Exploring the Relationship between Social Media Marketing and Consumer Brand Switching Decision

Abstract

The current study emphasized the correlation between consumer decisions and social media marketing (SMM) regarding switching brands within a certain sector. As per the study, social media advertising is the most important factor for firms to raise brand recognition. Businesses may efficiently encourage their items on online platforms while grabbing consumers' attention. To perform the study effectively, the author, in this case, included previous research in the literature review. The significance of brand switching, engagement, electronic word of mouth (e-WOM), and advertising is addressed in this study as it relates to SMM and customer-based brand-switching decisions. Online or social media platforms now play a critical role in determining customer views and preferences, giving businesses previously unheard-of chances to interact with their target market. The study sheds light on how these social media interactions impact customer brand loyalty and brand-switching decisions. The study, based on quantitative analysis of consumer and engagement metrics from social media to meet our goals, offers a more inclusive knowledge of the overall link amid the factors that were found. Findings show a favourable correlation between the activity of social media and loyalty to the brand among consumers. Social media users that interact with a brand more regularly have higher brand loyalty, lowering the likelihood of transferring brands. e-WOM also significantly impacts how people choose which brands to buy. Brand loyalty is considerably increased by positive e-WOM spread via social media platforms, and the chance of brand switching is decreased. Additionally, the study explores how different advertising formats and strategies alter consumer perceptions, which has influenced their brand loyalty and switching behaviour over the years. This is done on the topic of brand switching by customers. In conclusion, the current study offers important new perspectives on how social media marketing is developing and how it affects brand choice.