Current Proceedings on Technology

Current Proceedings on Technology

Keeping Brands Moving. Putting Social Media to the Test: How the FMCG Industry Uses Social Networks for Creating Brand Awareness

Yazarlar: Birgit Oberer, Alptekin Erkollar

Cilt 3 , Sayı - , 2013 , Sayfalar -

Konular:-

Anahtar Kelimeler:Social media,Brand awareness,FMCG

Özet: In this study, we focused on local, national, and international companies operating in the fast moving consumer good (FMCG) industry in Turkey, and conducted a survey on their use of social media to build their brand and to create sustainable customer side brand awareness. The results of the study revealed that the use of social media to create brand awareness is considered rather important for the FMCG industry. Social media was identified as a useful tool for the dissemination of information on companies’ activities. Most of the participating companies use Facebook and Twitter to get in touch with their customers. A template for analyzing social media activities in the FMCG industry is given in the ‘FMCG Brand.Board’ that we developed based on the survey and the social network analysis conducted.

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@article{2013, title={Keeping Brands Moving. Putting Social Media to the Test: How the FMCG Industry Uses Social Networks for Creating Brand Awareness}, volume={3}, number={0}, publisher={Current Proceedings on Technology }, author={Birgit Oberer, Alptekin Erkollar}, year={2013} }
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Birgit Oberer, Alptekin Erkollar. (2013). Keeping Brands Moving. Putting Social Media to the Test: How the FMCG Industry Uses Social Networks for Creating Brand Awareness (Vol. 3). Vol. 3. Current Proceedings on Technology .
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Birgit Oberer, Alptekin Erkollar. Keeping Brands Moving. Putting Social Media to the Test: How the FMCG Industry Uses Social Networks for Creating Brand Awareness. no. 0, Current Proceedings on Technology , 2013.
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