IMPACT OF SOCIAL MEDIA MARKETING COMMUNICATION ON CONSUMERS' BRAND PERCEPTION

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.