Role of Consumer Engagement and Swarm Intelligence in Management of a Brand at Social Media

Abstract

The traditional media has its own place and will always be there but the revolution in marketing era will change the thinking of the society as a whole and the various communication channels will always be in flux. The ability to think collectively seeks cognitive architectures of collective intelligence which today from consumer's perspective is to become a human swarm with the use of social media. With the growth of social media, marketing companies need something more innovative to engage and interact with their customers. As the marketplace becomes noisier, with more products being introduced, fight is not just mindshare but share of attention. Various organizations have started exploring the power of such a large user membership to influence the online buyers at social media and are attempting to engage consumers with their brands, which will finally influence their brand image. The chapter explores the extent of consumer experience and engagement, how online consumers are engaged towards a specific brand. The methodology for study is empirical evidence through netnography, and result of this study is through correlation and regression model. Findings confirm the factors contributing to consumer engagement and swarm intelligence in management of a brand at social media.