The difference in public perception of the brand name Twitter in the old version and the new version

Muhammad Redzki Nurfadillah Mukhseni, Rendra Widyatama

Abstract


In March 2023, Elon Musk changed Twitter's logo to a white X symbol on a black background, replacing the old Twitter logo, which had been a blue bird image used for 17 years. This change sparked a debate, especially since people had become familiar with Twitter's old logo and had formed a connection with the social media platform through it. In marketing communication, the brand name reflects a company's identity and creates its own perception among the audience. Changes to the brand will also alter people's perceptions of the company. This research aims to uncover the audience's perception of the old and new Twitter brand images. The research uses a quantitative approach, where the researcher collected data through an online questionnaire involving 300 active Twitter users as respondents. Data analysis used the Paired t-Test statistical method to analyze differences in perception. The research results show that there is a significant difference in perception between the old and new versions of the Twitter brand name. This is evidenced by a p-value of 0.000. 

Full Text:

PDF

References


Aaker, D. A. (2016). Building Strong Brands. The Free Press.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Prentice Hall.

Aaker, D. A. (2013). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

Kapferer, J. N. (2018). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page.

Keller, K. L. (2018). Strategic brand management: Building, measuring, and managing brand equity. Pearson Prentice Hall.

Srinivasan, S., Anderson, R., & Ponnavolu, K. (2017). Trust-driven brand equity. Journal of Marketing, 81(1), 32-49

Morsing, M., & Schultz, M. (2016). Corporate branding in the post‐Enron era. Corporate Communications: An International Journal, 11(2), 162-181.

Newbold, P., Carlson, W. L., & Thorne, B. (2017). Statistics for Business and Economics. Pearson.

Daniel, W. W., & Cross, C. L. (2018). Biostatistics: A Foundation for Analysis in the Health Sciences. Wiley.

Moore, D. S., McCabe, G. P., & Craig, B. A. (2017). Introduction to the Practice of Statistics. W. H. Freeman.

Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta, CV.

Smith, A. N., Fischer, E., & Yongjian, C. (2016). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113.

Upshaw, L. B. (2016). A consumer-oriented framework for brand equity and loyalty. Journal of the Academy of Marketing Science, 23(3), 158-168.

Solomon, M. R. (2016). Consumer Behavior: Buying, Having, and Being. Pearson.

Kotler, P., & Armstrong, G. (2016). Principles of Marketing. Pearson.

Breakwell, G. M., Hammond, S., Fife-Schaw, C., & Smith, J. A. (2016). Research Methods in Psychology. SAGE Publications.

Mills, G. E., Durepos, G., & Wiebe, E. (2020). Encyclopedia of Case Study Research. SAGE Publications.

Fowler, F. J. (2013). Survey Research Methods. SAGE Publications.

Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, Phone, Mail, and Mixed-Mode Surveys: The Tailored Design Method. John Wiley & Sons.




DOI: https://doi.org/10.12928/sylection.v3i1.14017

Refbacks

  • There are currently no refbacks.


Contact person:
Mr. Thoyib +62 856 3015 058 
Mr. Resnery +62 852 7899 0181
Mrs. Tristanti +62 811 1773 473

Email:
muhammad.amali@comm.uad.ac.id