Using social media in brand building - the case of wonderland
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Purpose: The social media have changed more than the way we communicate, they are changing the traditional marketing perception regarding brand equity, brand trust and branding in general. The purpose of this study was to suggest social media strategies / approaches for Wonderland, by estimating the brand social network brand visibility and by finding out the relation between social network brand visibility, brand equity and brand trust. Design/methodology/approach: Online survey was the approach used in conducting this research. A total number of 166 respondents from Norway participated in the survey. Findings: The empirical findings reveal that social network brand visibility influences positively brand trust and brand equity. Moreover, brand equity influences brand trust. In addition, brand trust significantly leads to high purchase likelihood. Research limitation: The main limitation is that, this study covers only a small part of people across the world, and regarding a specific brand. This makes the research setting very limited thus, findings and results cannot be generalized. Practical implication: The implications of this study for brands / companies is that they should make efforts to increase their brand awareness, value equity, social media presence, social media marketing, information exchange and product knowledge because in that way social network brand visibility level is increased. Social network brand visibility positively influences brand equity and brand trust. Brand trust positively influences purchase likelihood. Thus, strategies that increase social network brand visibility are suggested as these can lead to an increasing purchasing likelihood.