Creation of Brand Equity- Traditional Media Vs Social Media

Abstract

The media landscape has undergone an enormous transformation over the past decade. Social media, i.e. social networks or micro biogas are increasingly replacing conventional media, and the new marketing opportunities seem unlimited. Consumers are becoming fans of brands on social media platfom1s and using social media as an increasing source of information about brands leads to the assumption that social media in addition to traditional marketing communication instruments exerts an important impact 011 a brand's success. The viral diffusion of information through social media has a far greater capacity to reach the public than "short tail" - media such as 1Y, radio, and print advertisements. The purpose of this study is to identify the impact of brand communication on brand equity through social media as compared with traditional media. 77ze research data were collected through an online survey and a total of 276 participants completed the questionnaire. The study is descriptive in nature with the sampling method being simple random sampling. Regression and analysis of variance was adopted in this analysis to identify the interplay of social media on traditional media. The results of this empirical study proved that both traditional media and social media have significant impact on brand equity.