Influence of Social Media on Brand the perception among Consumers.

Registration ID: IJNRD_219965

Published ID: IJNRD2405023

DOI: Click Here to Get

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

Downloads: 000121980

Research Area: Social Science and Humanities 

Country: kolkata, west bengal, India

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

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