Vietovės prekės ženklo kūrimo koncepcijų teorinės įžvalgos

Bakanauskas, Arvydas Petras; Gavėnas, Edvinas

doi:10.7220/mosr.1392.1142.2012.64.1

Cited by 1 publication

(3 citation statements)

References 5 publications

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“…Pei, Chakraborty and Sycara (Pei, Chakraborty and Sycara, 2015) presented the advantages and threats of social networks. According to Bakanauskas and Vanagienė (Bakanauskas, A.;Vanagienė, 2012), social networks have become so popular because 'people can anonymously meet others with the same fears, problems, or interests, check their beliefs, or find like-minded people by discussing various topics'. As a result, social networks have become very popular for promoting goods or services and for communicating with consumers or potential customers in a faster and more useful way.…”

Section: Branding Using Social Networkmentioning

confidence: 99%

“…Social networks are very popular because of their convenience and simplicity. According to Bakanauskas and Vanagienė (Bakanauskas, A.;Vanagienė, 2012), 'social networks are zones of comfortable, unrestricted communication that can be accessed from anywhere, anytime. These are usually bulletin boards, forums, event calendars, newsletters and anything else that allows users with similar interests to communicate publicly or anonymously'.…”

Section: Branding Using Social Networkmentioning

confidence: 99%

“…Recommendations from loyal customers attract new customers, which leads to sales growth'. (Bakanauskas, A.;Vanagienė, 2012).…”

Section: Branding Using Social Networkmentioning

confidence: 99%

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Brand Awareness and Promotion in Social Networks Based on the Example of a Lithuanian Supermarket Chain

Meidutė-Kavaliauskienė,

Činčikaitė

2022

ecrm

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With the rapid spread of technology, consumers spend most of their free time on computers, smartphones, and social networks. It is becoming increasingly difficult for businesses to reach the consumer directly, and more and more businesses are reorganizing all or part of the electronic space. This process was particularly evident during the COVID-19 pandemic. Merchants are discovering ever new ways to present their goods and services. Thus, the changing needs of the user also change the means of promotion. However, the question constantly arises, what factors influence one or another consumer's choice, what increases the brand awareness, how to promote it most effectively on social networks? We carried out a systematic and comparative analysis of the concepts published in the scientific literature, a study of the brand, brand awareness, brand promotion concepts, and factors increasing brand awareness. The article aims to identify the factors that increase brand awareness and, based on the results of the Eye-tracking system research, to make suggestions for increasing brand awareness on social networks. Research methods: a systematic and comparative analysis of concepts and methods published in the scientific literature, statistical processing, expert survey, research of the Eye-tracking system, multicriteria evaluation

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Section: Branding Using Social Networkmentioning

confidence: 99%

Section: Branding Using Social Networkmentioning

confidence: 99%