Assignment1.docx

For a business organization to be successful, they are required to implement various

marketing measures to push their products and services out to their customers. These measures

need to be taken to attract new customers as well as to retain already existing customers in their

organization. This means that the business organization needs to get the message of its core

values in addition to its products and services out in a clear, consistent, and condense manner to

its target audience. Companies and organizations often take multiple approaches to best get their

message out and optimize their market share. For most organizations, brand value is a popular

approach as it defines the business’s identity. Brand value tells people how unique a company is

compared to other businesses in the same industry. By ensuring the companies uniqueness

TikTok, and Instagram due to its ease of access and availability through desktops, laptops,

tablets, and cell phones. “Focusing on the brand attachment behavior of customers on online

platforms is necessary to determine the impact of the communication approach on the brand

value of the companies” (Arya, 2018). These platforms created a way for companies to get their

brand value communicated in a cost effective and efficient way using social media influencers,

influencers for short. “This user-generated content gains importance in the digital world because

it offers genuine and honest insight into the value of a product or service, and people are more

likely to trust and follow these recommendations compared to brand-generated communications”

(Djafarova, 2017). The reasoning behind this is usually since influencers can look, unbox, try,

review products live on their respective platform. “Describing a brand as a brand conception that

is still intangible in consumers' minds, while the brand functions as a function of differentiation

and identification and builds the formation of preferences and decision-making processes”

(Sutoyo, 2021). The influencer also has direct control to which companies they advertise for and

will usually advertise products that they would use themselves, increasing that organizations

brand value. In exchange, the influencer usually receives discounts, free products, or other form

of financial compensation. “Firms have already begun to recognize the power of user-generated

content and have engaged with people in writing positive recommendations for their brands on

they remain relevant. In the case of the music channel, Coke Studios, “It has received many

feedback and comments on its musical journey, which is a can be used to analyze the

Going forward in the research of brand value and communication, especially in the digital

marketing space, further assessments will be required for future research. More research is done

every year on the impact that influencers have on advertising. As more social media platforms

become available and as traditional mediums such as TV, radio, and print begin to disappear,

communicating your brand value will become a lot more versatile. Companies and organizations

will be able to have more control over what markets and demographics to target by selecting

influencers that better fit the organization’s values. Platforms such as Facebook allow a company

to define a list of parameters into a custom ad campaign and the platform will target certain

accounts based off those criteria. This model can easily be adapted to search for influencers that

hit those demographics already and reach out to the influencer directly, increasing the

organizations audience which in return will better secure their financial position and increase

their brand value.

References

insight from India. Corporate Communications: An International Journal.

This paper researched the relationship of consumers’ engagement on social media sites

and brand attachment behavior and brand communication. The study was conducted with

emojis as a significant moderator to gauge the reactions of consumers. The findings

showed the availability of emojis for a company during conversations or ads on a social

media site impacts very strongly with consumers.

This source was able to capture the engagement side of digital marketing on social media

and influencers. The use of emojis is commonplace in digital communication. When

people talk to their friends, emojis are used to show emotion and make expressing how

one feels simpler than with words.

profiles in influencing the purchase decisions of young female users. Computers in

Human Behavior 68:1–7.

This study focuses on the credibility of Instagram influencers and the effects of female

users. The study focused on users between the ages of 18-30 years of age and monitored

their purchase behavior. The findings ended up showing that buying power is based on

trust and will make the purchases based on trust which is based on their admiration of

their idols. Women were also proven to be more susceptible than men to social opinions

of online influencers.

In comparison to other sources, this one focuses on mainly how digital marketing effects

women. It would be more beneficial to see how digital marketing and utilizing

influencers influenced men’s purchases as well. However, it was good to have to prove

how effective influencers are in the digital marketing place.

The source was specifically used to see how influencers can shape a consumer’s mind

when making a purchase. As technology continues to grow, business is conducted more

and more online. Most people have some sort of social medial presence and get their

information from the internet. Utilizing social media to market products is a good

Studios, used integrated marketing communication with co-branding and brand values to

manage better customer experiences, satisfaction, and loyalty to help build good

relationships with end users. Coke-studios used communication methods to engage with

its community and grow its brand. In result, the channel became very popular amongst

the Indian community and has been very popular in Pakistan.

This source, in comparison to others, shows a specific example of how communication

and brand value can be beneficial when implemented properly in digital marketing. The

source showed to be useful when providing a specific case study in the current topics of

marketing.

The source was beneficial in the discussion to show a case specific example on how

current communication and messaging in brand value can be proven to be successful. By

communicating a brand value properly and engaging with the community, Coke Studios

was able to adapt to market changes and cater better to what the customers, in this case

audience, is looking for and what they want to see next. This allowed their platform to

take off and grow more popular over time and sustain longevity on a platform where the

algorithm is constantly changing.

Sutoyo, S., and Farhia, Y. 2021. The Synergy of Visual Communication and Sustainability as

Brand Value. IOP Conference Series. Earth and Environmental Science. 729.

approach to test the synergy between visual communications and brand value. The

how a message can be conveyed and that it is less likely to foster a positive and

sustainable effect.

This paper provides counter points to the digital marketing arguments as stated in its

conclusions. The paper put doubts in the readers mind on how effective digital marketing

and influencers are at communicating brand value for an organization.

Despite having a conclusion that using visual communications wasn’t enough to foster a

positive, sustainable effect on brand value and messaging, the paper did have points to

help prove that in digital marketing this may still be beneficial. A visual component to

communicating brand value is never enough to get your company’s values out. Having

influencers in the digital market space use the product and describe it in addition to

showing it will allow consumers to see what is going on with the product and service.

This will allow the customer to get a firm understanding to how the product or service

may be applicable to their day-to-day life.

Ye, G., Hudders, L. De Jans, S., De Veirman, M. 2021. The Value of Influencer Marketing for

Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising.

50:161-178.

This paper focuses on the impact that influencers have on the digital marketing space.

Influencers have been growing in the digital marketing space and the impacts that

hunt for the proper influencers that best fits the audience they are trying to capture.

This source, unlike other sources, focuses on the effectiveness of influencers. Influencers

are relatively new to marketing and are a very common way of advertising online.

Influencers range from YouTubers to podcast hosts to people who post frequently on

sites like Instagram.

messaging and brand value. Using influencers allows companies to directly see how their

products and services directly impact their target audiences by gaging responsiveness and

seeing how many people use their product. This source would show the positive impacts

that it has on the audience.