Impact of Consumer Interaction in Social Networking Sites on Brand Perception

Abstract

In a couple of years, social networking sites playing a dramatic role by introducing different platforms where consumers are allowed to interact with brands in a strategic aspect. Social networking sites are difficult to do segmentation but they are giving maximum opportunities to marketers in enhancing improvement and interacting with consumers and brands in an effective aspect. Further, the social networking sites enable consumers to develop and make connections with each other in social aspect along with formulating social networking. The social media permit to develop and exchange content based on user generation. The main objective of this investigation is allied with respect to examining consumer interaction within the area of social networking Sites on brand perception.Research methodology used in this investigation is known as quantitative in situation.Research methodology main importance of quantitative research is always work through under strong consideration in context of survey research, practically apply cor relational research and experimental research to known the current impact of consumer’s interaction in social networking and brand perception as well. Primary source of information is used for data collection. The limit of sample size is 220 respondents,who are using internet facility and also influence from online shopping to fulfilled their needs and obligations. Online marketing companies are Symbiosis, Yayvo.com, Homeschooling, Comprehensive, and Daraz.pk.SPSS software is used for data analysing and derived statistical outcomes according to examining the current impact of consumer interaction in social networking sites on brand perception. The conclusion of this investigation is allied with consumers, the brand uses to interact via social media networking where both do communication and a win-win situation is created. Thus, when the consumer purchases the product, it helps to achieve the maximum satisfaction level. It is necessary for the company to understand customers’ needs and demands to generate profitability and brand loyalty. For enhancing organizational objectives, the consumers need to interact where they make connections with the brand.