The Influence of 'Free' Marketing Websites on the Brand Equity from the Perspective of Major Manufacturing Entities

Abstract

Technology and internet seems to control the processes of the business environment specifically through the last two decades. Now, most organizations are depending on technology and internet to reach to its goals and ambitions through focusing on online marketing with all its aspects and potentials. There are many types of online marketing among them is the idea of free marketing which an approach that is used to promote goods and services without any financial demands. Usually this type of marketing takes place through the social media websites and other websites that involves social interaction. The results of the study indicated that there is a positively significant influence of free marketing on brand equity also; free marketing appeared to be influential in a positive way not only for regular brands but also for luxurious brands as it helps the brand reaches for as many customers as possible. However, the study results noted that there appeared to be a good level of awareness of the importance of social media marketing among the sample of the study and the industrial sector in Jordan appeared to be reliable to a certain degree of the idea of free marketing through social media websites including (Facebook, twitter, Google+, instagram and LinkedIn).

Keywords: Online marketing, free marketing, brand equity, B2C business, Marketing Strategy