Abstract:
Purpose of Study
This research was conducted to study the impact of social media communication on brand
perception. The study aims to inspect one of the most intriguing topics of present era human
psychology: how to socialize using social media.
Research Method/Sampling
The study was conducted using both the qualitative and the quantitative approaches. For
qualitative, an interview was conducted, results ofwhich were presented using the means-end
approach diagram.
For quantitative purposes, the survey questionnaire was conducted using a 5-point likert
scale. The brand perception was measured using 4 dimensions: Affective perception,
Functionalperception. Brand Reputation, and Brand Interaction via the social media.
Findings
The research proposed a model that can be used to study the perception consumers have
about a brand's social media communication and the messages that are shared by brand
marketers.
Practical Implications ofthe Research
The research will help marketers make scalable social media strategies and stay close to their
consumers. In this digital age, integrated marketing communication plays a key role in
determining the success of a product. This paper asserts that the most important aspect of
marketing on social media is to assess the human psychology and gather insights before
making digital marketing strategies for businesses.
