SOSİAL MEDİA VƏ VEB SAYT KANALLARININ BREND KAPİTALI AKTİVLƏRİNƏ TƏSİRİ: AZƏRBAYCAN NÜMUNƏSİ
THE EFFECT OF SOCIAL MEDIA AND WEBSITE CHANNELS ON BRAND EQUITY ASSETS: THE EXAMPLE OF AZERBAIJAN

Summary/Abstract: According to the requirements of the modern era, the use of digital platforms is widespread in the marketing activities of companies, as well as in the branding policy. The main reason for this is to provide accessibility to the target audience in the online environment. Each brand should define the digital channels preferred by its users and formulate a strategic plan to follow. Integrating brand values into the electronic sphere strengthens the relationship between firms and buyers. In terms of positioning as a successful brand in the mind of the consumer, the concept of brand equity is of particular importance. It includes elements of brand awareness, brand association, customer loyalty and perceived quality. In order for companies to reach their potential goals and produce effective results, the correct analysis of consumer behavior is extremely necessary. In order to take a look at such factors influencing decision-making in the consumption process, research work on the topic was carried out. In the course of the research, the study of the relationship between the selected digital channels, social media and the website with brand equity assets, and the importance of strengthening these relationships were studied. The variables in the direction of critical source research are explained in a conceptual framework. At the end of the research, recommendations were given to organizations and firms regarding the points to be considered in the implementation of digital marketing strategies that support brand equity.

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