Abstract
In 21st century, where the use of social media is growing day by day. Individuals prefer social media for personal and professional use. Corporations are also communicating with their customers through the social media. Which increase awareness about the product of a specific brand. That ultimately develops brand knowledge. The basic objective of this study is to explore the relationship between the social media brand communication and brand knowledge by considering brand image and brand awareness as mediators. This study is quantitative in nature so for the purpose of data collection we adopted questionnaire method. 200 questionnaires were distributed among the students of thebusinessdepartment. Data was tested through SPSS (Statistical Packages for the Social Science) as well as AMOS (Analysis Movement of Structure) Software. Findings of this research show there is apositive and significant relationship among social media brand communication and brand knowledge. Moreover, brand image and brand awareness have extensively mediated the relationship between social media brand communication and brand knowledge.
Highlights
Due to the web 2.0 telecommunications, organizations are adopting social media in order to endorse as well as to communicate information relevant to their brands
The essential goal of this study is to investigate the relationship stuck between social media brand communication, brand image, brand awareness over and above brand knowledge
The existing literature surrounded by social media brand communication, brand image, brand awareness as well as brand knowledge is empirically tested through hypothesis
Summary
Due to the web 2.0 telecommunications, organizations are adopting social media in order to endorse as well as to communicate information relevant to their brands. Customers can properly feedback to the organizations after getting theexperience of their products(Dessart, Veloutsou, & Morgan-Thomas, 2015) It relates to the CBBE model theory of Keller because by delivering the message to a mass audience at the same time its image will be developed, awareness will be created and at the end, brand equity will be increased. The companies have to identify the customer's trends as well as market situations with the intention of fulfilling their needs and create a separate image, provide the quality products, along with separate identification apart from its competitors In this way people will attract towards the brand and awareness will be enhanced. While the advertiser enhances the promotional efficiency than the basic reason behind it increasing the brand knowledge which directs to customer based brand equity. Put together the powerful and fascinating a brand is the first and foremost goal because the whole success depends upon it
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