Marketing Dissertation案例：品牌传播影响

小结

本研究表明，基于社交网络的移动营销影响不同品牌在不同行业领域的品牌形象。然而，它在提升餐饮快消品领域品牌形象方面的作用仍然没有定论。

The effectiveness of mobile marketing in communicating brand image

(Title)

Abstract

The introduction of smart phones has revolutionized the field of digital marketing. More and more marketers are leveraging the benefits of marketing through the most advanced handheld devices. Different aspects of mobile marketing are speculated to influence the interaction of customers with brands through innovative communications. There are different facets of mobile marketing which include messaging services-based marketing, video-based marketing, social networking-based marketing, and app-based marketing. Social networking has become the new buzzword of the digital media. However, the extent to which social networking-based mobile marketing influence the brand image and sales turnover of F& B (food and beverage) FMCG brands remain largely inconclusive. Hence, the present article explored the effectiveness of social networking-based mobile marketing in improving the brand image of FMCG brands with special reference to bakery products. The study was based on a mixed methodology approach and comprised of primary and secondary data analysis. Various logistic regression equations were constructed based on different facets of brand image and social networking based variables. The present study showed that social networking-based mobile marketing influence the brand image of different brands across various industry segments. However, its role in improving brand image in the F&B FMCG segment still remains inconclusive. Nevertheless, if brand image is considered a function of favorable purchase decisions, referrals or advocacy, and top of the mind recall of the brand, then social networking-based mobile marketing significantly improve brand image of F&B FMCG products. On the contrary, the perception change on F&B FMCG products seems to be driven by other variables that could be taste, quality, and promotion through other advertisement channels or promotional offers.

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2.JK Essay-Dissertation Sample-The effectiveness of mobile marketing in communicating brand image.pdf