SIGNIFICANT IMPACT OF SOCIAL MEDIA BRANDING ON CONSUMERS

Abstract

From a very long time, marketers keep on researching for several techniques to develop, and maintain brand loyalty of their customers. It is one of the central themes for marketers. The most recent sources for the creating, developing and thereby maintaining brand loyalty is the social media marketing. The goal of this study is to identify the significant influence of social media branding on consumers, and considering the increasing attention of marketers and how the consumers respond to such social media market attempts. The scope of the study consists of consumers in Delhi – National Capital Region who follow at least few brands on the social media channels they frequently use to fetch information regarding their favorite brands. It also analyses the consumer perception of how the companies utilize the social media channels to achieve the consumer loyalty and brand recognition. The data were collected through various sources such as structured questionnaire. The sampling was narrowed down to 203 participants only. From the previous researches performed in the same domain, a few variables were identified and based on the current results, the analysis was performed along with the variables. The results of the research predict that majority of respondents love to interact with their favorite brands on their social media channels available across web & mobile domain. It further shows the growing influence of social media as a tool that leverages companies that may promote their brands by creating mass followers online. It also shows that brand loyalty of consumers is positively affected when the brand offers consumer centric campaigns, relevant content and markets its products on various social media platforms.