Social Media as a Marketing Tool in Developing Brand Equity for PTT Gasoline Stations

Abstract

The primary purpose of this study is to develop brand equity for PTT Philippines Corporation using Social Media as the marketing tool. The researcher studied the respondents’ assessment on the importance of the different brand equity aspects, particularly brand awareness, brand loyalty, customer service, and perceived quality. In this study, the functions of Social Media was discussed, and how does it help in developing brand equity for a particular brand. Based on the findings, motorists of PTT gas stations in Metro Manila have expressed that they prefer to refill in a gas station that gives them several loyalty discounts and programs. It is also essential for them to if a particular brand has established an excellent relationship with the community by conducting several corporate social responsibilities. Though not the significant factor, motorists still consider refilling up in a brand that has an extensive and robust presence in social media.