Brand Identity Development and the Role of Social Media - Essay Example

The Role of Social Media in Brand Identity Development in the UK Fashion Industry Table of Contents Introduction 4 2. Literature Review 5 3. Methodology 9 4. Ethical consideration 11 5. Limitations 12 Reference List 13 1. Introduction 1.1. Rationale of the Study The fashion industry of the UK is seen to be highly competitive and firms are seen to constantly devise novel approaches to develop stronger brand images and identity for attracting consumers. The social media platform in this respect has evolved to be a strong factor for enhancing brand identity (Bruhn, Schoenmueller and Schäfer, 2012). Hence, evaluating how brand image is impacted by the social media platform can be considered to be valuable aspect of study in the marketing and management area. The research would facilitate developing an in depth idea regarding consumer behavior due to brand identity that gets developed through social media platforms (Hines and Bruce, 2007). 1.2. Significance of this project The present study can be suitably used for understanding the contribution of social media platform for enhancing a brands image, in the UK fashion industry (Mangold and Faulds, 2009). The findings of the study can be suitably be used by a number of firms to enhance the efficiency with which they develop brand identity development strategies. Management students can also make use of the present study so that they can utilize the knowledge gained for better impacting consumer purchasing intentions (Kim and Ko, 2012). 1.3. Aim and Objectives Aims: The current study aims to understand how consumers of the UK fashion industry are impacted by the social media to form perceptions regarding various brands. The study also suitably lays light upon how firms operating in the fashion industry utilizes the social media platform to create a positive brand image so as to increase purchasing intentions amongst consumers. Objectives: 1) To understand how firm use the social media platform to develop a positive brand identity in the UK fashion segment 2) To identify the effects of E-WOM, online advertisement, and online communities on customer satisfaction 3) To identify the effects of E-WOM, online advertisement, and online communities on brand trust 2. Literature Review 2.1. Social Media Kim and Ko, (2012) described social media as websites that facilitates its users to share media, content and so on. Some common examples of social media website are renowned social networking websites such as facebook, twitter, you tube and to name a few. As indicated by Hines and Bruce, (2007), social media plays a great role in marketing. Social media marketing is the technique of gaining consumer traffic or attention by social media sites. Kim and Ko, (2012) discussed that social media marketing initiatives generally focuses on efforts to generate content that gains attention of the online communities to share it across social network. Message sent through social media spreads from user to users over internet and presumably resonates as it is likely to come from a trusted source that is distinct from the brand or companies themselves (Hines and Bruce, 2007). Consequently, it can be gathered that social media has a great role in developing brand identity of companies. 2.1.1. E-WOM According to De Vries, Gensler and Leeflang (2012), E-WOM (Electronic word of mouth) is an effective tool that impacts online consumers and their purchase intentions. This statement was also confirmed by Kim and Ko, (2012) who stated that E-WOM plays a vital role in consumers buying behavior. De Vries, Gensler and Leeflang (2012) defined E-WOM as any kind of positive or negative statement that are made by actual, possible or former customers regarding a company or its offerings that are mad available to the public through internet. Hines and Bruce, (2007) stated that online communities are generated around a particular interest and are distributed into definite subject areas. Within all subject areas users can start forum threads regarding various topics and such threads can continue over years that allows new joiners to access proper communication and lean from broader knowledge base. Based on such knowledge gained through E-WOM they make decisions regarding brand purchase and develop brand identity. Kim and Ko, (2012) indicated that these communications of the online communities impact online consumer satisfaction towards a brand. 2.1.2. Online advertisement As explored by Leeflang, (2012) online advertisement is an increasingly vital aspect for generating brand loyalty among the online consumers. Gensler, (2012) also argued that internet offers an occasion to the online marketers to boost their sales by means of capitalizing on brand loyalist of different competitor companies through advertising and building relations on the websites that are loyalist centric. The proportion of revenue expenditure in the area of online advertisement is increasing with years. On the contrary, Bruhn, Schoenmueller and Schäfer (2012) stated that with enlarged adoption of advertisement fission over internet; World Wide Web has turned out to be a standard advertisement platform. Bruhn, Schoenmueller and Schäfer (2012) also explored that internet is providing business advertisement initiatives of online companies with rich media tools, international reach and interactive services that has the capability to offer business an occasion to implement more efficient advertisement campaigns over internet. 2.1.3. Online Communities Michaelidou, Siamagka and Christodoulides (2011) stated that online communities which are formed over socializing websites are often seen to be oriented with various products and services. Accordingly Laroche, et al. (2012), through their research explored that online communities radically promote the qualities of a product and are seen to play a crucial role for enhancing the word of mouth promotion. 2.2. Brand Identity Michaelidou, Siamagka and Christodoulides (2011) defined brand identity as an aspect that stems from an organization that means a business is responsible for generating a unique product aligned with exceptional characteristics. This is way how a business attempts to recognize itself. According to Laroche, et al. (2012) this represents the way an organization desires to identify itself and wants itself to be perceived among the consumers. A company communicates its brand identity to its users in the course of branding and marketing initiatives. As elaborated by Bruhn, Schoenmueller and Schäfer (2012), brand identity encompasses aspects such as brand visibility, positioning, relationships, brand culture as well as presentations. In contrast Laroche, et al. (2012) stated that brand identity is a cluster of associations’ with the brand as well as its offerings. The researchers also revealed that the associations are not the only reason to purchase but also offers familiarity and differentiation that is not imitable by other brands. Consequently, it is clarified that brand identity has an important role in generating brand trust and consumer satisfaction. 2.2.1. Customer satisfaction Laroche, et al., (2012) defined brand identity is a tool which customers use to understand the offerings of a particular products or services and accordingly set the same different from other products. These researchers also added that this facilitates consumers to easily select products, based upon their specific needs and attain satisfaction. Michaelidou, Siamagka and Christodoulides (2011) through their research discovered that brand identity sets products different form their competitors. They also evidenced that such identity determines how consumers respond towards various brands. Brand identity therefore impacts the manner in which consumer’s percvieve a brand and is driven towards purchasing it. According to Bruhn, Schoenmueller and Schäfer (2012), if the brands are able to create the correct type of identity in the market, they attract the right consumers and hence satisfaction degrees are higher. Based on these researchers’ findings it can be gathered that customer satisfaction is also seen to impact the manner brand identity and loyalties to a great extent. 2.2.2. Brand trust As indicated by Michaelidou, Siamagka and Christodoulides, (2011) through their study positive brands facilitate enhancing trusts amongst the targeted consumers. On the contrary Bruhn, Schoenmueller and Schäfer, (2012) believed that most consumers select those brands which have a superior goodwill and image in the market can be easily be trusted. These researchers also argued that strong brands are usually seen to develop long lasting and sustainable relations with consumers on the basis of trust. According to Michaelidou, Siamagka and Christodoulides, (2011) when a larger number of consumers trust a product, stronger brand image and identity gets built up among them which also impacts their purchase intention. 2.3. The role of social media in brand identity development As explored by Singh and Sonnenburg, (2012) in their research, modern consumers are more expected to spend a considerably large proportion of time on socializing media for communicating with each other. Perceiving this as a suitable opportunity, firms have begun using the social media platform for interacting with consumers. Singh and Sonnenburg, 2012) also stated that brands try to create an identity for themselves, provide information regarding their products and services and popularize their operational strategies through the socializing sites. On the contrary Michaelidou, Siamagka and Christodoulides, (2011) stated that almost all world renowned brands are seen to remain active on socializing websites. Based on these researchers findings and suggestions the online social media sites therefore create a vital marketing opportunity for brands for popularizing their products and hence for developing their identity in the market. Singh and Sonnenburg, (2012) also evidenced that the modern young generation is seen to remain glued to socializing websites either through their smartphone or to compute systems. Sonnenburg, (2012) indicated in his research that with the development of easy and user friendly mobile applications, it is seen to become easier for consumers to stay connected with socializing sites. Consequently, it is gathered that E-WOM or any online advertisement can hugely impact the online consumers brand identity development (Michaelidou, Siamagka and Christodoulides, 2011). 3. Methodology 3.1. Primary research This study will use primary research technique as it is enables the researcher to gather most recent and relevant data. The recent investigation is relied on improving brand identity through social media. This research method is considered most suitable for this study as gaining information from direct interaction with consumers will help in gaining an in depth understanding of the customers opinions regarding brand identity and what factors help improve their perception towards any brand (Creswell, 2013). Primary research method will be applied in this study as there are certain advantages associated with this technique. Data interpretation can be better through this method as the information gathered can be interpreted and examined by researcher based on their desires other than depending on the interpretation made in available secondary data (Michaelidou, Siamagka and Christodoulides, 2011). Along with these advantages certain disadvantages are also associated with primary data collection. Gathering information through this method can be costly as the researcher has to get involved in all the aspects of the reach and has to design the questionnaire and distribute it. This method is also time-consuming as compared to secondary research as much time is consumed in gathering data from the respondents for analyzing them (Creswell, 2013). These advantages and limitations are required to be considered by the researcher in this study. 3.2. Quantitative research Quantitative research method was employed in this research as this technique provides more rational results as they are based on statistical calculations (Neuman and Robson, 2004). This is suitable to employ in this study as it has great ability to provide descriptive data for instance, it allows the researcher to capture a snapshot of population those develop brand trust dependent of various aspects as used by in Creswell, (2013) his study. There are certain benefits to use this technique. The quantitative research technique facilitates analyzing the information collected using a number of mathematical or statistical tools. The results obtained through quantitative analysis are considered to be more logical as they are based on mathematical calculations. It is also easier to understand the numerical relationship which exists between different variables to form deeper insight regarding the subject matter of evaluation (Neuman and Robson, 2004). There are certain limitations of using this method. Alternatively the qualitative analysis lacks proper structure as numerical evaluation is not carried out and is based on elaborate theoretical analysis (Creswell, 2013). This drawback is considered by the researcher while using quantitative approach. 3.3. Data collection In order to understand how social media impacts brand image, the researcher in the current study carried out a questionnaire survey with consumers of the UK fashion industry (Onwuegbuzie and Leech, 2005). The survey answers were essentially based on a suitable likert scale so that quantitative analysis is possible and accurate as used by Neuman and Robson, (2004) in their research. Closed ended questionnaire survey was employed in this research as it has an advantage of gaining precise answers so that the research questions can be suitably answered (Neuman and Robson, 2004). However, a major disadvantage is that respondents cannot give their own opinions or elaborate explanations under such a technique (Creswell, 2013). Such drawback needed careful consideration by the researcher while using questionnaire survey method. 3.4. Sampling The random sampling approach will be considered to be most advantageous for carrying out the questionnaire survey in the present study as this method reduces bias and provides all individuals an equal opportunity to get selected (Cooper, Schindler and Sun, 2006). The random technique facilities incorporating a large group of respondents and thereby attain more justifiable results. Since the consumers of fashion products in the UK are huge, the random technique is deemed most suited (Onwuegbuzie and Leech, 2005). However the random technique is time consuming than the systematic, clustered and other non probability based techniques. A sample size of 250 was deemed suitable for carrying out the study because it was not possible to carry out a research with such huge population as it is time consuming (Onwuegbuzie and Leech, 2005). Moreover, this sample size represented the most appropriate individuals those are largely involved in social media based purchasing and therefore they can provide accurate answers in survey (Neuman and Robson, 2004). 3.5 Data analyzing and discussing The research will use SPSS (Software Package for Statistical Analysis) to analyze the collected data. Software packages such as SPSS would facilitate carrying out statistical calculations with ease. Also since the software is known for its accuracy, results are highly dependable and can be used for efficient evaluation (Onwuegbuzie and Leech, 2005). 4. Ethical consideration While carrying out a survey analysis it is essential that the researcher keeps the identity of the respondents discreet. It is also essential that the researcher does not manipulate the findings and ensure complete objectivity towards the set research questions. Accuracy and ease of understating is also premier aspects for the researcher to consider during the course of developing the research study (Cooper, Schindler and Sun, 2006). 5. Limitations Since the present study is based on closed ended questionnaire survey alone, respondents own opinions cannot be included. In addition to a questionnaire survey, the research would have been qualitatively rich if an interview or a focus group discussion could be included. Also due to constrain related with time and expense, the researcher cannot include a vast population with whom the survey process could be carried out. Reference List Bruhn, M., Schoenmueller, V. and Schäfer, D. B., 2012. Are Social Media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), pp. 770-790. Cooper, D. R., Schindler, P. S. and Sun, J., 2006. Business research methods. New York: McGraw-hill. Creswell, J. 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The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), pp. 1755-1767. Mangold, W. G. and Faulds, D. J., 2009. Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), pp. 357-365. Michaelidou, N., Siamagka, N. T. and Christodoulides, G., 2011. Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), pp. 1153-1159. Neuman, W. L. and Robson, K., 2004. Basics of social research. New Jersey: Pearson. Neuman, W. L., 2005. Social research methods: Quantitative and qualitative approaches. Boston: Allyn and Bacon. Onwuegbuzie, A. J. and Leech, N. L., 2005. On becoming a pragmatic researcher: The importance of combining quantitative and qualitative research methodologies. International Journal of Social Research Methodology, 8(5), pp. 375-387. Singh, S. and Sonnenburg, S., 2012. Brand performances in social media. Journal of Interactive Marketing, 26(4), pp. 189-197. Read More