A Systematic Literature Review on Key Elements of Branding Through Facebook

Abstract

Branding is defined as the process of which a company, an organisation a product or a service becomes identical with a set of values, aspirations or states. It promotes ubiquity, visibility, functions and emotional bond with customers. Branding can be communicated using a variety of media. Through Facebook, branding can be communicated across its visual and textual components. This study examines how Facebook components are used to communicate branding among selected universities.  Prior to analysing the components, the key elements of branding that were apt needed to be identified. To identify these, a systematic review on academic articles was conducted. This review was adapted from the Reporting Standards for Systematic Evidence Synthesis (ROSES) protocol. To conduct this review, 256 articles were collected from two databases. Two strategies which were selection and analysis were employed in choosing the most suitable articles and extracting the key elements. Selection was conducted to identify, screen and review all academic articles that were selected from Scopus and Google databases.  Once selection was done, analysis was then conducted. This was done to extract key elements of branding that became the unit of analysis in examining the ways of selected universities’ Facebook postings were employed in communicating branding.