The Impact of Social Media on Brand Equity : A Comparative Analysis of Consumer Perceptions and Engagement Strategies
Rana, Shohel (2024)
Rana, Shohel
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024053119060
https://urn.fi/URN:NBN:fi:amk-2024053119060
Tiivistelmä
This research attempted to analyse the complex but significant interconnectedness of the social media and brand equity capitalizing on the outcomes provided by the quality social media management to set the pace and scale of the industries that are competing every day. The report revealed that effective ways of integrating social media can boost the image, credibility and brand association of the companies. It can be used to create digital stores when managed along with physical outlets to facilitate the omnichannel customers’ experience with a brand. Yet, innovation, customer relationship management, data security, handling of consumers objections and guarding reputation or compliance are the social media management issues that must be considered too. The methodology that has been used in the research during the study is both relativism and positivism since the researcher has deliberately hoped to get subjective and experience views about truth as well as reality from different perspectives. Utilizing an inductive approach, the research process was based on secondary data, including empirical research studies, peer reviewed texts, papers, and publications. This allowed the researcher for the evaluation of thematic content analysis to be done. To assist the analysis, content analysis was used by thematically examining 15 peer-reviewed papers. Consequently, researchers were able to discover recurring themes and trends to create a complex picture of the topic of interest.Future research initiatives can bring about the insightful investigation of the social media effect on brand equity in the course of multidimensional segmentations i.e. demographics and geopolitics. Moreover, social media platforms and technology that are evolving and their role on the value of the brand should be explored which is of great importance for the marketer and practitioner on applying of quantitative and qualitative techniques alongside cross-country and cross-industry analysis. Besides, studies implemented using long-term approaches for tracking consumer behaviour and determining changes in social media usage trends are likely to produce essential findings about the long-term implications of social media management on a company’s cornerstone.