International Journal of Multidisciplinary Research and Development 

International Journal of Multidisciplinary Research and Development

Online ISSN: 2349-4182, Print ISSN: 2349-5979, Impact Factor: RJIF 5.72
www.allsubjectjournal.com
Volume 3; Issue 6; June 2016; Page No. 175-185

Using social media for brand equity: Restaurant & café in Hyderabad
1
Dr. Aijaz Ali Khoso, 2 Dr. Muhammad Munir Ahmedani, 3 Dr. Abdul Subhankazi, 4 Dr. Muneer Ahmed,
5
Dr. Ahmed Khan, 6 Saad Ahmed Shaikh
1
Assistant Professor, Isra University, Hyderabad, Sindh, Pakistan
2
Adjunct Assistant Professor, Isra University, Hyderabad, Sindh, Pakistan
3
Associate Professor, Isra University, Hyderabad, Sindh, Pakistan
4
Assistant Professor, Visiting Faculty, Bahria University Islamabad Campus, Pakistan
5
Jamia Farooqia, Shah Faisal Colony, Karachi Sindh, Pakistan
6
SZABIST, Hyderabad, Pakistan

Abstract
Social media, a platform of electronic media which is used by marketers, agencies, entrepreneurs and firms/organizations to
promote, sell, aware about the businesses, offerings. Social media comes under digital media, and is a new media and marketing
tool used in and out of Pakistan. The main objective of the study is to find out the impact of using social media to build brand
equity for the restaurants & cafes that are in Hyderabad. This is an exploratory research and is based on primary data and
questionnaire is used as an instrument. The sample size was 100 and the sampling technique was non-probabilistic technique and
the researcher used convenience & quota sampling for this research. Data was collected from the respondents who were aware of
social media, have account on any social media platform (Face book, Instagram, WhatsApp etc.) and follow any restaurant & café
of Hyderabad on its social media and they were used as filter questions to filter the respondents. To find out the impact of using
social media on brand equity, four elements of brand equity were taken in consideration; brand awareness, brand association,
perceived quality and brand loyalty. To analyze the data, the researcher used Microsoft Excel to interpret it. The result came was
that 85% of respondents gets aware about the restaurant & café and its offerings, promotions through social media, and also 84%
of respondents could recognize (brand recall) the restaurant & café that are in Hyderabad. This result also shows that 63 out of 100
respondents gave their opinion that social media help in building brand association. Furthermore, to analyze the other 2 elements
(perceived quality & brand loyalty), researcher used Five Likert scale (strongly disagree to strongly agree) to analyze it. 44% of the
respondents were neutral that social media helps in perceiving quality or not, and 37% also answered when they were asked that
the quality of products & offerings are real which are shown in social media, that shows the result that perceived quality couldn’t
be concluded accurately that is social media helping it or not, because the average results shows neutral (neither disagree nor
disagree). Considering brand loyalty, 77% refer the pages of restaurant & cafes to their friends & family but 55% of respondents
said that they will still follow social media of the restaurant they follow the most if there would be a different restaurant with
similar content, which holds as an evidence for establishing brand loyalty through social media. So, the research results that social
media impacts brand association, brand loyalty and brand awareness (3 out of 4 elements of brand equity). Further research could
be done perceived quality and on content on social media, also on different category of business or different region or large sample
size.

Keywords: Restaurant, café, social media, brand equity

Introduction brand and it gives the marketers an opportunity to capture its

Branding is the use of a name, term, symbol or design or a loyal customers (Rana Babac; 2011) [31] quoted (Keller, 2005;
combination of these two identities of a product; it includes nor back, 2005).
use of brand names, trademarks, and practically all other There are many advantages to a brand: it gives the brand to
means of product identification (Rita N. Schulz 2012) quoting secure a reputation of its brand, to increase its sales, also to
(Kotler P, et al., 2003). There are different and various involve its consumers in creation process of brand, awareness
branding strategies, activities, and tools that helps a brand to about brand, and also providing brand associations and
deliver its message to its customers and stakeholders. increase loyalty to a brand for a consumer. The investigation
Social Media has become an important media vehicle to build of the relationship between brand equity and social media
brand equity. It is used to make awareness of a brand, to build extends brand equity research to 21st century (Rana Babac;
associations for brand, to perceive quality of their 2011) [31] quoting (Aaker, 1991; Keller, 1993; Yoo & Donthu,
products/services and to increase loyalty of a brand, and it is 2001). In discovering the outcomes that may achieved by
used by local and international firms. Nowadays well using social media to build brand equity for the restaurants &
recognized brands make it easier for you to select a brand cafes, this study carries the literature and knowledge of brand
which is an indication of quality. A certain level of quality & management and social media & its marketing in business
satisfaction is guaranteed to the one who is familiar with a environment. And by doing so, the objective of this research
175 
 
 
International Journal of Multidisciplinary Research and Development 

study is to increase the knowledge between of the relationship would fill the gap of using social media as a marketing tool to
between social media and using it for brand equity. As we are build brand equity. And the researcher believes that the
in the era of digital world, social media is a part of digital positive results of this study would develop the market.
media and is widely recognized & adopted as a marketing tool
in various platforms, the researcher in this study attempts to Scope of the Study
make an effort that how this communication channel (social The research domain is marketing and scope is social media.
media) that can leverage the restaurant & cafes of Hyderabad Basically this study is conducted to analyze that what is the
on building brand equity. importance of using social media to build equity for a brand.
The study was conducted on restaurants & cafes that are in
Research Objectives Hyderabad, and 4 restaurants & café were considered and
 To discover the importance of social media to help in equal proportion of respondents were chosen from the
building brand equity. following 4 restaurants & café:
 To discover the importance of social media tor all the  La Moosh
elements that are of Brand Equity. These elements  De Gravity
include: Brand awareness, perceived quality, brand  BBQ Tonight
association and brand loyalty.  Royal Taj
 To identify which particular elements gets benefits with
the use of social media. This study was conducted in the year 2015.
 To discover which element of brand equity gets the most General Purpose: To find out the impact of using social
benefits with the use of social media. media on brand equity
Locale of the Study: Hyderabad Restaurant & Cafes
Research Questions Period of the Study: Year 2015
Q.1: Does Social Media benefits restaurant & cafes in Brand
Awareness? Limitations of the Study
Q.2: Does Social Media supports restaurant & cafes to build Our research was focused on social media as being a new and
positive Brand Associations? important tool for marketing to build brand equity for the
Q.3: Does Social Media assist customer in Perceiving restaurants & cafes in Hyderabad. The research was carefully
Quality? prepared and each and every element of brand equity was
Q.4: Does Social Media help building Brand Loyalty? critically analyzed through questionnaire survey design, and
this research draws out positive and negative conclusion both.
Significance of the Study But the researcher is still aware of its limitations. The first
The significance of the study is to fill the gap in the market of limitation of this research is that the research was conducted in
Hyderabad that if social media is benefiting brands (restaurant short time, time constraint was one of the big issue and the
& café) of Hyderabad or not. The domain of our study is researcher believes that 4-6 weeks are net enough to observe
marketing & scope is social media. As we are aware of the with full in depth impact of using social media on brand
current market that Hyderabad is developing and new equity, it would bring more accurately constructive result if it
entrepreneurs are coming with different ideas of marketing was done in a longer time.
which could benefit brands, the most of all is social media. In Secondly, the limited numbers of respondents were also a
Hyderabad there was only one advertising & social media limitation, the sample size was 100.
agency, but in the initial stage of 2015, another agency came And results can’t be generalized to wider population or other
up with the same service. This tells us that social media is an restaurants in and out of Hyderabad. Third, the results may
effective and efficient tool that is benefiting brands in vary if this study is conducted in different city or country,
Hyderabad, and restaurant & café is a good category to because it could change depending upon the number of
acquire. So, this study will tell us that if social media is respondents and their demographics & behavior. Fourth
benefiting restaurants & café in building brand equity or not. limitation is that the study was limited to only one industry,
This study would help the marketers regarding the benefits of which is restaurant & café, and therefore further researcher
using social media, this study would tell them that with social can be done on other industries which could result into
media their clients (brands) would increase brand awareness, different result.
build positive/negative associations for a brand, and increase
loyalty of a brand for its customers & to develop perception of Literature Review & Theoretical Framework
its quality. This study would provide the information about Mirza Ashfaq Ahmed, Zahra Zahid (2014) [36] in Pakistan
how to benefit brand equity elements with the help of social conducted a research in order to observe the impact of using
media. Furthermore, the results of this study would also give social media marketing on brand equity & customer relation
meaningful information to the future restaurants & cafes that management of purchase intentions. This study was conducted
are planning to come in Hyderabad. And if it is positive, it from the respondents living in the area of Gujranwala,
would benefit the marketers, in terms of opening up agencies Wazirabad and Gujrat. The technique was used in this
that would provide this service, create knowledge and research was structural equation modeling. Moreover, this
education about it, increase job opportunities and economy of survey was accompanied from users & nonusers of social
town, also the positive outcome of this study would create an networks so the results should be more intensive. Structure
interest in opening up their franchise/outlet or new restaurants equation modeling was used to find out the impact of social
in Hyderabad. There has not been done any research up till media on purchase intentions. Findings of study revealed that
now; according to researchers knowledge, and thus study the purchase intention has the most significant intention in
176 
 
 
International Journal of Multidisciplinary Research and Development 

CRM. This research indicates that social media has a positive get themselves engage dramatically in the traditional
impact on CRM and brand equity. As far as research limitation marketing movements in order to get people known about the
is concerned, since the data was collected from the one Social Media pages and all other online advertisements. Based
particular industry in one country, there’s still a room for on these results, it is recommended that the most significant
further research before drawing the general conclusion. and appropriate platform of Social Media for CTSA to launch
Erfan Severi, Kwek Choon Ling & Amir Nasermoadeli (2014) the marketing campaigns is Twitter and Face book.
[4]
conducted a research on E-word of mouth in terms of social Rana Babac (2011) [31] conducted a research to research for
media’s impact on the brand equity. Emphasizing on accessing Halmstad University, Turkey. It was to examine the effect of
the roles of brand equity elements, i.e. brand association, using social media for brand equity on Turkey, which is a
brand awareness, loyalty of a brand and perceives quality in magazine brand. Adductive approach is employed, data was
facilitating the interrelation of electronic media in context of collected through 2 sources; primary sources and it includes
social media of brand equity. The sample size in the study was interviews and secondary sources, which includes databases,
330 from which 300 usable questionnaires were collected. websites. Interviews were conducted with the following:
Convenience sampling technique was used to select potential  Vogue Turkey Editor.
respondents. To measure all constructs, five-point Likert scale  Media Executive (Mindshare) that was responsible in
was selected. And the results show that there is indirect inter- determining media channels for Vogue.
relationship between brand equity & electronic word of  Vogue Account Manager (Digital Agency).
mouth. The findings also reveals that brand awareness is that  A specialist from Face book, basically a user specialist
element of brand equity which acts as a mediator between and his duties were to assist and help brands and agencies
brand association & E-word of mouth, brand loyalty is that in executing and implementing strategies on Face book.
element of brand equity which acts as a mediator between the Questionnaire was implemented by the researcher, and 400
brand image and electronic word of mouth, brand association sample size was invited for the online questionnaire so to
is that element of brand equity which acts as mediator between make sure that the respondents who fill the questionnaire were
the brand loyalty and electronic word of mouth, whereas exposed in real to activities on Vogue Turkey’s Face book
lastly, the element which acts as a mediator between perceived platform, and it was sent via Face books internal messaging
quality & electronic word of mouth is brand image. system. The results show that 96% would follow Vogue
Fereshteh Mansouri Moayyeda, Saeed Dehyadegarib and Turkey regardless of having the same content on another
Alireza Bakhshizadeh (2012) [11] in Tehran, Iran conducted a magazine, which proves that it is creating brand loyalty
research to identify the advertisement role to promote brand through social media. The results also shows that 96% would
equity through social networks. This study conducted a recommend it to their friends, also 93% of participant says that
research on the beverage industry (PepsiCo). They applied the they like to have relationship with Vogue Turkey on Face
inductive approach and implemented a questionnaire to book. Which results that the research shows that social media
collected data. The researcher opted for PepsiCo brand, a has opened a direct communication channel between Vogue &
renowned brand in the beverage industry. its audience, social media helps increasing magazine brand’s
The sample size was 385 and it was calculated through simple occurrence and have influence on the daily lives of the
sampling technique. To analyze the date, they were using audience? Result also tells that social media is facilitating
structural equations method and also certified factor analysis. audience of the magazine’s to promote the brand indirectly
The results show that by advertisement on social network, it with by using its content which helps to develop and manage
has a positive influence in this industry. By analyzing the relationship with audience of the brand.
results, this has been found out that there is positive Ligita Zailskaite-Jakste, Rita Kuvykaitė (2013) [18] conducted
relationship between social network advertisement and quality a research in Lithunia on how to build the brand equity
perception, brand loyalty, brand awareness and brand considering the communication in social media. Basically the
association (Brand Equity) when the level of significant is 1%. aim and objective of this study was to design the structural
Monica Ramsunder (2011) [27] in South Africa conducted the model for brand equity considering the communication in
research to identify that what is the impact of Social media Social Media. The qualitative as well as quantitative research
marketing on purchase decisions in the tyre industry. This methods were used in this study. When it came about the
study is on Continental Tyre South Africa (CTSA), a local tyre questions regarding Brand associations and consumer loyalty,
manufacturer who has a digital presence whereas there is no Five-score Likert scale was used in the questionnaire. SPSS
other tyre manufacturer who has a digital presence. Basically 15.0 for windows software was used to examine the statistical
the objective of the researcher was to identify that are the data. The research findings revealed that brand awareness is
South African tyre purchasers giving the positive concern to strongly built and the brand image is favorable only when the
Social media as an online research tool or not. The purpose communication in Social Media is managed properly,
behind it was to learn more about the Tyre brands. The effectively and efficiently.
targeted participants of the study were the consumers who İrem Eren Erdoğmuş, MesutÇiçek (2012) [13] conducted a
purchase two or more tyres simultaneously for their privately research in Turkey. It was to identify the effect on brand
owned vehicles. The research was conducted at two tyre loyalty of the customers with the help of social media
dealership in the city of Pretoria, South Africa. The sample marketing. İrem Eren Erdoğmuş, MesutÇiçek (2012) [13]
size of the study was 50. Among the fifty questionnaires quoted Read (2010) that, Turkey has the 5th place with an
which were distributed, only 40 of them were accurately average of 33.9 hours of the internet usage per visitor. This
completed that means the response rate was study was consisting on the customers who follow at least one
80%. The results revealed that Social Media had a positive brand in Turkey on social media. The data for this research
impact on purchase decisions. Moreover, CTSA will need to was collected through a structured questionnaire and the
177 
 
 
International Journal of Multidisciplinary Research and Development 

sample size of 338 people were selected through multiple business, with 80% indicating their efforts increased traffic to
regression analysis who have presence on social media and their websites, 72% of marketers are using social media in
follow at least a brand. There were 2 filter questions to make developing fans who are loyal, and to gain intelligence of
sure respondents qualified the research, one question was to market; 71% of marketers are using social media. 74% of
analyze that they use social media more than once in a week marketers who spend 40+ hours using social media per week
followed by a question that they follow one brand on social earn new business through their efforts, by spending as little as
media. The result shows that: 6 hours per week, over 66% of marketers see lead generation
 62% male & 38% female benefits with social media (Sam Kusinitz,
 Average Age: 26 2014-16 Stats That Prove Social Media Isn’t Just a Fad). And
 60% undergraduate or graduate level of education, according to this result, we can demonstrate that social media
whereas 42% were students. Also the results was has potential to benefit one’s business, either local or
analyzed by using SPSS 17.0 and it showed that loyalty of international, start up business or super successful business.
a brand of the customers is affected positively when the Which has given a room to the marketers who excel in social
brand: media marketing, and thus there are various social media
 Offers advantageous campaigns agencies who have local and multinational clients and they
 Give relevant content work on different interactive, creative, unconventional
 Also provides popular content strategies to build audience on their social media accounts and
 Appears on various platforms & offer applications on interact with customers, get feedback and share content of the
social media brand to build positive brand image and relationship with
customer. With this emerging field, new emerging jobs and
Manfred Bruhn, Verena Schoenmueller, Daniela B. Schafer opportunities have developed for marketers.
(2012) [20] in Switzerland conducted a research on social
media that is it replacing traditional media to create brand Brand Equity
equity. The purpose of this research was to identify the impact David A. Aaker - Managing Brand Equity (1991) says that a
on brand communication on brand equity through social media brand is a distinguishing name and/or symbol (such as logo,
as compared to other traditional media for marketing. trademark, or package design) planned to recognize the goods
Information or data was gathered from the three different and services of either one seller or a group of sellers, and to
industries, they were: differentiate those goods or services from those of
 Tourism competitors. Different scholars has defined brand equity in
 Telecommunication their perspective, but everyone concludes brand equity in one
 Pharmaceuticals simple word, i.e. creating value. The
Arpit Srivastava, 2011 quoting Philip Kotler defines brand
393 data sets were generated using online survey. In this equity, “Brand equity is the added value endowed on products
research, structural equation model was used to analyze the and services. It may be reflected in the way consumers think,
data from the results. The result says that social media feel, and act with respect to the brand, as well as in the prices,
marketing & traditional marketing have significant impact on market share, and profitability the brand commands for the
brand equity. Whereas traditional marketing has a significant firm.” (Brand equity is simply the value of the brand in the
impact on one of the element of brand equity, that is ‘Brand market, a strong brand has high brand equity. E.g.: Nike shoes
Awareness’ whereas the social media marketing have strong has brand value in the world, their products are available in
impact on building brand image. every continent, so their brand awareness is high and also the
As'ad, H. Abu-Rumman, Anas Y. Alhadid (2014) [1] customer loyalty, this means that they have high brand equity
conducted a study to examine the relationships between the has compare to Tracer shoes, who are available in local market
social media marketing dimensions on the brand equity. and have low brand equity.
Mobile service providers who were working in Jordanian Therefore, brand equity is the worth of a brand. A brand with
market (Zain, Umniah, and Orange) represented the strong brand equity have high competitive edge and easily
population of the study. A simple random sample was chosen. extend the product line and have high customer loyalty.
The electronic questionnaire was developed to collect the data Mirza Ashfaq Ahmed, Zahra Zahid (2011) quoting Babac,
from the sample. The number of responses was 360 and out of Andresso, (2011) the impact on brand equity through social
that, 320 responses questionnaire were accepted. Likert five media in four following ways:
scales was applied in asking the questionnaire questions.  Social media opens a new way of direct communication
SPSS software was used. The results also showed that there between brand and its audience
are a significant impact between the accessibility, and  Social media increases brand presence and awareness,
credibility on the brand equity which means that the hence influence the daily lives of the customers
Accessibility and Credibility affects the brand equity. The  Social media accelerates customer’s involvement in
results further indicated that the companies should focus on promoting brand indirectly through its content sharing
their social media marketing strategies. functionalities
Nowadays companies are promoting their products and  Social media helps in building relationship with its
services actively on social media and interacting with audience of a brand
customer. For entrepreneurs, social media marketing is the
most cost-effective and most convenient medium that must be Social media effects positively on user engagement/brand
taken advantage of. According to Hubspot, 92% of marketers engagement, word of mouth, brand awareness, purchase
agreed in 2014 that social media is important for their intention and satisfaction. It guides about brands product,
178 
 
 
International Journal of Multidisciplinary Research and Development 

services, achievements, future intentions etc., and through with their customers, and this interaction and communication
social media customers get information about their brands and is developing brand loyalty (Brand Equity).
products and through social media activities and campaigns, Brand equity is when differences in consumers responses, the
customers could be increased and customer loyalty could be difference are as a result of consumer’s knowledge about a
achieved with active engagement and content sharing about brand, it consist of feelings, thoughts, experiences, images,
the brand. Through user engagement on the Facebook (social beliefs, and then one get associated with a brand. And to do
media platform), it helps providing a substantial prospect to so, brands must create unique and strong brand associations
marketers, through user engagement tool, brands can with customers, just like Apple (innovation, creative), Harley
communicate directly with them and also have interaction Davidson (adventure), Coke (family, happiness)

Fig 1: David A. Aaker Keller - Brand Equity

In the brand equity model by David A. Aaker, there are 5 are asked that what comes to your mind when we tells
brand equity components: Brand Awareness you healthy and pure drinking water. Answer could be
1. Perceived Quality Nestle, Aquafina etc. This means the ability of recalling
2. Brand Association the brand. This case could be when consumer has to
3. Brand Loyalty recall a brand, or several brands, from memory in order
4. Other Brand Assets to make a decision.
This includes patents rights and intellectual rights of a brand,  Brand Recognition: It means that at extent to which
and it also includes relationship with trade partners. So the customer is able to identify a brand by its attributes. It is
more the propriety rights a brand has, the higher the brand’s most successful when the consumer can state a brand
competitive edge in the market. without being clearly exposed to the brand’s name, but
rather through visual/audio.
Brand Awareness
Brand Awareness is the ability of consumers to recall and Perceived Quality
recognize the brand when they are exposed to identify that Rana Babac (2011) [31] quoting (Aaker, 1991 pg.85) defines
brand through its brand name, logo, symbol and associations perceived quality, “consumer's perception of the overall
of that brand in mind. RanaBabac (2011) quoting Aaker quality or superiority of a brand - with respect to its intended
(1996), brand awareness is the brand strength in the mind of purpose- relative to its alternatives.” So perceived quality is
its target audience. The strength of any brand in its target consumer’s opinion of a product/service/brand’s ability to
audience is the brand awareness to recall the brand and fulfill his or her expectations. Further perceived quality can
recognize the brand that what it is and belongs to which be divided into two parts:
product category. There are two components of Brand  Intrinsic Attributes: Color, flavor, appearance of brand
Awareness, recall & recognition.  Extrinsic Attributes: Name, store, packaging of product
 Brand Recall: Brand recall means that the capability of & product features/information
recalling a brand in any situation. Say for example, if you

179 
 
 
International Journal of Multidisciplinary Research and Development 

Brand Association researcher. And through the secondary data the researcher
Brand associations are formed on the basis of would draw conclusion and result of the research questions.
Advertisements, word of mouth publicity, price at which the
brand is sold, Celebrity/big entity association and quality of Target Population & Sample Size
the product. Brand association are not the benefits, but are The population for this study belongs from Hyderabad, as the
images and symbols which are associated with brand. study is based on Hyderabad and the area & scope of study is
Let’s take an example of Nokia sound, Film Stars as with using social media for brand equity in restaurant & café in
“Lux”, signature tune Ting-ting-tading with Britannia, Blue Hyderabad. Population belongs to Hyderabad and the sample
color with Pepsi and many more, etc. Moreover Brand size was chosen as 100 and there were 4 restaurants that were
Association can also be created via the associations with selected, i.e. La Moosh, De Gravity, BBQ Tonight, RoyalTaj.
attitudes and attributes. Associations are basically not the According to Uma Sekran in research method for business 4th
reason-to-buy but it provides the differentiation which is not edition, roscoe (1975) proposed the rules of thumb for
replicable. For instance BMW is associated with determining sample size where sample size larger than 30 and
sophistication, fun driving and superior engineering. Most less than 500 are appropriate for most research. The
popular brand associations are with the owners of brand, such respondents were given a question to choose a restaurant they
as - Bill Gates and Microsoft. Erfan Severi & Kwek Choon follow the most on social media, and thus equal number of
Ling (2013) quoted Aaker (1991) who believes that brand respondents were chosen from each restaurants (25
association and brand equity are strongly interrelated to each respondents from each restaurant)
other because brand association enhances the memorable of a
particular brand. Furthermore, Erfan Severi & Kwek Choon Sampling Technique
Ling (2013) quoted Aaker (1996), brand association also acts The researchers implements non-probability sampling and
as an information collecting tool (van Osselaer & uses convenience & quota sampling in this research. By
Janiszewski, 2001) to execute brand extension and brand convenience sampling it means the process of including
differentiation. whoever happens to be available at the time & by quota
sampling it means the process whereby a researcher gathers
Brand Loyalty data from individual possessing identified characteristics and
Brand loyalty is extensively discussed in marketing literature quotas. This sampling technique was chosen because the
because it plays very significant role in marketing. Brand study was on social media and few filter questions were in the
loyalty is basically the tendency of the consumers to buy the survey through which the respondents were chosen only if
goods of the same brand rather than the competing brands. they are aware of social media, if they have account on social
Brand loyalty is the situation when the consumer purchases media and they follow any restaurant & café of Hyderabad on
the same product or acquire same service from a same brand social media. The quota was selected as 25 respondents from
repeatedly rather buying it from multiple/different companies each restaurant & café.
who provides that product or service. In other words, it can be
stated that it is the degree to which a consumer consistently Instrument
purchases the same product of a brand. OvidiuIoan, The instrument would be questionnaire for this research. It
MOISESCU (2006) quoting Aaker (1991) in his study would be formulated and filled out from the respondents. The
considers that “brand loyalty reflects how likely a customer questionnaire will have 3 qualifying questions:
will be to switch to another brand, especially when that brand  Are they familiar with Social Media?
makes a change in price, product features, communication, or  Do they have any account on social media platform?
distribution programs.  Do they follow any restaurant & café on Social Media?

Research Methodology If they answer this question as “NO”, then they will be asked
Research Design to exit the survey. The first section of the survey will consist
The research is an exploratory research. It is conducted of the demographic questions concerning gender, age,
because the problem is not clearly defined. The researchers occupation. The second section would be related to the
have an idea or have observed social media & brand equity respondents Internet usage behavior such as how often they
and seek to understand more about it. It helps to gain market use the internet, how long they stay online, and their purpose
insights about social media and the impact of using it on for Internet usage (Routledge, 2012) [33] quoting (Cobanoglu,
brand equity. To analyze the data, the researchers uses 2001). The third section will be consisting of questions
Microsoft Excel to interpret and analyze the data to draw out related to their social media presence on the Facebook page of
conclusions. their respective favorite restaurant. The fourth section will be
Data Collection Method consisting of to find the use of social media for building
The researchers have gathered primary data for the purpose of brand equity of restaurants & cafes in Hyderabad. In this
their research. For primary data, the researchers have section the participants will be asked to rate their level of
implemented survey questionnaire. Questionnaires are a good agreement with the statements using a fivepoint Likert scale
way to obtain information from a large number of people who response format (Ranging from strongly disagree to strongly
many not have the time to give an interview or take part in an agree). The final section of the questionnaire will ask
experiment. They enable people to take their time and fill out respondents about the impact of Social Media when choosing
the questionnaire depending upon their feeling and the restaurant or cafe. The target population of this study are
judgement. Respondents can state their feelings, views restaurant customers in selected restaurants, in Hyderabad,
without worrying about the outcome or reaction of the Pakistan. Furthermore, the researchers will use Microsoft
180 
 
 
International Journal of Multidisciplinary Research and Development 

Excel to drive the main values so as to accept or reject the social media platform they use. This was a multiple choice
research questions. question. All of our respondents (100) selected Face book,
resulting it to be the widely used social media platform. We
Data Analysis could draw out result that Face book has the highest
We took 100 sample size and quota was selected from each significance when it comes to usage and to use it as a
restaurant and its customer. There were 4 restaurants (La marketing tool, because of highest presence on this social
Moosh, De Gravity, Royal Taj, and BBQ Tonight) and 25 media. Furthermore, 94 respondents also chose WhatsApp
respondents were selected from each restaurant. We also gave and that results into the 2nd most used social media tool being
3 filter questions, which were: used from our respondents, followed up by Instagram, the
 Are you familiar with the word social media? world’s largest photo sharing app – it was selected by 72
 Have you any account on social media platform? respondents. Twitter was selected by 38 respondents,
 Do you follow any restaurant & café on social media? YouTube by 35 respondents and Snapchat by 34 respondents,
which is a new social media platform. MySpace was the
After giving answers to these questions, the respondents were platform on which the least respondents were having an
allowed to move ahead with the questionnaire, if not then account. i.e. 10 respondents. Others were LinkedIn, Google+,
they were requested to leave the questionnaire. For our Viber etc., elected by 13 respondents. The results indicate that
convenience, we selected 100 respondents who were filtered all of the respondents have chosen the option of Face book
out from these questions positively. that means that it is the most popular social network and has
To first get to know about the demographics of our an important role in building brand equity for restaurants &
respondents, the question was asked about the gender. From cafés in Hyderabad.
which, 61% of the respondents were male and 39% After analyzing the respondent’s internet usage, they were
respondents were female. So, we could also say that from the asked of the usage of social media in a day. 47% of the
total respondents, 61 were men and 39 were women. respondents are those who spend 1-5 hours on social
Continuing the demographics of our respondents, they were networking, and if we compare it to the internet usage of the
asked about their occupation. From 100 respondents, we came respondents, it was 46% who spent 1-5 hours on internet
across through our survey with the questionnaire that 60% of which draws out the result that social media is one of the most
the respondents were students, 25% were both (students and widely used platform used by the respondents when they are
working people, whereas 14% were the working people and exposed to the internet. Furthermore, in the Table 4.8 it is
the remaining 1% were none. The result revealed that the shown that 24% of the respondents spend 5-10 hours on
majority of the respondents were students. social media platforms, 18% of them spend 0-1 hour while
Following the demographics of our users, the question about 11% of the respondents spend more than 10 hours on social
their age was taken into consideration. Based on the results media. The majority of the time spent on social media by
we realized that 83% of the respondents were between 2130 most of the respondents is 1-5 hours.
age group, 9% of the respondents were in the age group of Considering the 3rd and last filter question from our
31-40 years, 6% of the respondents were between 15-20 respondents that they follow any restaurant & café of
years, while 2% of the respondents were of 40 years and Hyderabad on social media or not. Out of the 100
above. respondents, all of them follow the restaurant and café of
Moving into the next segmentation of respondents, they were Hyderabad on social media that means 100% of respondents
asked about their internet usage in a day (24 hours)? And follow restaurant and cafes on social media (e.g. Facebook
through this questionnaire we came across that 46% of the pages, Instagram) that are located in Hyderabad.
respondents uses 1-5 hours in a day, 21% of the respondents This question was based on identifying brand awareness of
uses the internet around 5-10 hours in a day, 17% of the restaurant & cafes with the help of social media. Brand
respondents uses the internet more than 10 hours in a day, and awareness is one of the element of brand equity, and this
16% of the respondents who use the internet less than one research helps to understand the outcomes of using social
hour. On the basis of these results, majority of the media tool for brand equity. It (Q.11) was a multiple question
respondents belongs to those who uses internet about 1-5 was a multiple choice question and 71 respondents chooses
hours a day. social media as being a tool to get aware about any restaurant
Through our convenience and quota sampling technique, all & café opening up in Hyderabad, which shows that social
of our respondents were aware of the word social media. This media helps in brand awareness of restaurant & café.
was our 1st filter question, in case of any respondent who Followed up with the results, 31 respondents out of 100
would choose no as their answer, they would be asked to choose friends & family by getting awareness of restaurant &
leave the questionnaire, but all of our respondents were café opening up in Hyderabad, and 17 choose outdoor media
familiar with the word social media which means that 100% as a tool for getting brand awareness. Further explained, it is
of the respondents were accustomed with the Social Media. clearly shown that 60% of respondents gets brand awareness
Followed up with our 2nd filter question, they were asked that with the help of social media which means that social media
whether they have any account on social media or not, all of is playing a significant role in making respondents aware
our respondents gave this answer positively, this means that about the opening of new restaurants and cafés in Hyderabad.
100% of the respondents have the account on the social media To get more accurate result about social media’s impact on
accounts like Facebook, Twitter, Instagram etc. brand awareness of restaurant & cafes in Hyderabad, this
This question was about the respondent’s existence on social question was to answer with yes or no that does social media
media platforms. We gave 7 most popular social media platform of restaurant & cafes in Hyderabad helps you to get
platforms, and respondents were asked to select that which informed about them & their upcoming offers, promotions?
181 
 
 
International Journal of Multidisciplinary Research and Development 

The result came with highest number in the positive side. don’t belong in Hyderabad, i.e. Positive Plate, Food Panda,
85% of the respondents said yes that it helps them getting Sultan Restaurant, IVY’s. The results of this question tells us
informed/aware about the upcoming offers, promotions and that the brand recognition of restaurant & café that are in
other information about the restaurant itself, whereas 15% Hyderabad is 84% positive. 84% of respondents could
said no to this question. By analyzing the result of this recognize restaurant & cafes that are in Hyderabad. But we
question and comparing it with Q.11, we could state that it still cannot say for sure that all these 84% correct brand
plays an important role in building brand awareness & recognitions are solely as a result of these brands’ advertising
awareness about offers, promotions of restaurant & cafes. on social media.
This was a prime question for the researcher as it gives them After brand awareness, the researcher designed a question in
the quota for the research which was required. Total 100 his questionnaire survey design to find out the impact of using
respondents were selected and 25 respondents choose each of social media on associations of brand. For that, respondents
the restaurant & café, i.e. 25 respondents for La Moosh, 25 were first asked to share their brand associations they have
respondent for De Gravity, 25 respondent for BBQ Tonight, about the restaurant & café they chose in Q.13. It was a
and 25 respondent for Royal Taj. multiple choice question. The result out of 100 respondents
After analyzing brand awareness, the researcher wanted to came as follows:
analyze impact of using social media on brand recall. To find  71 respondents association – Quality Food
out, the respondents were asked to choose a restaurant & café  50 respondents association – Ambiance
of which they visited their social media account recently  34 respondents association – Quality Time
(within a month). The total respondents were 100, of which  30 respondents association – Superior Class
27 of them visited La Moosh social media account recently,  29 respondents association – Fast food place
followed up by De Gravity which was chosen by 22  28 respondents association - Fast service
respondents, and 19 respondents selected BBQ Tonight, 15  20 respondents association – Happiness
respondents could recall Royal Taj, whereas 12% were unable Concluding the association of the respondent, quality food
to recall it, and 5% visited different restaurant & cafes, Pizza was the highest at 27% followed by ambiance at 19%, fast
places social media platform. And if we analyze the data by food place & quality time at 13% and 11% of superior class,
comparing it with the respondents who could recall and who 10% of fast service, 7% of happiness, and the remaining 2%
couldn’t, we could state that: was of atmosphere, reasonable etc.
 83% recalls a restaurant & café (La Moosh, De Gravity, In the previous question, the respondents were asked to
BBQ Tonight, Royal Taj) which they visited recently in a identify the associations they have with the restaurant they
month. follow the most on social media. After that question, the
 12% couldn’t recall any restaurant & café social media respondents were asked that how and which medium helps
platform which they visited recently. them to build these associations, as this question would
 Whereas 5% could recall other restaurant & café, Pizza answer the impact of using social media for brand association.
place social media platform – which is also a positive This was a multiple choice question, and the result was as
result if we consider brand recall of any brand through follows:
social media.  63 respondents choose social media as a tool for building
Further finding out about brand recall, the result was brand association
ambiguous and unclear. 54 out of 100 respondents could  40 respondents choose family & friends as a tool for
recall any promotional update, brand based update, product building brand association
update on social media account of restaurant & café which  14 respondents choose print media as a tool for building
they visited recently. Considering La Moosh, the respondents brand association
could recall Lunch Deal, Steak Offer, Panini Sandwich,  2 respondents choose outdoor media as a tool for building
Mother’s Day Cover, Ramadan Offer, Mexican Steak, Cine brand association
Moosh Movies Promotion etc. De Gravity respondents could  2 respondents choose others (by visiting) for building
recall 10% off deal, Dessert offer, New Year deal, Perfect brand association
Two etc. In the same way the respondents could recall Buffet
deal, BBQ promotional update of BBQ Tonight and Lebanese This result clearly shows that social media helps in building
food, Mother’s day discount of Royal Taj. But on the other brand association for restaurant & cafes in Hyderabad.
hand, there were 46% of respondents who were unable to This question of the questionnaire survey design is to find out
recall it. Thus, resulting brand recall neither in positive nor in the impact of using social media on perceived quality of
positive side because of low difference in the respondents. restaurant & café in Hyderabad. Is it helping the customers of
The 2nd most important element of brand awareness, brand these restaurants & cafes of Hyderabad in perceiving quality
recognition was taken in account in this question. In this of their product/brand or not. By analyzing the result of this
question the respondents were given 8 logos of restaurants & question, we are not able to draw conclusions that does social
cafes that belongs to Hyderabad and out of Hyderabad. And media is a tool that helps in perceiving quality of a brand or
the respondent were asked to identify the restaurants which not, because 44 respondents choose neutral, either agree or
belongs to Hyderabad. disagree, whereas 30 respondents gave positive answer
There were few respondents which chose wrong answers, i.e. (agree) about social media platform in perceiving quality of
choosing restaurants & cafes which don’t belong to products of restaurant & café. Moreover, 15% disagree to this
Hyderabad. 84% of respondents gave the right answer, i.e. La point and 6% strongly disagree. Furthermore, 5% strongly
Moosh, De Gravity, BBQ Tonight, Royal Taj, whereas 16% agree on social media that it helps in perceiving quality of
respondents choose wrong restaurant & cafes which actually products of restaurant & café.
182 
 
 
International Journal of Multidisciplinary Research and Development 

To analyze the result of social media impact on perceived who follows restaurant & café on social media gets
quality, the researchers came across with another question, information regarding the brand (restaurant & café), its
i.e. the products and offerings of any restaurant & café in products/services, offers promotions etc. Further explaining
one’s social media accounts are similar in reality? The result two core components of brand awareness, brand recall &
of this question was almost like previous one (Q.20), which recognition. This research couldn’t identify the total impact of
makes the situation tough to draw out conclusion that social social media on brand recall & recognition. Because, the
media helps in perceiving quality or not. 37 out of 100 result was of equal proportion and thus the significance of
respondents gave neutral as their answer whereas 35 out of social media on brand recall couldn’t be drawn from the
100 respondents agreed that social media helps perceiving questionnaire survey. Considering the other component, brand
quality of a product of restaurant & café in Hyderabad. If we recognition; the results were positive in terms of recognizing
calculate and conclude disagree & agree of this statement by the brand, as 84% of respondents recognized the brand
the respondents, then it would turn out to be 23 respondents correctly but the relationship between social media and brand
who disagree on this statement of perceiving quality through recognition couldn’t be identified.
social media, on the other hand 40 respondents agree on this
statement of perceiving quality through social media. Thus, Q.2: Does Social Media supports restaurant & cafes to build
the result of this question would not be 100% accurate as the positive Brand Associations?
maximum number of respondents couldn’t answer this or Ans: Yes, social media supports restaurant & cafes to build
were unaware of it or they agree & also not agree on this positive brand associations. Through our research, the
point. But after that the maximum number of respondents findings came positive for this research questions. As 63
agreed on it, so we could state that it does help in perceiving respondents (52%) mentioned that the brand associations of
quality. restaurant & cafes such as: Fast food place, ambiance, quality
To analyze the last element of brand equity, i.e. brand loyalty. food, superior class, happiness, quality time etc. are
The researcher came up with 2 questions to analyze and get to developed through social media. This tells that social media
know the impact of using social media to build brand loyalty. plays a vital role in creating brand associations.
As this question in the questionnaire survey design was to get
to know that does social media helps restaurant & café in Q.3: Does Social Media assets customer in Perceiving
building brand loyalty. And 77% of the respondents gave Quality?
favorable answer to this question as they agreed on referring Ans: Through this research and the survey instrument, this
restaurant & cafes social media pages to their friend, family result couldn’t be verified in terms of yes or no. The reason is
or colleagues. Whereas 23% didn’t agree on referring because most of the respondents selected neutral when they
restaurant & cafes social media platform to friends, family or were asked that whether social media helps them in
colleagues. perceiving quality, followed up by the respondents who
This question was to find out the impact of using social media agreed on the point that it helps in perceiving quality. In
for brand loyalty. The respondents were asked to consider the another question in the questionnaire survey, most of the
restaurant & café they follow the most (which they chose in respondents opted neutral when they were asked that the
Q.13) on social media, and if there would be different products and offerings of any restaurant & cafes in their
restaurant with similar content, would they follow it or not? social media account are similar in reality, followed up by the
55% of the respondents gave their answer that they would respondents who agreed on it. Thus, the result couldn’t be
keep following the same brand, 38% of the respondent were concluded neither in positive way nor in positive. The
confused and chose May be, whereas 7% of the loyal possible reasons for these results are discussed in the
respondents said no to this question. This shows as an recommendations.
evidence for establishing brand loyalty through social media.
But the 38% of the respondent couldn’t decide because of few Q.4: Does Social Media helps building Brand Loyalty?
reason; one important could be content of that restaurant & Ans: Through this research design and the survey instrument,
café on social media. it could be concluded that social media helps building brand
loyalty. The research results that social media create a loyalty
Conclusion & Recommendation in customers and a relationship as 77% of respondents have
Result referred the social media platforms of restaurant & cafes to
After analyzing the results from the questionnaire, the their friends, family or colleagues. This tells us that social
researcher came into the conclusion that using social media media helps creating customer relationship and loyalty. If we
for brand equity is not totally beneficial to increase brand compare the respondents when they are told that if they came
equity. The research draws the conclusion that few elements across a new restaurant with a similar content then would they
of brand equity are increasing with the help of social media. still follow it or not, and 55% mentioned yes, and 38% were
Further explaining all the elements, the research questions has confused. This gives the result that it plays a vital role on
been answered after analyzing the results: brand loyalty, but it also depends upon the content of a brand
which they follow and further research could be done on
Q.1: Does Social Media benefits restaurant & cafes in Brand importance of social media on creating brand loyalty.
Awareness?
Ans: Yes, social media benefits restaurant & cafes in brand Conclusion
awareness. According to the research, the users of social Concluding the research, this study tells us that social media
media get information regarding any upcoming restaurant & impacts only 3 elements of brand equity, i.e. brand awareness,
café opening up in Hyderabad and the users of social media brand association & brand loyalty. Whereas, the other
183 
 
 
International Journal of Multidisciplinary Research and Development 

element (perceived quality) has unclear and ambiguous result demonstrated in 3-d dimension (might be in future), so it
in this survey, the reason was that because there was only could alter or change the customers perception about the
difference of 8 respondents for the perceived quality question brands’ quality. Moreover we also think that it can be a
in the instrument. This study was conducted by three like- double edged sword as the perception or expectations will get
minded people, with like-minded interest & like-minded raised to an enormous extent after visualizing the product in
experience, and this study proves a significance result that 3D, giving a possible negative affect on the customer’s actual
social media, which is a part of digital media and is one of the experience with that particular brand. Hence, there’s an ample
new emerging marketing tool; it has very high importance to space for research in this field.
promote the brand and aware their audience about their The researcher would like to recommend them to conduct this
existence and promotions, which helps in creating research by considering a large sample size and of all the
associations for a brand (restaurant & café) through social restaurants & cafes in and out of town, also it can be
media, and also by sharing its content, information and conducted in other categories, e.g. FMCG, Automobile,
referring it to their friends & family creates loyalty and spread Telecommunication etc. This research would benefit them to
a positive word of mouth. Social media should be considered help them to draw more accurate conclusions.
and taken as an important & cost effective marketing tool to Talking about the significance of this research, this would
help brand build its equity. According to the researchers help the current & future
knowledge, such study in this industry is done being done in Marketing & social media agencies in Hyderabad; because it
Pakistan, and we are aware that social media is emerging and gives the knowledge & shows the importance of using social
with its emerging trend, it is being applied as a marketing tool media as a marketing tool for building brand equity. So the
for all the brands of all the categories, thus social media could researcher would recommend the marketeers to use this tool
help restaurants & cafes to build its awareness, and through as a primary and most important marketing tool and provide
social media they would get to know about the brand, about the services of social media marketing to restaurant & café in
its products/services, promotional deals etc. Other than that, Hyderabad. This would not only help increasing marketing
social media also helps in building brand loyalty with the help agencies, but it would also help
of active engagement & sharing page & referring it to their Hyderabad to develop and bring up different job opportunities
friends and families. Thus, the researcher would highly and decrease unemployment. Furthermore, the researcher
suggest the restaurants & cafes to use this tool to build brand would like to recommend the restaurant & café to use this
equity, and also the researcher would like to invite the future tool, as it is cost effective and helps clearly in brand
marketeers to open up social media agency in Hyderabad, awareness and building brand associations. So, in the end, the
which would give a prime reason to the current & upcoming researcher would like to recommend social media to use in
restaurants to use social media as their marketing tool. The marketing your product or service so it could create brand
researchers concludes this study as a study which not helped awareness, brand recall and build brand associations, also the
the researchers themselves to increase their knowledge about researches believes that after future research in this scope and
it, but also fill the gap that by using these untraditional, are is done, brand loyalty and perceived quality would also be
unconventional marketing tools in a town like, Hyderabad, it benefited from social media, and thus; brand equity.
does benefits the brand on a bigger picture by increasing its We have also come across some potential research areas in
brand equity. And because of this, the marketeers and which we could’ve conducted our research on. These areas
students would be fascinated with this unconventional & are beneficial for the upcoming researchers to know and grow
creative marketing tool and which would result into bringing familiarity with. They are:
different job opportunities in this field and also create in 1. Importance of quality content/content management on
house marketing department in restaurants & cafes. social media for building brand equity
2. Customer Relationship management on social media and
Recommendations its impact.
Concluding the research with recommendations, the 3. The scope of different industries in social media.
researcher would like to first recommend the future 4. Forecasting the digital world as per 3-d and 4-d world of
researches in this scope and area to conduct an extensive advertising.
research by giving more time on this research. The researcher 5. Social Media as a tool of building brand equity in Pakistan
suggests the future researcher to use online survey or contact on different industries
with the restaurant & café and then analyze the date through
online questionnaire by putting the questionnaire survey link Reference
on restaurant & café’s official social media platform, 1. As'ad H, Abu-Rumman, Anas Y Alhadid. The Impact of
E.g. Face book Page, Twitter Page etc. By using this, the Social Media Marketing on Brand Equity: An Empirical
results would be more accurate the audience will be filtered Study on Mobile Service Providers in Jordan Link, 2014.
automatically by getting the audience who are exposed to http://sibresearch.org/uploads/2/7/9/9/2799227/riber_k14
social media and also are following restaurant & café, they -167_315-326.pdf
would then analyze the responses of the users of social media 2. Arpit Srivastava. Marketing Lessons for B-Schools, 2015.
and followers of restaurant & café that is it helping to build 3. Link:http://marketinglessons.in/2015/02/01/defining-
brand equity or not. As in this research, perceived quality brand-equity-philip-kotler-summary/
result couldn’t be identified accurately because of equal 4. Erfan Severi, KwekChoon Ling, Amir Nasermoadeli.
proportion of data (positive side & negative side). The Impacts of Electronic Word of Mouth on Brand Equity in
advertisements in today’s world are demonstrated in a 2-d the Context of Social Media, 2014.
dimension. Whereas if the same advertisement was
184 
 
 
International Journal of Multidisciplinary Research and Development 

5. Link:https://www.google.com.pk/url?sa=t&rct=j&q=&es 27. Monica Ramsunder. The Impact of Social Media

rc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCA Marketing On Purchase Decisions, In the Tyre Industry,
QFjAA&url=https%3A%2F%2Fptop.only.wip.la%3A443%2Fhttp%2Fwww.ccsenet.org%2Fjou 2011.
rnal%2Findex.php%2Fijbm%2Farticle%2Fdownload%2 28. Link:http://dspace.nmmu.ac.za:8080/xmlui/bitstream/han
F35786%2F21586&ei=DQMlVYPXJsvYU7y6gugE&us dle/10948/1637/MONICA%20RAMSUNDER.pdf?seque
g=AFQjCNESHzWAsxH4puow-inQUDz5Ekli1A nce=1
6. Erfan Severi, KwekChoon Ling. The Mediating Effects 29. OvidiuIoan Moisescu. A Conceptual Analysis of Brand
of Brand Association, 2013. Loyalty As Core Dimension of Brand Equity, 2006.
7. Brand Loyalty, Brand Image and Perceived Quality on 30. Link: http://core.ac.uk/download/pdf/12015571.pdf
Brand Equity 31. Rana Babac. Impact of Social-Media Use on Brand
8. Link:http://ccsenet.org/journal/index.php/ass/article/view Equity of Magazine Brands, 2011.
/25284/15724 32. Link: http://hh.diva-portal.org/smash/get/diva2:430935/
9. EURIB. European Institute For Brand Management Link: FULLTEXT01.pdf
10. http://www.eurib.org/fileadmin/user_upload/Documenten 33. Routledge (2012) –The Impact of Wi-Fi Service in
/PDF/Merkmeerwaarde_ENGELS/s_Brand_equity_mode Restaurants on Customers’ Likelihood of Return to a
l_by_Aaker_EN_.pdf Restaurant, Link:
11. Fereshteh Mansouri Moayyeda, Saeed Dehyadegarib, http://www.academia.edu/2218068/The_Impact_of_Wi-
Alireza Bakhshizadeh. The Role of Advertising through Fi_Service_in_Restaurants_on_Customers_Likelihood_o
Social Networks to Promote Brand Equity, 2012. f_Return_to_a_Restaurant
12. Link:http://www.growingscience.com/msl/Vol2/msl_201 34. Sam Kusinitz. Blog.Hubspot.com – 16 Stats That Prove
2_154.pdf Social Media Isn’t Just a Fad, 2014.
13. İrem Eren Erdoğmuş, Mesut Çiçek. The impact of social 35. Link:http://blog.hubspot.com/marketing/social-media-
media marketing on brand loyalty, 2012. roi-stats
14. Link:http://ac.els-cdn.com/S1877042812045818/1-s2.0- 36. SundusZahid, Ms. NaintaraSarfaraz Raja. Effect of
S1877042812045818main.pdf?_tid=a03c4536-dd57- Rebranding and Repositioning On Brand Equity
11e4-aa2700000aacb360&acdnat=1428433094_be605ae Considering Brand Loyalty as a Mediating Variable,
97b51f5dca6ba32e310b39b9d 2014.
15. Jayson Demers. Forbes.com – The Top 10 Benefits of 37. Link: http://iosrjournals.org/iosr-jbm/papers/Vol16-
Social Media Marketing, 2014. Link: issue1/Version-7/H016175863.pdf
http://www.forbes.com/sites/jaysondemers/2014/08/11/th 38. Searchengineland.com what is Social Media Marketing?
e-top-10-benefits-of-socialmedia-marketing/ 39. Link: http://searchengineland.com/guide/what-is-social-
16. Juhee Kang. Social media marketing in the hospitality media-marketing
industry: The role of benefits in increasing brand 40. Study.com – What is Brand Equity?
community participation and the impact of participation 41. Link: http://study.com/academy/lesson/what-is-brand-
on consumer trust and commitment toward hotel and equity-definition-componentsmeasurement.html
restaurant brands, 2011.
17. Link:http://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=
1384&context=etd
18. Ligita Zailskaite-Jakste, Rita Kuvykaitė. Communication
in Social Media for Brand Equity Building, 2013.
19. Link:http://www.ecoman.ktu.lt/index.php/Ekv/article/vie
w/4163v
20. Manfred Bruhn, Verena Schoenmueller, Daniela B
Schafer. Are social media replacing traditional media in
terms of brand equity creation? 2012.
21. Link:http://www.emeraldinsight.com/doi/pdfplus/10.110
8/01409171211255948
22. Meaning of Brand & Brand Equity, Shma, 2008.
23. Link:http://managementation.com/meaning-of-brand-
and-brand-equity/
24. Managing Brand Equity By David A. Aker Link:
https://books.google.com.pk/books?id=r_TSY5sxnO8C&
printsec=frontcover&dq=brand+equity&hl=en&sa=X&ei
=HshIVaWH4HU7AbriICQAg&ved=0CBoQ6AEwAA#
v=onepage&q=brand%20equity&f=false
25. MirzaAshfaq Ahmed, Zahra Zahid. Role of social media
marketing to enhance CRM and brand equity in terms of
purchase intention, 2014.
26. Link:http://www.ipublishing.co.in/ajmrvol1no1/volfour/
EIJMRS4044.pdf

185