Impact of Social Media Usage on Brand Consciousness in Gen Y

Abstract

This study attempts to understand the impact of social media usage on brand consciousness. The sample selected for the study includes Gen Y (individuals falling within the age bracket of 25-40 years). A quantitative survey was conducted on a study sample of 211. All the survey responses were taken on close ended questions and responses were carefully recorded and analyzed using SPSS. The social media usage was measured using two dimensions, namely “Social Integration and Emotional Connection” (SIER), and “Integration into Social Routine” (ISR). Moreover, brand consciousness was measured using a 7 item “Brand sensitivity measure”. The study findings indicated that there exists a positive correlation among brand consciousness, social media usage, and SIEC. While a non-significant correlation exists between brand consciousness and ISR. Moreover, findings also revealed that there exists no significant group difference on brand consciousness based on gender. The study findings tend to have numerous practical and theoretical implications. For instance, the study results can help businesses design marketing policies and attract potential consumers.