Η επίδραση της ψηφιακής διαφήμισης στην αξία του εμπορικού σήματος
On the effect of digital advertising on brand value
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Keywords
Digital advertising ; Social media advertising ; Brand equityAbstract
The purpose of this dissertation is to examine whether or not the value of brands is maintained through digital advertising. It has to be noted that emphasis is placed on social media advertising, as a fundamental component of digital advertising. For this purpose, to be accomplished, a primary questionnaire survey was conducted, in which a total of 200 Greek participants, originating from different regions across the country, participated. The questionnaire is focused on general questions on digital/ social media advertising, as well as on its effect on the four dimensions (brand awareness, brand associations, brand loyalty, and perceived brand quality) determining brand equity. The results of the survey show that the participants, as active users of the internet, and social media, do in their majority pay attention to the advertisements presented to them when they are active on the internet/ social media. This leads the majority of them to become interested in a particular brand, which in many cases they choose to follow or even sometimes proceeded to the purchase of these brands’ products. However, the participants seem to generally express a neutral position when it comes to the effect of digital/ social media advertising on brand equity. More specifically, they seem reluctant to agree that indeed digital/ social media advertising contribute in the development of a high brand equity.