A Study on Social Media Activities on Brand Image and Emotional Attachment
R.Pavithra, Dr.M.Eswari
Brand Image, Emotional Attachment, Emotional Wellbeing, Social Media
Social Media plays a Powerful role in Promoting marketing activities and which aims in building the image of the brand. It became one of the greatest tool to influence the consumers in their buying decisions and increases the overall brand image. A Large Majority of people throughout the world own a smartphone and access social media on a daily basis. Because of this digital attachment, it became necessary to study to what extent the user’s have been influenced by social media and how emotionally they are attached to brands. This research is to examine the impact of social media activities on brand image and emotional attachment. The purpose of this study was to analyse the influence of social media on brand image and to identify the consumers emotional attachment with brands. It also studies about the overall emotional wellbeing of the users. The population of the research consists of the consumer’s who actively follow brands through social media platform such as Facebook, Instagram, Twitter, YouTube etc., The sample size chosen for this study is 200. In this Research Quantitative Method has been used and research data has been obtained through online Questionnaire consisting Likert Scale and Multiple-Choice Questions, which is shared on social media by applying Convenient Sampling Method. The obtained data was analysed with the result of the analysis we can able to understand social media marketing activities and its Impact on brand image and emotional attachment towards brand.
Article Details
Unique Paper ID: 155493

Publication Volume & Issue: Volume 9, Issue 1

Page(s): 1016 - 1022
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