SCHOOL OF ASSIGNMENT COVER SHEET STUDENT DETAILS Student name: jNguyễn Thái Hải UNIT AND TUTORIAL DETAILS Unit name: Academic English Tutorial group: Group Lecturer or Tutor name: Gabriel Ryan Student ID number: Unit number: Tutorial day and time: 21001960 AEn-T122WSB-6 Monday 12am – 3.15pm Thursday 8am – 11.15am ASSIGNMENT DETAILS The role of social media marketing in brand building Title: Length Due Date : 1203 date: 11/4/2022 submitted: 11/04/2022 Home campus (where you are enrolled): Western Sydney Vietnam Campus DECLARATION x I hold a copy of this assignment if the original is lost or damaged x I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment x I hereby certify that no part of this assignment or product has been submitted by me in another (previous or current) assessment, except where appropriately referenced, and with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit x x No part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned I am aware that this work will be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking) Student’s signature: Nguyen Thai Hai Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been signed ARO 00380 08/15 In this day and age, there is no denying that social media plays a vital role in every 21-st-century business (Felix, R., et al 2016) Oncioiu (2016) claimed that the proliferation of social networks, as well as the widespread use of digital information and mobile devices, have resulted in a society in which customers demand businesses to communicate with them in frequency With the advent of the Internet, the role of social media in brand building is more and more important than ever To prove it, increase band and awareness, effective communication with customers, customer’s involvement in promoting brand indirectly will be ananlyzed First and foremost, the definition of brand building should be discussed Brand building is defined as many activities such as raising awareness, developing and marketing a brand through the use of strategies and techniques In other terms, brand building is the process of increasing brand equity through advertising campaigns and promotional techniques (MBA Skool Team, n.d.) Brand building definition asides, the definition of social media marketing should be paid attention According to Vu (2020), “Social Media Marketing is a form of using social media channels to carry out communication activities, in order to increase brand awareness among customers and promote products or services of the brand” Also, Mathew and Muniz (2016) claimed that “Social media marketing can be defined as the process that empowers promotion of websites, products, and services via online social channels It involves marketing related activities such as blogging, sharing photos and posts online” With 3.6 billion users all over the world in 2020 (Statista, 2022), social media has become a potential flatform for business to promote their brand Thus, social media marketing strategies has been gaining more than ever before The importance of brand building is always received a great deal of any firms and corporation regardless any fields The combination of name, logo, color, design and theme or the mix of these elements is seen as a brand, which contributes to the creation of brand identity for products and Nguyen Thai Hai - AEn-T122WSB-6 services, as well as the difference between market competitors (Farooq, 2019) The vital role of brand building has increased in B2B companies, specifically for those global companies (Kotler and Pfoertsch, 2006) Furthermore, brand-based social media activities provide marketers with an unparalleled potential to minimize ignorance and prejudice toward businesses while also strengthening brand value via the interchange of ideas and information among individuals (Kim and Ko, 2012) It would be unwise to ignore the unshaken important roles of social media marketing in brand building Social media marketing helps companies and businesses increase their brand awareness effectively Yazdanparast, Joseph & Muniz (2016) stated that social media offers marketers an incredible opportunity to raise brand recognition, reinforce brand image, and, as a result, improve customers' understanding of the brand Firms can reach millions of people via social media technologies Because a large number of people are already using social media, a brand's name presence on such networks may assist tell others about it and familiarize them with the company, therefore increasing brand awareness (O’Flynn, 2010) In addition, due to the constant change of online customers, customers are tightly connected to the network via social platforms, and information, views, and evaluations circulate swiftly and nearly automatically (Chen, C C., & Tseng, Y D 2011 & Jiang et.al 2010) Therefore, brand image and brand awareness would be enhanced through the quick spread of customers Coca-Cola was telling an example in 2015 with “Share a Coke” campaign Le (2015) claimed that Coca-Cola had effectively created a big volume of media material by focusing on customers who use social media and can share their photographs and tales The business provided these consumers complete creative flexibility with their own brands, giving the impression that they were not advertising for Coca-Cola but rather launching their own media campaign Many social networking sites, like Facebook, Twitter, and Instagram, have benefited from cross-platform engagement as a result of this The client, not the corporation, is increasingly replicating and developing online engagement, which has aided in bringing Coca-Cola Nguyen Thai Hai - AEn-T122WSB-6 into every household, making it a part of customers' daily life That online campaign was a huge success More than 500,000 photographs were posted using the hashtag #ShareaCoke Customers had shared over million virtual coke bottles as of September 2015 Furthermore, Coca-Cola has gained approximately 25 million Facebook followers as a result of this promotion In addition, communication with customers is also the stand-out role of social media marketing According to Yazdanparast, Joseph, and Muniz (2016), brands and customers communicate with each other without regard to time, location, or medium Such two-way direct interactions between customers and brands result in the co-creation of goods, services, business models, values, and even brand image (Vargo and Lusch, 2008) as well as increased consumer loyalty and, as a result, increased profitability (Hollebeek et al., 2014) Social media, particularly Facebook, has facilitated producer-consumer connection as a method of increasing loyalty (Jahn and Kunz, 2012) Brands have increasingly embraced online brand communities hosted on a certain company's Facebook page to keep informed of changes in customer preferences and to generate favorably connected brand relationship outcomes via social media (Gummerus et al., 2012) A prime example could be seen in Rock & Roll Hall of Fame Museum The plan was devised to apply to into their communication strategy, directly on the official Hall of Fame account due to the frequent utilizing Facebook Messenger of their users Through chat, the museum's social media management team could quickly respond to questions or comments from fans, followers and potential customers Since implementing the operation with Messenger, they increased the size of the follower community by 81% and the revenue from leads by 12% The museum claims the function is so effective that it receives 54 messages even if it's on Easter Sunday Not to mention that social media marketing allows businesses to promote their brand indirectly by customer’s involvement in numerous content sharing functionalities “It should be noted that online Nguyen Thai Hai - AEn-T122WSB-6 consumers with a positive brand experience are much more likely to recommend the brand than consumers without a brand experience, or with a negative experience” (Hudson et.al, 2016 & Yoon, 2012, as cited by Oncioiu et.al, 2021) Again, “Share a Coke” campaign of Coca-Cola is a strong testament for this role Le (2015) found that Personalization is not a transitory fad among young people, but rather a lifestyle These customers cherished the ability to express themselves, share personal tales, and connect with others The "Share a Coke" campaign allowed them to all three while also promoting Coca-image When a customer shared a Coke bottle with their mother's name on it, they believed they were expressing their love for their mother rather than promoting the company Furthermore, when consumers took images and posted them with the hashtag #Shareacoke, they contributed to the creation of new online media material and boosted its shareability In conclusion, brand awareness, interaction between customers and companies and indirect promotion by sharing functionalities are considered as enormous roles of social media marketing in brand building The companies should plan feasible strategies when it comes to social media marketing in order to partly contribute to the development of companies now and down the road REFERENCES Cawsey, T., & Rowley, J (2016) Social media brand building strategies in B2B companies Marketing Intelligence & Planning, 34(6), 754–776 https://doi.org/10.1108/mip-04-20150079 Bruhn, M., Schoenmueller, V., & Schäfer, D B (2012) Are social media replacing traditional media in terms of brand equity creation? 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Validation Journal of Interactive Marketing, 28(2), 149– 165 https://doi.org/10.10 16/ j.intmar.2013.12.002 Nguyen Thai Hai - AEn- T122WSB- 6 Gummerus, J., Liljander, V., Weman, E., & Pihlström, M... https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/#: Nguyen Thai Hai - AEn- T122WSB- 6 %7E:text=In%202020%2C%20over%203 .6% 20billion,almost%204.41%20billion%20in %202025 Ahmed, M A., &