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TO PEPSI
INTRODUCTION
Since the comingout, social media particularly facebook have induced radically new means of
relations and engagement between consumers and brands. Consumers increasingly use social
media not only to research products and services, but also to engage with the companies they
purchase from, as well as other consumers who may have valuable insights about these
companies (Zhang & Bernard, 2011). Moreover, this new form of engagement in social media
opens up many new opportunities for brands to extract value from existing and potential
consumers. They can now receive feedback and suggestions more easily from their consumers
through these social networking sites, allowing them to respond to their consumers, enhance
their offerings, handle problems and provide better service. While this new form of engagement
includes a wide range of activities, specific behaviours such as liking and commenting on
brands social media pages have become so popular among consumers that they are now used as
measures of consumer engagement in social media (Natalie & Carlson, 2014).
Over the past few years, brands have embraced one social networking site, i.e. Facebook, as a
key marketing channel to drive engagement and brand. Facebook brand pages have become a
major channel through which consumers are able to interact with brands in a direct way by liking
and/or commenting on brands posts and messages. In fact, these liking and commenting
functions of Facebook enable anyone to respond to a brand post easily. Thus, one brand post can
receive thousands of comments from facebook. Therefore, it is not surprising that these
Facebook brand pages and the subsequent engagement they facilitate have become integral parts
of brands marketing and public relations campaigns.
In this study, we investigate the Customer brand engagement on facebook with regard to pepsi.
LITERATURE REVIEW
Kim Jung (2009) firstly examined the relation between brand awareness and market outcome.
Second, he explores the relation between brand awareness and brand equity. Finally, he
investigates the effects of marketing mix elements on brand awareness. Based on three studies
conducted in South Korea, the fashion brand experience scale was validated. Confirmatory factor
analysis and structural equation modelling revealed that the scale consisted of brand awareness,
brand performance, brand imagery. Fashion-brand experience highlights the robust affective
dimension that is created via the relational extension of brand imagery, customer feelings, and
customer-brand resonance. In addition, as a condition necessary for affective experience, the
cognitive brand judgment is created by a credible opinion related to brand performance
Dwivedi & Johnson (2015) in the study examined the impact of celebrity endorser credibility on
consumer self-brand connection and endorsed brand equity. A conceptual model is developed,
positioning consumer self-brand connections as a partial mediator of the effect of endorser
credibility on endorsed brand equity. The research model is empirically supported. Celebrity
endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser
credibility on endorsed brand equity was observed, which is positively moderated by the degree
of consumer-perceived endorserbrand congruence.
Frady (2016) in this thesis examined the relationship between Millennials engagement with
brands on social media outlets and the relationship they have with brands they interact with. The
measurement tool utilized for this survey was Bruning and Galloways Organization Public
Relationship Scale. The survey was administered via Qualtrics, an online survey tool used to
quickly and easily collect surveys. Millenials are consuming media. The bad news is, according
to this survey, most are not currently being motivated to read and share those messages they are
exposed to. Some of these tools track how much Facebook users are talking about brands on
their own, while others track how much of a brands messaging is being shared.
Benjamin (2012) addressed one of the major issues for brand management: how to persuade
employees to adopt corporate brand values as their own and live the brand as an authentic
expression of their personal and collective identity. The research site selected for exploration of
the corporate brand. In total, 26 semi structured interviews were conducted, each lasting for 45
90 min, which were audio recorded and then subsequently fully transcribed. In total, this
produced 150000 words of text for analysis. He extended our understanding of how
organisational participants can be persuaded to offer an authentic performance of corporate brand
values through dialogue between managers and employees
Moreau & Parguel (2011) has used Kellers brand equity framework, the purpose of this study
was to investigate the impact of the rms environmental communication on brand equity, and
specically its impact on brand image, through the strength and favourability of brand
environmental associations. A between-subjects experimental design tests the hypotheses with a
generalize sample of 165 French consumers. Environmental communication positively inuences
the strength and favourability of brand environmental associations, therefore improving brand
equity. Two moderators reinforce the impact of environmental communication on brand equity
through the strength of brand environmental associations.
Hatch & Schultz (2010) have related the elements of the phenomenon of branding, extending the
building block framework, using the marketing concepts of brand community and brand co-
creation. The data from a longitudinal case study of the LEGO Group and its brand community
LUGNET to derive propositions from our marketing-based reframing of co-creation. It suggests
a simplied model based on the dimensions of company/stakeholder engagement and
organizational self-disclosure, which we recommend as central concerns to the developing theory
of brand co-creation.
Angella (2014) targeted firstly investigate whether brand-related UGC act as stimuli to activate
consumer response in relation to brands secondly examine the process by which brand-related
UGC influences consumer behaviour via emotional and cognitive responses. Data were collected
from individuals participating in consumer panels (n = 533) managed by a marketing research
company. Participants also completed a questionnaire containing measures of emotional,
cognitive, and behavioural responses. Both emotional and cognitive responses examined
significantly influenced behavioural responses. Thus, information pass-along, impulse buying,
future-purchase intention, and brand engagement were behavioural responses stimulated by
brand-related UGC.
Zhang & Bernard (2011) has examined the potential influences of business engagement in online
word-of-mouth communication on the level of consumers engagement and investigated the
trajectories of a business online word-of-mouth message diffusion in the Twitter community.
Collected tweets from businesses and consumers as well as the follower and following
information of the businesses. We performed path analyses to investigate the relationship
between all variables. Finally concludes that the business engagement on Twitter relates directly
to consumers engagement with online word-of-mouth communication.
Rhodes (2015) has given body of information to aid designers and companies so they might gain
a greater understanding of the potential impact of cross-modal responses through the research
and findings that have been presented. Synaesthetic responses as used in this study are referring
to the connections made between the various senses that connect and create an immediate
impression that has a greater lasting impact with the consumer. The primary focus of the study
was to determine if consumers have synaesthetic responses to a stimulus, in this case a liquid
hand soap product.
Alloza (2008) has inferred the need for integration of the vision, the organizational culture, the
brand values and the desired brand positioning, alignment of employees and identification from
relevant stakeholders depend on the quality of the listening process adopted by the company and
its commitment to respond. The key challenge is to truly implement the brand experience model.
It is not enough to listen to customers, shareholders and society and to analyze and correctly
define the promises and expectations of the brand. The study showed that after the merger,
BBVA was most recognized by clients for its size, but lacked of a strong emotional bond.
Franzak & Makarem (2014) in this paper has made a better understanding of brand engagement
by examining two of its antecedents: design benefits and consumer emotions. The study
integrates a range of theoretical works across design and marketing, including concepts of
product design, types of design benefits, brand engagement, and brand communities. The
conceptual model proposed in this paper can have significant applications in the areas of product
design, branding strategies, and brand communications.
Kaufmann & Hans Ruediger (2016) has studied the development of sustainable relationships
between the brand and its stakeholders, the most important question is as to how do stakeholders
relate to brands. It is a conceptual paper, based on extensive and thorough literature review on
the fields of brand love, behavioural branding, brand communities and co-creation, that leads to
the formulation of a proposed synthesized framework.
Khan & Fatma (2016) has examined the extent to which the customer-brand engagement
influences the brand satisfaction and the brand loyalty in an online banking context. This study
has used 348 responses been collected through an online survey which was conducted among
various online bank customers in Delhi, the national capital of India. The results of online survey
show that customer-brand engagement positively influences online brand experience. The effects
of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by
the online brand experience.
Sprott & Czellar Eric (2009) in this study examines the meanings of possessions displayed in the
offices of employees in a high technology firm suggests extensions to the concept of extended
self. Work self and home self contend for dominance in these displays. And conceptualization is
distinct from the typical treatment of self-brand connections in that it concentrates on a global
consumer trait, that is, a generalized tendency of consumers to construe their self-concept in
terms of their favourite brands. Results of our three studies are remarkably consistent.
demonstrate across multiple contexts that, depending upon their value focus during brand
exposure, higher (vs. lower) BESC consumers react differently to the presence (vs. absence) of
brand self-expression by other consumers. Results of the study are remarkably consistent.
demonstrate across multiple contexts that, depending upon their value focus during brand
exposure, higher (vs. lower) BESC consumers react differently to the presence (vs. absence) of
brand self-expression by other consumers.
Natalie & Carlson (2014) studied key issue for marketers resulting from the dramatic rise of
social media is how brand pages can be leveraged to engage customers and enhance relationships
with brands. Data was gathered via a survey of 404 consumers of brand pages and analysed
using structural equation modelling. The findings are of value to brand managers of social media
sites and focus on how managing critical user gratifications together with customer-brand
relationship variables acts as a mechanism for unlocking CE with brand pages.
METHODOLOGY
DATA COLLECTION:
In order to collect the data and test the customer brand engagement of pepsi on online social
media platforms an online survey was conducted using a convenience sampling method of
Facebook account holders. Among many various online services offered by Facebook, there is
also something called Facebook Pages. Facebook Pages are public profiles meant to promote
brands, products, artists, web sites or organizations. A questionnaire was framed accordingly
using likert scale and survey was taken through google forums for the facebook account holders
who had liked Pepsi page.
SAMPLE:
The data was collected from the students of a private university in south India. The questionnaire
was distributed through online forums for about 260 students. A convenience sampling method
was employed. A sample of 255 was retained. The final sample consist of 163 (63.7%) male and
94 (36.7%) female of which 42 (16.4%) diploma, 137 (53.5%) under graduates, 62(24.2%) post
graduates and 15 (5.9%) post doctorate students.
REFERENCES