SOCIAL MEDIA AND ITS IMPACT ON THE BRANDING OF CITYFM89

Abstract

Purpose Social Media is a new age concept which has taken world by storm; companies are trying to promote products actively on social media and interact with customers. This research paper includes the findings of the research based on the hypothesis that Social media marketing has a positive impact brand image of CityFM89. Methodology CityFM89 is the only English radio channel currently operating in Pakistan. It is the part of the famous media group i.e. Dawn Media Group. This research paper highlights the increasing trends of social media marketing, how brands are being affected and what impact thesis tactics have on the brand awareness of the respected companies. CityFM89 is also operating multiple social media pages, but this research will only take into consideration facebook and twitter. A sample of 250 respondents was taken into consideration. All the questionnaires were filled out at an event of CityFM89, as the researcher himself was a part of station so it was easy to access people who listen to CityFM89. Findings It was concluded that social media is an effective tool for promotions and consumer awareness. There is a very immense positive effect on the branding of CityFM89 by the use of Social Media. It was also found that people participating in CityFM89 online campaigns start listening to it after the campaigns so online campaigns are increasing the listenership of CityFM89. Further Implications This research has proved to be significant in terms of providing knowledge for the Impact of social media on the Branding of CityFM89. However, it could be expanded by doing a study on other social media platforms.