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Literature Review

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14 views2 pages

Literature Review

Uploaded by

anurag nirwan
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Literature review

Impact of social media on brand choice

keller argued that the social connections among consumers had influence on how brand
messages reach consumers, how consumers respond to such messages, and eventually how
firms should design their branding efforts. While the relevance of networks to branding was
not limited to the online environment, social media dramatically increased the reach and
visibility of consumer social networks and made it much easier to mobilize consumers. If
consumers tell a lot of stories around a brand through social media, this channel might be
the ‗best‘starting point for a branding campaign. Meanwhile, Sheth observed that being
present on social media may help a brand to build strong brand-customer relationships, also
inform and update their customers on the brands, however, just a presence on social media
was not a motivating factor to purchase products from that brand.

Further, Tsimonis and Dimitriadis indicates that why companies create brand pages for
brand building in social media, how they use them, what policies and strategies they
follow, and what outcomes do they expect. Studies on Social Media and Customer Brand
Engagement Social media brand engagement is essentially like a long-term relationship. As
soon as customers decide to engage with a brand on social media, they are actually putting
trust into brand to solve their problem. Applied the Use-and-Gratification theory to describe
the precedents and outcomes of brand engagement in social media, which improved its
credibility for investigating and analysing the consumer behaviors in social media context.

The author found a conceptual model for customer engagement with different brands on
social media and outcomes of engagement such as brand awareness. The results of the
investigation suggested that consumers had significant perceived differences between
brands that use social media purely to engage with consumers in direct relationship building
conversation and those brands which use social media for promotion and publicity. When
some brands achieved a strong and successful position in the social media space, then it
became essential that those brands not only maintain an attractive presence on social
media, but they must also interact directly with consumers and it should be two-way
communication, such as responding immediately to consumer-generated content. ‘ On the
other hand, Frady conducted study on students to measure personal connections with
brands on social media.

He conducted a study on hotels brand engagement on social media. Their results suggest
many opportunities for content engineering, such as informative characteristics should
combine with brand personality–related content that helps in maintaining future reach and
branding on the social media site. Customer engagement has become a necessity for any
brand on social media platforms. Now, social media has become fastest and quickest
methods for any brand to get customers ‘exposure and awareness.

It was predicted by Aaker that with the massive amount of new media that had developed
and that were likely to develop in near future, it was constantly becoming more problematic
and challenging task to create the brand awareness, and the real winner in the battle of
creating and raising brand awareness would be those who were able to communicate and
transfer their branding message through all media. Since a huge number of people were
already visiting social media, thus, presence of a brand name all over those networks could
help to inform people about it and become familiar with the firm, creating brand
awareness. The main objective of firm-created content on social media is to increase
consumers‘brand awareness as well as brand attitudes. Marketers are now using social
media content to create brand awareness and also to promote their brands among masses.

To sum up, one of the primary goals of new businesses is to raise brand awareness, and the
world of social media presents the perfect platform to achieve it. Studies on E-Word of
Mouth on Social Media The emergence of social media has developed variable
communication ways enabling consumers to connect, create, publish, share their contents
through media such as Facebook, Youtube, Twitter, Instagram, etc. Findings of the research
show that 19% of microblogs contain mention of a brand and out of the branding
microblogs, nearly 20% contain some expression of brand sentiments. He finds that positive
E-word of mouth which is generated by friends on social media platforms has a positive
effect on brand equity and brand attitude which in turn 49 influences the purchase intention
of the consumers. Social media interactivity leads to the increase of the credibility of e-
WOM because of high transparency of the information which causes higher credibility of
social media in comparison to traditional media.

Studies on Brand Choice and Purchase intension on social media with the rapid
development of information technology, global competition is increasingly furious and the
consumer-oriented market will be more complex and changeable, which has brought
unprecedented challenges to the survival and development of enterprises. Found that
consumers expressed greater liking for a brand and willingness to interact with that brand
on social media when brands showed their mere virtual presence. The success of a
campaign on social media leads to brand exposure and awareness among consumers which
generates viral effect on social media, this result in greater chances of a brand being chosen
by consumer. Studies show that being effective stimuli for repeated recall, social media
creates brand awareness and influences brand recognition, brand recall.

There is a research gap as there is dearth of published literature to study the effect of the
cues facilitated by social media - brand recall, brand recognition, customer engagement
and E-WOM on brand choice.

References
Sharma (2002),
keller (2009),
weber (2009),
stokes (2008) and miller et al (2009),
palmer nad koeing lewis (2009),
brown (2009),
Carlson (2010),
kichatov and mihajlovski (2010),
michaelidou et al. (2011)

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