![]() ![]() Considering various parameters about any business such as the stage of their lifecycle, the amount and level of funding achieved, the amount of revenue generated, the area of operations, etc, some conceptual definitions are available in the public domain. ![]() According to the Grant Thornton report, currently, a clear definition of a ‘Start-up’ does not exist in the Indian context due to the subjectivity and complexity involved (HV et al., 2016). A start-up could be defined as a new business or company that drives towards the innovation or improvement of technology with the help of investors or self-financing. There is no common definition for a start-up that is widely accepted globally. More precisely how social media can engage with their customer and inform more about their services and product to understand the strategic importance behind social media marketing for a company. The result of the research is to understand and explain the important elements in using the sharing of data on the social media platform for brand management for start-ups or small companies. After that, the paper discusses the necessity of brand building and development in start-ups and try to find out the relationship between social media sharing and brand association. This paper first discusses Aaker’s Brand equity model (Aaker, 1991) and Smith’s Honeycomb of social media framework (Kietzmann et al., 2011) through a review of the literature. And because this concept is not ingrained within, there are no other employees available to give it sufficient attention (Krake, 2005). In many start-up companies, brand management receives little or no attention in the daily run of affairs.Īlthough the owners or directors are the ones to take the lead in this area, they either seldom have the time for it or are not even aware of “ brand management” as a concept. Small start-ups cut their budget in marketing activities and maximize the effort to reach the customer with a minimum resource. Even though companies have a hard time acquiring new customers, especially in times of competitive environment. As a consequence of the frequently changing environment, the shutdown of the start-up rate is expected to rise. The biggest problem is to finance the business and creating brand value in the market. The major problem is that small start-ups face many challenges to survive. Social media can be a tempting tool for start-up companies to use since it is cheap (Ramp Up Marketing in a Downturn, 2009), relatively simple to use and the company can reach a big audience (Weinberg, 2011). Nowadays companies use social media to market themselves through communication with consumers (Kaplan & Haenlein 2010). The two-way communication through the internet in the large network becomes social media activity. It gradually moved toward companies’ product information and corporate pages where companies could present their solution offering through the internet. ![]() With the change in the use of the internet, people started sharing their interests and information on the internet. The internet started as a tool for users to share information with each other(Kaplan & Haenlein 2010). Social Media Marketing, Brand Association, Social Media Sharing and Startups. The findings identify the relationship between sharing elements of social media that affects the brand association towards brand equity. This article investigates this area by studying and exploring with the help of the Honey Comb of social media framework and brand association from Aaker’s Brand equity Model highlighting how social media sharing can influence the brand association. The purpose of this paper is to understand the relationship between sharing and brand association along with how a startup company could improve brand association for consumers by sharing information on social media. Social media is an ideal domain for start-ups to build and develop the brand association. From one viewpoint, there are considerable success stories for new start-ups and then again, there are numerous failed cases of utilizing social media strategy.There are numerous factors of Social media marketing and focus on most influenced factor can help to optimise the marketing budget. The most ideal approach to compose and advantage from this social media marketing factor is as yet developing and we are learning as we go along. Sharing of information and content on social media makes brand more interactive and makes easy to spread the word about product offerings. ![]()
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