IMPACT OF COMMUNICATION VIA SOCIAL NETWORKS ON THE BRAND EQUILTY OF REAL ESTATE ENTERPRISES IN HANOI

  • Trần Thị Thịnh
  • Lê Thùy Hương

Abstract

In today's harsh competitive environment, branding is an important factor in attracting and retaining customers. Corporates often uses marketing communication tools including social networks to build their brand. The research was conducted to test the relationship between communication via social networks and the brand equity of real estate firms in Hanoi using quantitative research. The results confirm that the independent variables that measure social networks have positive impact on the brand equity of real estate companies among which independent interaction variables have the greatest impact while customized independent ones affects the least. Accordingly, the authors propose some solutions in the use of marketing communication via social networks to enhance the brand equilty of real estate businesses in Hanoi.

điểm /   đánh giá
Published
2019-07-10
Section
KINH TẾ-XÃ HỘI