The impact of social media on customer's brand awareness
Ta, Tra (2019)
2019
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2019102120087
http://urn.fi/URN:NBN:fi:amk-2019102120087
Tiivistelmä
Brand awareness is crucial in the hotel industry as it is in any industry or business. Social media is one of the most significant phenomena of the 21st century that it is unavoidably one of the many marketing tools used by almost every famous brand or company worldwide. When combining social media in the hotel industry in building and raising brand awareness, there are sufficient results to be seen.
This research is pursued with the intention of inquiring into the impact of social media on customer’s brand awareness, through the case study of Hanoi Daewoo Hotel. In the process of exploring this topic, the author examined the how social media is utilized by the case company, what different social media platforms and channels are used as well as the methods used for these channels, and finally the impact of the social media dimensions and social media marketing on building and raising brand awareness for customers.
The nature of the research is exploratory, therefore, the implementation method used in this research is qualitative. This approach entails working and collecting non-numerical data from a specific target group, analyzing and interpreting this collected data to understand the research topic through the study of the target group. Since this is an exploratory research on the case study of Hanoi Daewoo Hotel, the qualitative data analysis method chosen is thematic analysis.
Five themes emerged from the data analysis: consistency and cohesiveness, adjusting to current trends, storytelling, personalization, and feedback. The findings show that social media has positive impact on brand awareness, though still posing some challenges. However, there is not enough emphasis on social media in the hotel industry, at least for the case study, as a tool for raising brand awareness. There is still more focus on other methods of online marketing and traditional marketing. Therefore, more research needs to be done in order to collect more accurate results of the effectiveness of using social media on enhancing brand awareness.
This research is pursued with the intention of inquiring into the impact of social media on customer’s brand awareness, through the case study of Hanoi Daewoo Hotel. In the process of exploring this topic, the author examined the how social media is utilized by the case company, what different social media platforms and channels are used as well as the methods used for these channels, and finally the impact of the social media dimensions and social media marketing on building and raising brand awareness for customers.
The nature of the research is exploratory, therefore, the implementation method used in this research is qualitative. This approach entails working and collecting non-numerical data from a specific target group, analyzing and interpreting this collected data to understand the research topic through the study of the target group. Since this is an exploratory research on the case study of Hanoi Daewoo Hotel, the qualitative data analysis method chosen is thematic analysis.
Five themes emerged from the data analysis: consistency and cohesiveness, adjusting to current trends, storytelling, personalization, and feedback. The findings show that social media has positive impact on brand awareness, though still posing some challenges. However, there is not enough emphasis on social media in the hotel industry, at least for the case study, as a tool for raising brand awareness. There is still more focus on other methods of online marketing and traditional marketing. Therefore, more research needs to be done in order to collect more accurate results of the effectiveness of using social media on enhancing brand awareness.