Influence of Social Media on Brand the perception among Consumers.

Registration ID: IJNRD_219965

Published ID: IJNRD2405023

: Click Here to Get

About Hard Copy and Transparent Peer Review Report

Santanu Tanti

Media, brand, literature, Social Web.

The erosion of brand authenticity and the increasing influence of empowered consumers on brand communications are two opposing tendencies that have plagued brand management in recent years. Traditional marketing communications are changing as a result of social media. The way customers shape traditional brand communications is changing over time. Previously, brand and marketing managers controlled and managed these messages. Whether this phenomenon has diminished marketers' authority over brand management has been brought up by social media platforms' quick rise in popularity in recent years. Understanding how consumer-generated online material affects brands in the social media age, as well as how company-created communication affects consumer views of those brands, is crucial. The past ten years have seen a significant upheaval in the media due to the increasing significance of social media platforms. According to recent figures, more than two billion four hundred thousand individuals, or 34% of the world's population, have access to the Internet. Additionally, one in seven individuals worldwide have a Facebook profile, and almost four of five Internet users browse social media websites. Communication managers must understand online customer behaviour given the global increase in Internet and social media users. With time, consumers are moving away from traditional media like television, radio, and periodicals and towards social media sites for informational purposes. With the introduction of social media, traditional one-way communication gave way to multifaceted, two-way, peer-to-peer communication. Social media platforms provide consumers with the chance to engage with other consumers, creating a situation where businesses are no longer the exclusive means of communicating about their brands. In our advanced technological age, traditional marketing communications are evolving with time due to the Social Web. Consumers are now gradually shaping brand messages, which were previously planned and overseen by brand marketing professionals. To comprehend the impact of social media on brands and brand management, academics have been concentrating on the field of social media communication for several years. They have studied pertinent subjects including electronic word-of-mouth (EWOM). However, little is known about how user-generated and firm-created social media communication affects consumer behavior and brand perceptions, despite the rise in empirical studies on the subject of social media. This is fundamentally important because the firm controls one type of communication. However, the other is not under the company's authority. Our goal is to close this gap by examining how social media communication provided by the company affects purchase intention (PI), brand equity (BE), and brand attitude (BA). Since user-generated and firm-created social media communication differ in their social media strategy, there is a second gap in the empirical research that has been found thus far. This gap concerns the examination of the effects of these two types of communication concerning industry-specific differences. Although social media communication has received a lot of attention in the literature up to this point, no study has distinguished between how social media communication affects brand equity and brand attitude while accounting for variations between industries. The necessity to do so is reported in this study. A key component of brand equity is customer brand perception, which makes it a vital component of practically any marketing plan. Analyzing the growing effect on a consumer's perception of a brand would be made simpler by having a better understanding of the fundamental cognitive principles. The concept of brand perception is broad and encompasses a multitude of associated study components, including brand knowledge and memory structures. According to research, social media branding can directly improve a company's perceived equity and image (Ng & Houston).

Published Paper   E-Certificate

Santanu Tanti (May-2024). Influence of Social Media on Brand the perception among Consumers.. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(5), a224-a238. https://ijnrd.org/papers/IJNRD2405023.pdf

Volume 9 Issue 5, May-2024

Pages : a224-a238

Paper Reg. ID: IJNRD_219965

Published Paper Id: IJNRD2405023

Research Area: Social Science and Humanities 

Author Type: Indian Author

Country: kolkata, west bengal, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2405023.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2405023

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

UGC CARE JOURNAL PUBLICATION | ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International UGC CARE JOURNAL PUBLICATION, Low Cost, Scholarly Open Access, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave | IJNRD.ORG | IJNRD.COM | IJPUB.ORG

© 2026 - Authors hold the copyright of this article. This work is licensed under a Creative Commons Attribution 4.0 International License. and The Open Definition. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0). 🛡️ Disclaimer: The content, data, and findings in this article are based on the authors’ research and have been peer-reviewed for academic purposes only. Readers are advised to verify all information before practical or commercial use. The journal and its editorial board are not liable for any errors, losses, or consequences arising from its use.

Call For Paper - Volume 11 | Issue 4 | April 2026

IJNRD is a Scholarly Open Access, Peer-Reviewed, Refereed, and UGC CARE Journal Publication with a High Impact Factor of 8.76 (calculated by Google Scholar & Semantic Scholar | AI-Powered Research Tool). It is a Multidisciplinary, Monthly, Low-Cost, and Transparent Peer Review Journal Publication that adheres to the New UGC CARE Transparent Peer-Reviewed Journal Policy and aligns with Scopus Journal Publication standards to ensure the highest level of research quality and credibility.

IJNRD offers comprehensive Journal Publication Services including indexing in all major databases and metadata repositories, Digital Object Identifier (Crossref DOI) assignment for each published article with additional fees, citation generation tools, and full Open Access visibility to enhance global research reach and citation impact.

The INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to advance applied, theoretical, and experimental research across diverse academic and professional fields. The journal promotes global knowledge exchange among researchers, developers, academicians, engineers, and practitioners, serving as a trusted platform for innovative, peer-reviewed journal publication and scientific collaboration.

Indexing Coverage: Google Scholar, SSRN, ResearcherID-Publons, Semantic Scholar (AI-Powered Research Tool), Microsoft Academic, Academia.edu, arXiv.org, ResearchGate, CiteSeerX, ResearcherID (Thomson Reuters), Mendeley, DocStoc, ISSUU, Scribd, and many other recognized academic repositories.

Transparent Peer Review Journal Publication: IJNRD operates a strict double-blind peer review system managed by 3000+ expert reviewers, ensuring ethical, unbiased, and high-quality review for every research paper.

For Indian Authors : Get a transparent peer review report from Scholar9.com for just ₹1000. View Sample Report

For Foreign Authors : A detailed peer review report is available through Scholar9.com for $20 USD. View Sample Report

Transparent Peer Review Journal Publication

⭐ Transparent Peer Review | 🕵️‍♂️ Double-Blind | 👨‍🏫 3000+ Expert Reviewers | 🇮🇳 Report for India Author ₹1000 | 🌐 Report for Foreign Author $20 | 📄 Sample Reports on Scholar9.com | 🌍 High Credibility | ⚖️ Ethical & Unbiased Evaluation

How to submit the paper?

By Our website

Click Here to Submit Paper Online

By Mail

Send your paper to editor@ijnrd.org

Recently, the UGC discontinued the UGC-CARE Journal List and introduced new parameters that allow publication in Transparent Peer-Reviewed (Refereed) Journals. IJNRD is Transparent Peer Review Journal Valid As per New UGC Notification.

You can now publish your research paper in IJNRD.ORG. IJNRD is a Transparent Peer-Reviewed Open Access (Refereed Journal), UGC and UGC CARE Approved, Crossref DOI, Multidisciplinary, Impact Factor calculate by Google Scholar. As an International, open-access, and online journal, Publishing with us ensures wider reach, academic credibility, and enhanced recognition for your work.

For more details, refer to the official notice: UGC Public Notice

⭐ Low Cost ₹1570 | 📚 UGC CARE Approved | 🔍 Peer-Reviewed | 🌐 Open Access | 🔗 Crossref DOI & Global Indexing | 📊 Google Scholar Impact Factor | 🧪 Multidisciplinary

Submit Paper Online  Call for Paper  About IJNRD UGC CARE Approval

Important Dates for Current issue

Paper Submission Open For: April 2026

Current Issue: Volume 11 | Issue 4 | April 2026

Impact Factor: 8.76

Last Date for Paper Submission: Till 30-Apr-2026

Notification of Review Result: Transparent peer review process - your paper is evaluated by experts, and you receive acceptance or rejection updates via email and SMS.

Publication of Paper: Once all documents are submitted, your paper is published without delay, and you can instantly download your certificate and confirmation letter online.

Frequency: Monthly (12 issue Annually).

Journal Type: IJNRD is an international open-access journal offering Low Cost Journal Publication, transparent Peer Review Journal Publication, Crossref DOI, and multidisciplinary research visibility under UGC CARE Approved Journal Publication.

Subject Category: Research Area

Approval, Licenses and Indexing: More Details

Call For Paper - Volume 11 | Issue 4 | April 2026

IJNRD.org offers low-cost journal publication starting at ₹1570 with UGC CARE Approved, refereed, peer-reviewed, open-access publishing. This multidisciplinary monthly journal, available in both online and print formats, features a strong Google Scholar-based impact factor of 8.76, Transparent Peer Review, CrossRef DOI, global indexing, fast publication, and complete metadata for maximum research visibility and citation impact across multidisciplinary domains.

Volume 11 | Issue 4 | April 2026 | IJNRD Transparent Peer Review Certificate | Submit Paper Online till 30-Apr-2026

⭐ UGC CARE Approved Refereed Journal | 🔍 Transparent Peer Review | 🌐 Open Access Publishing | 💰 Low-Cost ₹1570 | 🔗 CrossRef DOI & Global Indexing | 📊 Google Scholar Impact Factor 8.76 | 🧪 Multidisciplinary | Online & Print

Submit Paper Online