Negah Kamali; Roholah Hosseini; Mohamad Ahmadi
Abstract
Purpose: As competition increases in today's world, companies must strive to establish a strong brand name both in the market and in the minds of consumers. This study investigates the impact of social media advertising on the competitive position of the Daewoo brand. Given that Daewoo has received permission ...
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Purpose: As competition increases in today's world, companies must strive to establish a strong brand name both in the market and in the minds of consumers. This study investigates the impact of social media advertising on the competitive position of the Daewoo brand. Given that Daewoo has received permission to assemble and service its brand in Iran, and considering that popular companies such as Samsung and LG have exited the market, Iranian consumers can benefit from the high quality of this company's products, which will also create jobs for local workers and specialists. More effective advertising of this brand's products is will results in increased sales and contribute to the country's progress.Method: This research is applied in purpose, descriptive-survey in nature, quantitative in data type and field and library in method. The standard questionnaire is derived from the research article by Ashraf et al. 2019, achieving a Cronbach's alpha above 0.7. The statistical population is limited to Daewoo consumers who are active on Instagram, Daewoo website, and those who visit Daewoo dealerships in Iran. Given the large population size, a sample of 384 respondents was selected using Cochran’s formula. Data analysis was conducted using SPSS 26 software.Findings: The results showed that manufacturers of Daewoo products should prioritize loyalty and trust alongside customer satisfaction by fostering a long-term, mutually beneficial relationship, and that advertising on social networks significantly impacts the competitive position of the company's product brand.Conclusion: This research will be valuable for marketers and domestic sellers Daewoo products. It is also suggested that the company strengthen trust among customers through advertising on social networks.
