The Role of Facebook as Social Media in Creating Brand Equity of a Product
This research would explain about the role of Facebook as social media in creating brand equity of Anmum product. The purpose of this research is to know how Facebook could increase brand awareness, brand images, brand responses, and brand relationship as the elements of brand equity through ‘Online Photo Contest’ activity. The interesting findings are that the Facebook Page of Online Photo Contest can be used as a two ways communication between company and their customer.
The facilities of sending informations in text, pictures and even video are the strengthness of Facebook Page as social media. The community online can be built through this media, so that the company could be more focus on receiving the valuable customers input. This can be very useful to increase the services of the company to their valuable customers. The findings of this research based on companies document, observation and interviews with a few sources from PT. Fonterra Brands Indonesia and customers that are the participants of the Online Photo contest as well.
Name : Elisabeth Dhany Retno Putri
NIM : 06303022008
Thesis title : The Role of Facebook as Social Media in Creating
Brand Equity of a Product.
(Study of Online Photo Contest Activity of Anmum
Product from PT. Fonterra Brands Indonesia)
Total Pages : 106 pages, 7 tabels, and 7 graphics
References : 24 books, 4 journals, 1 thesis, 4 magazines, 11
internet sources