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Conceptual business effect model on the positive effect of firm generated problem solving content on social media and online brand equity
Research Business Model by Dr. Tali Rezun
This model is a general online business model, derived from observation and extant theories which may be adopted by small and medium-sized companies, (b) the model and its underlying theory provided general guidance for online support building brand equity and online business exposure, and (c) the model offers detailed support, general guidance, and an explanation of proposed processes to SMEs companies, though other industries may take alternate approaches when applying the model.
There are few available and proven business models available about online marketing in the fast-paced, quickly changing global online business environment. Many companies lack the knowledge to adapt and to support online business development (Ha, 2005). To address the problem, a business model was developed as part of doctorate dissertation (i.e. Company Generated Problem-Solving Content on Social Media (SM) and Online Brand Equity: Designing and Testing a Model for Its Effectiveness A dissertation submitted in partial fulfilment for the degree of Doctor of Business Administration) to help companies develop successful online marketing campaigns and to position their brands in existing new social media environment.
The results from testing the model showed positive results on higher brand equity and exposure and resulted in better business performance and overall recognition in the targeted region. This confirmation of the model is one of the major contributions of related study because it maps a possible path and process for other companies to follow and modify accordingly. The model is effective, is easy to use, and is suitable for use by other companies.
Keywords: Content Model, Business Online Model, Social Media Content, Online Brand Positioning Model