Impact of Social Media Marketing on Consumer Brand Engagement

Abstract

Today, mostly organizations are usmg social media marketing techniques to capture more consumers' attentions. Social media marketing is highly dependent upon brand image; consumer buying behavior and brand positioning that directly and indirectly lead towards consumer brand engagement. Consumer brand engagement is in procedural of brand usage experience and involvement with brand category. Social media marketing feedback plays a vital role in context . of improving organizational products and services in market. The tool social media marketing is very helpful for organizations especially in context of increasing high competitive business edges in market. Type of this research method is quantitative in nature. Primary source of information is use for data collection. Limit of sample size is not more than 300 respondents who are availing the service of social media marketing which directly and indirectly impact in context of consumer brand engagement. Simple random sampling technique is use for data collection. Data is collected from consumers by using social media marketing techniques that are attracted from online companies products and services. These online marketing companies are Symbios.pk, Yayvo.com, Homeshopping.pk, Shophive.com, Kaymu.pk and Daraz.pk. SPSS software is use for analyze data. The main functionality of SPSS software is to practically apply demographic information about user, apply correlation analysis and multiple regression analysis models to know the actual value and worth of variables in this study. Key words: Brand image, consumer buying behavior, brand positioning, social medial marketing, consumer brand engagement, Brand usage experience and brand category.