The Role of Social Media in the Light of Building a Strong Online Brand Awareness
The Role of Social Media in the Light of Building a Strong Online Brand Awareness

Author(s): Radovan Bačík, Ľudovít Nastišin, Beata Gavurova
Subject(s): Politics / Political Sciences, Social Sciences, Economy
Published by: Vysoká škola ekonomická v Praze
Keywords: social media; brand; marketing; tool
Summary/Abstract: Purpose: A brand is no longer what we tell the customer, it is what customers tell each other. The importance of using a social media mix for marketing purposes has never been greater than it is today. Ignoring these tools can have unfavorable effects on any company, whether in the form of lack of competitiveness or in the case of unnecessarily high costs for promotion with weak effect and targeting. We aim to examine the relationship between perceived knowledge of the use of social media along with the frequency of their use, their potential impact on subscribing to the content of the company's social media accounts.Design/methodology/approach: The paper examines the sample of 476 respondents questioned through the CAWI method - computer assisted web interviewing. A random sampling method has been used. All of them are active users of social media tools. Gathered data were subsequently processed with the methodical procedures of correlation analysis. Data collection took place during the first half of 2016.Findings: We came to the interesting findings of the existence of presented relationships. These are accompanied with specific information about the use of particular social media among respondents, which also implies a clear preference and thus serve as assistance in determining the right mix of social media which should be used by the company.Research/practical implications: The findings are subsequently transformed into a set of recommendations that help in setting the right marketing activities of companies in the online environment. There are also implications for the development of strong social media presence.Originality/value: This paper fulfils an identified need to study how brand-supportive behavior can be enabled. The paper cope with the ever-growing phenomenon of social media in connection with the marketing activities as it is a necessary tool for the successful marketing mix. Also, this issue has not been examined enough within our region.

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