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  • Category:
    Marketing
  • Document type:
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  • Level:
    Undergraduate
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The Influence of Social Media on Construction of a Brand Meaning

With this rapid growth in the technology field, social media is regarded as the most reliable and fastest ways of delivering information. This is why most companies have since embraced it so that they can stay relevant and competitive in the contemporary market. Social media has steadily won the trust of people because it is very reliable even when there is a need to inform the whole world concerning an emerging issue within a matter of minutes. The number of users by January this year was over four billion, and the number is undoubtedly increasing every day. This justifies why it is the most reliable means of passing information. This task, therefore, seeks to discuss how social media has enabled and accelerated the social construction of brand meanings and subsequently considering whether the brand communications here are trustworthy or authentic.

Sense of trust and belonging

To begin with, social meaning instills a sense of confidence and belonging among its users, and this enables them to confidence in the information they encounter on the particular social media that they use. A company may use social media to reach out to its customers since it is through social media that people seem to have assurance in whatever they come across. The numerous users of these said social media such as face book, twitter are the same people these companies target and what social media does is just to link the companies to their prospective customers. While it is viewed as an advertisement platform, it can as well help in getting people’s (Brown et al. 2007) comments concerning a product, and this will enable the customer to make necessary adjustments with regards to customers’ interest. A brand meaning is therefore created as many people get to meet the product’s name on social media and of course several comments concerning the product which also contribute in marketing the product. This has been successful over the past years and even today several companies use social media. This is authentic in most cases because contacts are given at the end of every information which customers can use in case they need further details.

Firm-created social media communication

Another factor is firm-created social media communication, and this is a very crucial for any company which wishes to make the best out of the contemporary and its opportunities since most information are availed online nowadays. That social media has enabled its users to get exposed on matters concerning social networking is a question no one can deny because it is all about receiving and sharing ideas (Deighton and Kornfeld, 2009). This means that it has created a reliable platform where companies can freely interact with their consumers and with this kind of environment the business will do good. It, therefore, creates a good rapport between the customers and the company and this further builds a healthy symbiotic kind of relationship between the client and the company which eventually leads to the betterment of both parties. Through this platform, the company can as well educate its customers regarding the brands, their services, personalities among other issues.

With the establishment of a good rapport, the customers will easily influence their friends into liking the company, which is very crucial for a company which wishes to grow. Reports have indicated that many people have since shifted from traditional media to social media because of its reliability and service delivery. For instance, it has extensive pictorial information which aids in the better understanding of the information being talked about, unlike the traditional media which was merely the use of the word. Even when we consider the old idiom which states that picture paints a thousand words, we will agree with social media’s role in defining brand name since the images appeal to buyers more than a nutshell. This is, therefore, an authentic and trustworthy means of building a brand meaning because the owner of the business can always account for any mistake, and also, customers have the opportunity of freely interacting with the coming which enables the company to produce the goods the customers want. This good relationship with clients is good for a company to grow.

User-generated social media communication

Nevertheless, there is yet another crucial factor which is user generated social media communication. This is a very fast growing vehicle for brand conversation, and it does benefit customers so much since they can access all information concerning products they wish to purchase through social media. The significant growth in brand communities has highly accelerated the increase in the user generated social media communication and at the moment, several customers have embraced social media communication where they can inquire clarifications about the products of a given company if in case they need more information than the ones already availed on the social media (Malthouse et al. 2013). This creativity of reaching out to customers through social media significantly contributes towards the construction of brands meaning. An example is Pepsi Company which has regularly sought interaction with their clients on social media and as a result, it has gained fame all over the world. Customers prefer businesses that give them a forum to express their feelings because they feel valued when a company seeks their opinions. This leads to fast growth for the company as customers will stick with them rather than other farms who do not work under the consultative framework.

Brand equity

There is yet another factor of brand equity which is equally crucial for a company’s name to grow. This is a factor which social media influences, and it is regarded as critical because it keeps the customers coming back for a very constant time. A good brand should, therefore, be one which can stick in the memory of a client for a very long time. For something to stick in the mind for a long time, it means that it has to be special or unique in a way. It should be one which has an enormous difference from ordinary ones as this will make the customers consider it as a taste as well. Brand equity, therefore, will predict how the customers will react to a new brand in the market based on how they have been doing (Malthouse et al. 2013). When the product is of high quality, then it is evident that customers will like the product. This helps the company in the subsequent production since if the response of customers never appealed to them, then the chances is that the customers will not be pleased with the same product again. This enables them to make necessary improvements to the product before they bring it back again in the field for customers’ consumption. Social media plays an imperative here because apart from guiding the company on how likely a product might sell, it also establishes a good rapport between a company and its customers.

Brand attitude

Far from Brand equity is Brand position. Social media helps in the construction of the Brand attitude among customers and as a result of this; the company may be able to give their insight as to whether the brand is favorable or not to its consumers. This comes after the customers have carefully evaluated the product and reached a deductible conclusion which is then used by the company as feedback. It is what they get from their clients that they make an assumption from. It is through social media that a company can reach their customers considering that they are fast and reliable (Arvidsson, 2006). Before social media took over, it is hard to get the response of customers as there was no such forum where a customer could register his disappointment or satisfaction. These two factors are considered paramount for a company’s growth because it is the clients who make the business to exist. Without customers, there will not be any business because there will not be any outlet of finished products (Lawer and Knox, 2006). Brand attitude is, therefore, a very vehicle for marketing a company and social media is, therefore, critical for brand position to be active.

Social media offers advisory services

Besides, social media provides consultancy services, and this significantly helps in the social construction of brand’s meaning. It is through social media that a company can receive different views from all parts of the world within a short period. That social media connects people from all over the globe makes it an ideal site for getting information because people will present diverse opinions concerning an issue considering that they come from different parts of the world. For instance business idea someone from West Africa will give will be distinct from that one somebody from Canada will give because wherever they come from are entirely different. The company will then choose from these pieces of advice the one which best suits its situation, and this will, in turn, help the company in improving its service delivery. Social media is very trustworthy for that matter because when a corporation needs to consult somebody from outside the business premises, then it is the social media the company will use to reach him since it is fast and can carry even notes with pictures when there is a need. Someone from outside the premises could also mean a business expert who stays outside that country (Malthouse et al. 2013). This helps the company to grow and its brand meaning as well.

The success of the business will depend on the level of trust the customers have in that company. Most clients do not like mixing groups and once they have trusted one they will remain loyal customers for the rest of their lives or the life of the enterprise. Technology dominates the contemporary market and therefore, it is through social media that companies do most of the things. With this fast changing world, it is important that businesses produce the products which meet the interest of customers, and it is through social media that a company can achieve this. Once a brand meaning has been constructed, the company will gradually grow beyond its geographical confines and be known all over the world.

Human beings always trust people over brands

Another reason why companies use social media has accelerated the construction of brand meaning is that people always trust people over brands. This is why people will always believe what other people tell them more than the information they get on brands. It is through social media that people can share this information with others considering that it is the most widespread platform. It has been witnessed in different parts of the world like Canada where some of the most established companies first have to consult peers on mundane media before they reach a decision pertaining a significant purchasing (Arvidsson, 2006). They are aware that it is in these people that great ideas lie, and failure to involve them is tantamount to risking. It is them who subsequently share the opinion with their peers, and since people tend to trust what another people tell them more than what they read on brands, their peers will undoubtedly get convinced so easily (Brown et al. 2007). This insinuates that if a company would decide to do the marketing without involving people through human media to assist them then, they might not be as successful as they would be if they had engaged people. Secular media for that matter is crucial and trustworthy for the temporal construction of brand meaning.

Conversation with the consumer

Another factor is the fact that in social media there is communication with the customer. This is very crucial for the construction of company’s brand because the client will be getting the immediate response from the enterprise. This also enables the customer to request the company on the nature of goods he wants (Malthouse et al. 2013). The company also gets a reply of the consumers based on the value of their products which is very necessary for the company as it will, in turn, make the needed changes to meet the consumers’ interest if there is a need. Having a platform where a company directly converses with the customers is good for the growth of the company as it will act fast based on what the consumer says and for that matter the company will stay relevant even when there is stiff competition from other businesses. This is, therefore, a very trustworthy way of constructing the company’s brand.

Always produce new contents

Apart from those, social media also creates new content every time, and this appeals to consumers because people always want to stay up to date. Unlike other platforms which always brought same things year in year out, social media always bring in new content to its users and this includes some features which were not there before. People are always fascinated with new things, and very few will be comfortable with the old things when their counterparts are using the new stuff (Chu and Kim, 2011). With this fast changing world, there is a need to avail of customers products which meet their interest. Social media are always modified after a short while to come up with a version which is relevant at any given time. Companies, therefore, prefer this platform as a way of reaching their customers and as a result of the good response from the customers, such companies realize an excellent profit. This is to say social media is directly involved for a company to achieve a good profit. It is only through producing the products which appeal to customers that a company can keep them from going to other companies and therefore the company is assured of the loyalty of his clients as well because of social media (Lawer and Knox, 2006). Social media, therefore, plays a very significant role in accelerating the construction of a company’s brand.

In conclusion, mundane media enable and speed up the mundane construction of brand meaning, and since it came into dominance a couple of years ago, several companies have since registered meaningful profits. It is regarded as a very reliable platform because it is fast and very efficient as it connects several people from all over the world within a very short time

References

Arvidsson, A., 2006. Brands: Meaning and value in media culture. Psychology Press.

Brown, J., Broderick, A.J. and Lee, N., 2007. Word of mouth communication within online communities: Conceptualizing the online social network. Journal of interactive marketing, 21(3), pp.2-20.

Chu, S.C. and Kim, Y., 2011. Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), pp.47-75.

Deighton, J. and Kornfeld, L., 2009. Interactivity’s unanticipated consequences for marketers and marketing. Journal of Interactive Marketing, 23(1), pp.4-10.

Lawer, C. and Knox, S., 2006. Customer advocacy and brand development. Journal of Product & Brand Management, 15(2), pp.121-129.

Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E. and Zhang, M., 2013. Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), pp.270-280.