Evaluating Brand Relationship Quality through Social Media Interaction

Zaibun Nisa,Saima Rafique,Mubashir Ali Khan,Shahzad Anjum

doi:10.46422/jhss.v9i2.81

Abstract

Social media (SM) usage has gained enormous popularity in recent times which has long lasting effects on people. There is a little research carried out within context of SM and brand relationship quality (BRQ). This study examined the influence of SM on consumer brand relationships among individuals who are active SM and brand users. Total 386 Survey questionnaires were disseminated to the sample population using simple random sampling method, of which 270 questionnaires were properly filled and were analyzed using SPSS program. Further the study revealed that SM is positively related to BRQ and showed significant results in context of our two hypotheses consumer engagement (p=0.000) and consumer purchase intention (p=0.000), whilst the third hypothesis of the study which is information showed insignificant results (p=0.168). The study contributes to research by recommending that BRQ can be further discussed extensively by using SM, keeping in mind different variables of the study.

Highlights

With the rise in use of social media (SM) the traditional marketing is replaced by two way communication between marketers and consumers
With rapidly changing technologies and advancements in digital media, Pakistan has been among those countries that are experiencing an increasing rise is SM usage in last few years
It was revealed in the findings that Pakistani internet users are more inclined towards SM engagement through different platforms and brands

Summary

Introduction

With the rise in use of social media (SM) the traditional marketing is replaced by two way communication between marketers and consumers. This has increased the control at the end of consumers who dictate the nature, reach and context of marketing messages, along with the extension of effect through shared content[1]. Marketers are adopting some strategies to reach consumers who use SM extensively, while emphasizing on competing for consumer’s SM attentiveness to drive customer engagement. SM provides a platform to the marketers where they can engage in two way communication with their existing as well as potential customers, at the same time providing deeper insights of consumer preferences and intentions quicker than ever. SM serves as an emerging and dominating digital communication system which has provided consumers to learn, share ideas and information, and interconnect with the brands they intend to purchase[2]

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Results

Conclusion