. By the same token, negative product reviews do reduce the value of
a brand.
Arora and Sharma (2013) in their research paper social media, a successful tool of brand
awareness suggested that it is beyond the realm of imagination to expect to isolate web based
life from online world. Online networking is a solid and powerful specialized instrument. It
presents brands with tremendous reach and unending correspondence conceivable outcomes.
It enables brands to rise in to a universe of distributed discourse and along these lines the
plausibility of saddling the brand building capability of the most extravagant correspondence
structure accessible.

Brogi S, Calabese.A and costa.R (2013) inspected the impacts of OBC elements on
extravagance style as far as brand value (brand devotion, brand awareness and brand
affiliation). From a showcasing viewpoint, OBCs appear to be an imaginative ground for
improving business. Discoveries indicated that OBC elements (brand network investment,
brand network's produced substance, individuals' impression of the brand quality)
emphatically impact brand value.

Shojaee &Azman (2013) evaluated the factors influencing brand awareness through social
media in Malaysia. Data for this study was obtained from three hundred ninety one (391)
students of University Putra Malaysia. The results showed that shopper engagement, brand
exposure, and electronic word of mouth have positive correlation with brand awareness in the
context of social media and the best factor is shopper engagement. The study recommended
that brands will be benefited from on line networking as to make and enhance brand
awareness and the benefits will be mostly increased by using this media’s interactivity
features to tie customers more closely to a brand.

Tritama And Tarigan (2016) depicted the relationship between social media
communication marketing with company’s brand awareness in social media. Findings of this
research demonstrated that marketing correspondence in an organization has an effect to
organization's brand awareness. Also, this research indicated that marketing by means of
social media can impact organization's income. The study has received noteworthy
information about the impact of social media toward organization's brand awareness through
quantitative and explanative research strategy because of social media.

Yapa (2017) examined that User Generated Communication and Firm Generated
Communication have a positive relationship and contact with brand awareness. Hence, the
conclusion has given as social media efforts positively influence brand awareness in FMCG
industry. Thereby, the study has recommended to construct platforms to boost buyer’s
engagement on making user generate substance for their brands, produce and increment more
brand related and unrelated communication, combining traditional media with social media,
achieving company target audience through Content/Adds/Apps to be more cost effective,
have excellent brand management and good customer base.
Akbar and Ozgul (2018) explained that social media marketing companies use primarily
concerning six dimension as an instrument for companies selling activities, on-line
Communities, Interaction, Sharing of Content, Accessibility, and credibleness. Also, this
study is testing the demographics moderation role within the relationship between social
media marketing activities on facebook and client primarily brand awareness. Moreover,
sensible importance of this study is delineated within the undeniable fact that managers might
use the result to enhance their activities associated with social networks specially their fan
pages to posses higher brand awareness of their brands. Besides, companies might begin to
integrate social media marketing into their marketing methods, better communication and
interaction with their customers and increase their brand awareness circle. This study
provides a proof of the connection between social media marketing activities on facebook
and brand awareness of mobile service suppliers in Egypt.

Ansari et. Al. (2019) studied the impact of brand awareness and social media content
marketing on the consumer purchase decision. The information for this exploration was
gathered through an online poll. The absolute number of respondents for this study were 150
(60% females; 40% males). In any case, results show that brand awareness has a feeble
positive critical association with shopper buying decision though, social media content
marketing has a moderate positive noteworthy association with the customer buying decision.

Constantinides & fountain (2008) investigated that Social media introduce new challenges
and opportunities to the marketers, allowing them to interact with their markets and learn
about and from them. Drury (2008) clarified that marketing with traditional media was much
about delivering the marketing message to the target audience with the increase of social
media networking, building a relationship and conversation has became a major and focal
part of marketing adopting the pull marketing strategy.

Mayfield (2008) defined “social media is a new kind of online media that promote
participation, openness, conversation, community and connectedness.” The fast use of social
media like blogs and other social media sites and media-sharing technology is changing the
methods of companies reply to customer’s wants and needs and also changing the method of
responding to their competitors.

Barnes & Mattson (2009) social media marketing is a relatively new field and therefore it is
hard to find studies that have measured the effectiveness of social media marketing program.
There is evidence however that an increasing number of organizations is practicing more
social media marketing over time, including companies.
Mangold & Faulds, (2009), defined that Social media offer a platform for traditional
marketing where firms talk directly to customers, and modern marketing, where 19 customers
can confer with one another and to the firms. Customers are utilizing social media as resource
center and tool to research their purchasing options before they make their purchasing
decisions.

Mangold & Faulds (2009) professed social media as a brand new hybrid element of
promotion mix. They have suggested that present time marketing should comprise social
media as a promotional tool while crafting and implementing their Integrated Marketing
Communication strategies. As Social media tools reached an oversize mass of audience, the
managers ought to take into consideration shopper discussions in an exceedingly manner
that’s relied with the organization’s objectives and performance goals. They conjointly
highlighted ways which might be used to accomplish this viz., providing the customers with
smart networking platforms, promotional tools to engage customers, etc.

Solis (2009) explained that social networking and social media specifically painted as the
new marketing landscape for businesses to have interaction with their communities of
shoppers whenever they congregate.

According to Barnes, N. G., & Mattson (2008) social media takes less time to reach out to
customers and has endless possibilities. It helps to grab attention of a customer by writing a
blog or leaving a comment on someone else‟s blog. One can reach out to potential clients in a
cost effective manner by advertising on social websites, especially if one is a small business
owner who doesn‟t have the budget for television and advertising campaigns.

(Blackshaw and Nazzaro 2006) Another definition of social media by Larson, (2011) is
rare in that the author defined social media from the perspective of companies, bypassing the
fact that social media exists by favor of users and not by companies

Percy and Rossiter, 1992; Brand awareness means the intensity of customer satisfaction,
recognition and brand recall

Perreault et al., 2013). According to Aaker (1991) brand awareness is a potential buyer's
ability to identify or recall a brand as a member of a particular product division. Keller (2009)
said that brand awareness refers to the capability to identify or recall a brand in a customer's
brain in different situations.

Aaker (1996) referred to brand awareness by the capacity of a

customer to recognize, detect and recall of a brand in various circumstances.
Hoeffler and Keller (2002) recognized that brand awareness can be demonstrated by two
factors; depth and width. Depth explains how customers can easily remember and identify the
brand. And the width refers to when customers buy a commodity, how the specific brand
name comes immediately to their minds. If a product has depth and width concurrently, it
means a buyer will consider a specific brand while purchasing a commodity. Finally, it is said
that brand awareness of that certain product is high. Brand awareness cuts the time and risk
that consumers spend for exploring the commodity while they buy it

(Verbeke et. al., 2005). In this case, customers are expected to buy the brand that they know.

Homburg et al. (2010) claim that brand awareness tells us about this commodity.

Pikturnienė (2009) states that brand awareness (remembrance, imagination, decision-

making) is an essential condition for choice.

Černikovaite (2011) said that brand awareness can be a precondition for buying the product.
The high-quality products or services encourage buyers to purchase products through
which additional profits are made.

Urbanskienė et al. (2006) claimed that brand awareness indicates whether a particular
brand gets priority from a particular category in a consumer's mind and whether it occurs
rapidly. This is one of the major aspects of the value of the brand. Eventually, consumers
cannot evaluate a brand if they do not know the entire brand analysis. So, the brand's new
target is well-known, but it keeps a high level of awareness of the market. During the brand
analysis, consumer’s perception of a brand can be analyzed through associations. Perhaps the
most important part of the company's tactical plan is to create new customers and keep
them loyal to the brand. Loyal customers upsurge the company's revenue. Increasing the
awareness of the company is one of the most effective tools to increase customer
loyalty. Increasing awareness among the youth is predominantly essential for every company
for the successful expansion of business in the future. If young customers are not created, the
number of loyal consumers will be reduced in the future

(Roesler, 2015). A lot of messages come to us daily. Different manufacturers want to tell us
about their service or product. Their main purpose is to obtain the advertised service or
product and also improve the company's visibility.

Hsiao (2011) references some authors’ opinions; this is the ability of a buyer to identify and
differentiate a specific brand so that the shopper can recognize the brand instantly after seeing
the trademark.
The Chartered Institute of Marketing (2009) suggested that Good promotion through
social media encourages dialogue with consumers and communicates the benefits and
specifications of the product in an effort to persuade consumers to purchase the brand. Good
promotions should be outrageous, however socially acceptable and professional and should
communicate worth.

Trusov, Bucklin, and Pauwles,(2009) explained Social media platforms are those platforms
that provides a simple tool for users to raise and converse with other. This type of interaction
is given voice to lots of customers who presently have the potential to talk with each other
and ready to share their experiences and opinions with a world audience at little value or no
cost.