THE EFFECTS OF SOCIAL MEDIA MARKETING EFFORTS IN H&M BRAND ON BRAND EQUITY AND CONSUMER RESPONSE

Meidyani, Vivienne Thearesya (2024) THE EFFECTS OF SOCIAL MEDIA MARKETING EFFORTS IN H&M BRAND ON BRAND EQUITY AND CONSUMER RESPONSE. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This study examines the impact of social media marketing on the value of the H&M brand and how consumers react to it. The research employs a quantitative methodology to examine the influence of different elements of social media marketing, such as engagement, content relevance, and interactive communication, on H&M's brand equity. Brand equity covers consumer views, loyalty, and awareness. The investigation moreover investigates the impact of these heightened perceptions on consumer actions, encompassing their inclination to pay higher costs, general contentment, and brand favoritism. Information was gathered from 178 individuals that engage with H&M's social media channels. The investigation demonstrated that H&M's social media marketing endeavors play a substantial role in enhancing its brand equity through the promotion of heightened brand recognition, perceived excellence, and customer confidence. Moreover, the results suggest a significant and positive relationship between increasing brand value and enhanced consumer reactions, demonstrated by higher levels of customer contentment, heightened loyalty, and a greater inclination to endorse the brand to others. This research offers useful information for marketers aiming to utilize social media to establish robust, competitive brands and stimulate favorable consumer behaviors. This study emphasizes the significance of producing captivating, pertinent, and top-notch content that connects with consumers and motivates them to actively engage and share. This research enhances the overall discussion on digital marketing and brand management by examining the relationship between social media marketing efforts, brand equity, and consumer response. It provides practical suggestions for firms that want to succeed in the digital era.

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