BRAND PERFORMANCE AND IMPACT OF SOCIAL MEDIA ENGAGEMENT ACTIVITIES
DOI:
https://doi.org/10.29121/shodhkosh.v5.iICETDA24.2024.2499Keywords:
Social Media Engagement, Brand Performance, User Satisfaction, Feedback Analysis, Consumer BehaviorAbstract [English]
This research examines the correlation between users’ engagement with social media, their feedback mechanisms, and their overall satisfaction regarding the social media efficacy of three prominent brands: Myntra, Zomato, and BigBasket. A survey was administered to 44 participants, predominantly from urban locales, concentrating on their social media utilization patterns, brand interaction, and feedback mechanisms. The primary variables assessed encompassed the duration of social media usage, the platforms engaged, satisfaction with brand interaction, and the characteristics of feedback provided.
The findings revealed that individuals categorized as moderate social media users (2-3 hours per day) demonstrated elevated levels of satisfaction with brand performance, with 61% indicating either satisfaction or neutral perspectives, whereas heavy users (4+ hours) tended to express neutrality or dissatisfaction more frequently. Zomato and Myntra emerged as the most engaged brands, with 64% of participants interacting with Zomato and 54% with Myntra, in stark contrast to a mere 2% engagement for BigBasket.
Cross-tabulation analysis illustrated that positive feedback exhibited a robust correlation with increased satisfaction levels, as 58% of respondents providing feedback reported being either satisfied or very satisfied. Notably, neutral feedback or the absence of feedback was more prevalent among individuals with diminished satisfaction levels, thereby underscoring the significance of proactive consumer-brand interactions.
This investigation concludes that moderate engagement with social media and constructive feedback play a crucial role in fostering a positive perception of brands, while excessive exposure does not necessarily enhance satisfaction. Hence, brands ought to prioritize responsiveness, tailor content to individual preferences, and capitalize on promotional strategies to sustain and elevate consumer satisfaction on social media platforms.
References
Wheeler, A. (2013). Designing Bran d Identity | Alina Wheeler. Dbi5. https://www.designingbrandidentity.info
Types of Branding: When, Where & How To Use Them? (2022). GoVisually. https://doi.org/10.5210/fm.v16i9.3579
Grzesiak, M., & Jackson, D. (2015). E-BRANDING vs. TRADITIONAL BRANDING. 2–5.
THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR. INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT. 08. 1-5. https://doi.org/10.55041/IJSREM31648 DOI: https://doi.org/10.55041/IJSREM31648
Anjorin, K. F., Raji, M. A., & Olodo, H. B. (2024). The influence of social media marketing on consumer behavior in the retail industry: A comprehensive review. https://www.fepbl.com/index.php/ijmer/article/view/1123
Influence of social media advertisements on consumer’s buying behaviour: Empirical evidences from India. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4093828 DOI: https://doi.org/10.2139/ssrn.4093828
Social Media Marketing Initiatives and Brand Loyalty. Nepal Journal of Multidisciplinary Research. 7. 22-39. https://doi.org/10.3126/njmr.v7i1.65241 DOI: https://doi.org/10.3126/njmr.v7i1.65241
Scout, H. (n.d.). Customer Feedback: Why It’s Important + 7 Ways to Collect It. Help Scout. https://www.helpscout.com/blog/customer-feedback/
Severi, E. (2014). The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media. International Journal of Business and Management, 9(8), p84. https://doi.org/10.5539/ijbm.v9n8p84 DOI: https://doi.org/10.5539/ijbm.v9n8p84
Gehl, R. W. (2011). Ladders, Samurai, and Blue Collars: Personal Branding in Web 2.0. First Monday, 16(9). https://doi.org/10.5210/fm.v16i9.3579 DOI: https://doi.org/10.5210/fm.v16i9.3579
Yazdanifard, Assoc. Prof. Dr. R., & Ooi, J. (2015). The Review of Contemporary Branding Techniques That Can Influence Current Consumer Buying Behavior. Global Journal of Management and Business Research, 59–63.
Grzesiak, M., & Jackson, D. (2015). E-BRANDING vs. TRADITIONAL BRANDING. 2–5. DOI: https://doi.org/10.7862/rz.2015.mmr.56
Beveridge, C. (2022). The Complete Guide to Twitter Marketing in 2023. Social Media Marketing & Management Dashboard.
Barysevich, A. (2020). How Social Media Influence 71% Consumer Buying Decisions. https://www.searchenginewatch.com/2020/11/20/how-social-media influence-71-consumer buying-decisions/
The Impact of Customer Feedback on Your Growth. (2022). AlloReview. https://www.alloreview.com//blog-post/the-impact-of-customer-feedback-on-yourgrowth
Perzynska, K. (2022). Why Is Customer Feedback Important - The Complete Guide. https://doi.org/10.3390/su14031657 DOI: https://doi.org/10.3390/su14031657
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Om Singh
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
