2022539 IMPROVING BRAND AWARENESS THROUGH SOCIAL MEDIA: A CASE STUDY IN TAI KY FOOD FLOUR CORPORATION IN HO CHI MINH CITY An Independent Study Submitted in the part fulfillment of The requirements for the degree of BSc (Hons) Business Management By Dang Anh Minh Student ID: 2022539 Supervisor: Dr. David Ratcliffe Word Count: 10168 April 2022 2022539 Declaration This dissertation project is original work carried out by solely by the author and it has been accurately referenced and acknowledged, complying with the University of Bolton’s guidelines regarding plagiarism (Student Handbook). Name: Dang Anh Minh Dissertation Type: Experimental Research Student Number: 2022539 Submission Date: April 11th 2022 Supervisor: Dr. David Ratcliffe Dissertation title: Improving Brand Awareness through Social Media: A case study in Tai Ky Food Flour Corporation in Ho Chi Minh City Signature:….Dang Anh Minh….
i 2022539 Acknowledgments I would be glad to demonstrate my sincere thankfulness to Dr. David Ratcliffe for his unwavering support, aid, and encouragement during this dissertation process. I was extremely fortunate to have a supervisor who not only taught me a great deal but also inspired me with his enthusiasm for research. My heartfelt gratitude also goes out to my wonderful, supporting, and caring family.
When things get tough, your words of support mean a lot. ii 2022539 Abstract Marketing agencies are becoming progressively aware of social media marketing. It is recognized as a significant platform for delivering business information to consumers. Despite its growing importance, very few studies have investigated the influence of the marketing of social media on consumers’ understanding of the brand.
The aim of this study is to examine recommendations to improve brand awareness through social media in Tai Ky Food Flour Corporation in Ho Chi Minh City. A validated questionnaire was provided to a sample of 100 Tai Ky social media users in a quantitative study. To test the hypothesis, SPSS was used to run a regression analysis. The research showed a considerable influence of social media on business brand awareness in general.
Electronic Word Of Mouth (EWOM), trendiness, entertainment, customization, and interaction were proven to have a substantial impact on the company's brand awareness. The study generated a number of empirical and conceptual conclusions that can improve Tai Ky's business with its social media marketing initiatives. Keywords: social media; brand awareness; social media marketing. iii 2022539 Table of Contents Declaration.
iii Table of Contents. iv Chapter 1: Introduction .3 About the Company .4 Research Questions and Objectives. 5 Chapter 2: Literature Review .3 Brand Awareness on Social Media .4 The Factors Influencing Brand Awareness. 12 iv 2022539 Chapter 3: Methodology .3 Justification for Research Study .3 Justification for Research Study .5 Sampling and Data Collection .7 Method Of Analysis .8 Triangulation, Reliability, and Validity.
32 Chapter 4: Research Findings .1 Demographic Characteristics Description .4 Survey Validation Using Explanatory Factor Analysis (EFA). 43 Chapter 5: Result Discussion. 45 Chapter 6: Conclusions and Recommendations .1 Summary of the Results .2 Practical Implications for Tai Ky .3 Study Limitations and Recommendations. 56 vi 2022539 Chapter 1: Introduction 1.1 Research Background Brand awareness (BA) is defined as the process by which people become aware of and familiar with a brand name, as well as recall and recognize it (Gursoy et al., 2014; Jakeli and Tchumburidze, 2012).
Consumers' purchasing decisions are influenced by their BA. Brand awareness has two characteristics that are brand recognition and brand recall (Radder and Huang, 2008). When given a product or event category, brand recall refers to those who can recognize brands and events on the spot. It demonstrates familiarity with the brand as a result of previous exposure (Aaker, 1996).
When clients can name a brand after being shown a list of brand or service categories, this is known as brand recognition. In today's extremely competitive market, organizations must have a higher level of consumer awareness of their brand in order to be successful. On the other hand, it is becoming increasingly difficult to attract more interest from customers, retain them and improve brand awareness among customers (Kozinets, 2002). Consequently, businesses are increasingly turning to free or paid online advertising; for the most part, they are turning to social media platforms, which are predicted to grow in popularity over time (Kozinets, 2002).
SMM (social media marketing) is widely recognised as having a significant impact on consumers’ brand awareness (Keller, 2009; Langaro et al. Because customers increasingly seek product information and companies through social media networks (Mangold and Faulds, 2009), SMM activities are thought to be more impactful than traditional marketing communications (Bruhn et al. Businesses 1 2022539 are increasingly turning to social media platforms to solicit input, get information about consumer preferences, engage in brand-building activities, and manage customer relationships (Thoring, 2011). According to current business statistics, more than 70% of internet consumers use social media networks (Duggan et al, 2015), and more than 50% of them get information on brands through brand pages (Ismail, 2017).
As a result, it is not surprising that SMM is used by more than 90% of firms worldwide (Stelzner, 2014). The majority of SMEs have limited financial resources and limited time to expose their brand to consumers before their competitors do (Homburg et al. This makes things difficult when it comes to attracting new customers and keeping a brand's commercial relevance in the market because other firms are also attempting to make their brands apparent. According to Thevenot (2007), small and mid-size enterprises (SMEs) consider their noticeable visibility in social media because it can help them enhance brand awareness and keep in touch with their customers globally; by employing social media marketing platforms that are easily marketable, SMEs can radically change their market position.
What is more, according to Thevenot (2007), the widespread use of SMM offers to attract customers has increased competition for consumers' attention and trends in paid advertising that force SMEs to consider themselves to take into account strategically involved in marketing activities.2 Research Statement Numerous companies have started to use social media platforms as a marketing tool; many of them have implemented it without any strategy. Despite advertisers' recognition 2 2022539 of social media's prospective dominance in engaging with customers in the accomplishments of the brand building when compared to traditional advertising and marketing efforts (Abzari et al. However, due to its freshness and difficulty in identifying and measuring primary influencing factors and their effects on business development, the strategic value of utilizing social networking by means of a marketing instrument has yet to emerge clearly. Furthermore, SMM remains a comparatively new advertising technique and knowledge of SMM's effects on BA continues to be restricted (Schulze et al.
In Vietnam, there have been many previous studies on brand awareness in business such as the study of the effect of sponsorship activities on purchasers' brand awareness and buying decisions in Toyota Vietnam (Khuong and Chau, 2017), the study in Ho Chi Minh city of the effects of emotional marketing on product perception of purchasers, buying preference, and brand awareness (Khuong and Tram, 2015), and the research of elements influencing brand awareness in the context of viral advertising in Vietnam (Nguyen and Nguyen, 2020). However, the previous studies have not noticeably analysed the importance of social media platforms for brand awareness. Therefore, this study is conducted to address that problem in Vietnam. The study's primary focus is on businesses that use marketing tools like social media platforms to raise their brand awareness.
This study examines the literature on SMM and the elements that influence the companies' BA on social media. This research also makes recommendations for a case study of the enterprises' BA using social media in the context of the Vietnamese market.3 About the Company Tai Ky Flour was established in 1976 with manual labour and family members as the labour force. Tai Ky Food Flour Corporation first officially opened in 2004. Tai Ky Food Flour Corporation has been responding to consumers' requirements and sustaining the Vietnamese tradition as well as its original cuisine for over 42 years.
Tai Ky Food Flour Corporation is reaffirming its position in the local and worldwide market with the new brand identity, and it is devoted to ensuring food safety and outstanding quality while keeping the value of Vietnamese cuisine (Taikyfood, 2022). Over the years, Tai Ky's brand awareness has grown. However, traditional tactics are primarily used to raise BA. Therefore, the company aims to create BA using social networks to easily reach customers and increase its target customer after realizing the value and benefits of SMM in business development.
As a result, it is critical for Tai Ky to comprehend the existing condition of the company's BA, as well as the chances and obstacles of expanding brand awareness through social networking.4 Research Questions and Objectives Research Questions What are the factors influencing brand awareness via social media? What are suggestions for Tai Ky to improve the company’s brand awareness via social media? Research Objectives To investigate the factors influencing brand awareness via social media. 4 2022539 To propose recommendations for Tai Ky to improve its brand awareness via social media.5 Research Structure The necessity of improving brand awareness, as well as the research objectives and questions, are discussed in the opening section. The literature study in chapter 2 covers the key terms definitions, factors influencing brand awareness, social media marketing for brand awareness, and hypothesis development. The methodology is explained in chapter 3.
The research philosophy, strategies, and approaches, sampling and figures gathering, measurement, and analysis methodology are all included in this chapter. Chapters 4 and 5 consist of the outcomes of the analysis and discuss the important findings before making suggestions for Tai Ky. Finally, the conclusions and recommendations are described in chapter 6. 5 2022539 Chapter 2: Literature Review 2.1 Brand Awareness The capability of a customer to recognise a brand in adequate characteristics to purchase a product is described as brand awareness (Percy and Rossiter, 1997).
Brand awareness has two aspects that are brand recognition and recall. Brand recognition is customers’ capacity to be the ones to identify a brand's existence when they receive it as a cue. That is to say, brand recognition should accurately distinguish a brand that customers have heard and seen formerly. When provided a product group, the needs that the classification meets, and purchasers' capacity to recall the brand is assessed.
Keller (1993) pointed out that recalling a brand requires customers to remember the product appropriately from memory. BA plays a crucial role in advertising new services and products. Brand awareness, according to Gustafson and Chabot (2007), is critical for distinguishing your product from similar products and other rivals, stimulating repeat consumption as well as increasing sales and market standing. Moreover, it also plays an essential role for firms that market proactively through social networking sites.
Research on the impact of social networking platforms on product BA was conducted (Tritama and Tarigan, 2016). They indicated that because consumers were more engaged in online marketing than an offline advertisement, therefore social media played a vital part in customers' BA of a particular product. Indeed, their recommendation for raising product BA is for enterprises planning to introduce new services and products using SMM, generating a great beneficial effect on consumer BA. 6 2022539 A lot of prior research on brand awareness measurement has been conducted.
For example, Vecchio et al. (2014) used the IBAI (International Brand Awareness Instrument) technique to estimate the brand awareness of alimentary products among Indian children, while Barreda et al.2 Social Media Solis (2010) indicated that online platforms, technological systems, and web tools that encourage communication of people, especially among members of a community are known as social media. Online forums, content community sites, wikis (Zeng and Gerritsen, 2014), and online social networks like Facebook, Blogs, and Twitter are just a few examples (Tess, 2013).