THESIS “Analysis of the role of social media in brand recognition”Author: Sevil ALIYEVA Supervisor: Rufat MAMMADOV BAKU, 2019
2 ABSTRACT Brands are a significant element in the present society. Brand can comprise of anything; an item, an association, a college, an individual or even a region. They are not tightened to items or organizations, yet are significant founder of civilizations. Having some donuts at Dunkin' Donuts isn't just about the donuts, it is likewise about the brand and qualities and inspirations, then what it speaks to for the clients and customers. Brands are interweaving themselves further in the community than any time in recent. Digital networking is developing and taking an extensive piece of individuals' time. We talk about everything, brands, on stages, for example, Instagram and YouTube. In this way it is basic for brands to effectively share in the discourse to not submerge and lose authority over their image picture. They form their image character, however the picture is what is seen by the general population. In the event that they let others shape the impression of the brand, at that point there is an extraordinary hazard that the picture build won't compare to their proposed character. Digital networking gives a passage to fans and brands to entracte. This dissertation researches the essential employments of social media for item and services brands separately. Additionally, it takes a gander at what parts of the brand personality are shown on the previously mentioned stages for both item and individuals brands. The examination takes the state of a substance investigation of brands in social media for item and individuals brands. Factors relating to the four personality points of view proposed by David Aaker –(1) brand as item, (2) brand as association, (3) brand as individual, and (4) brand as image –were utilized to see whether there is an overwhelming viewpoint that brands receive while connecting with fans in digital life. Likewise, the people of social media were explored and coordinated with creators' proposals for perfect employments of social networks for brands.
3 It was discovered that, in accordance with a few creators' suggestions of perfect utilization of digital life; brands embrace a personality approach steady with Aaker's Brand as Person viewpoint –reckless of mark species. The Brand as Individual point of view was predominant for individuals marks on social media, nonetheless, somewhat progressively upgraded on the last mentioned. While as yet being the principle viewpoint for item marks, the other character point of view are given more consideration so the predominance of the Brand as Person viewpoint isn't exactly as recognized. Likewise, the principle differents of social media networks were found; for example Facebook is an anymore application used to connect with fans but Instagram is predominately used to business. The outcomes give a premise to which future research on marks character and uses for marks in digital life can expand after, beginning with those common discoveries to dive further in progressively concentrated territories of marks in online life.