Analysis of the Impact of Competitive Advertising on Brand Positioning via Social Media Platforms: A Comparative Study of Samsung and Apple on Twitter

Abstract

This study seeks to explore the impact of competitive advertising on brand positioning through social media platforms, focusing on a comparative analysis of the strategies used by Samsung and Apple on Twitter. The study investigates how these companies leverage the platform to enhance their market presence and the resultant effects on consumer perceptions and loyalty, applying a comparative methodology. The results demonstrate that competitive advertising is crucial in shaping consumer awareness and steering their preferences. The competitive advertising strategies used by Samsung and Apple significantly affect their market positioning. Additionally, active engagement with followers on social media aids in strengthening a positive brand image, thereby improving the brand’s overall reputation and market standing.