Role of Social Media in Brand Building

Ing. Jannatul Ferdous

Master's thesis

Abstract:

In today's digital landscape, social media has become indispensable for businesses of all sizes, serving as a pivotal tool for marketing and brand building. This study delves into the multi-faceted role of social media in facilitating brand perception, consumer engagement, brand loyalty, and mitigating brand hate. Through quantitative research involving 197 participants, questionnaire data collection was employed via Google Forms distributed across various so-cial media platforms in some European countries and my home country Bangladesh. Utilizing SPSS v29 analyses including variance inflation factor, relaibility analysis, correlation, and regression were conducted. The study unveils the dynamics of online interactions between businesses and consumers, elucidating strategies that captivate audiences, enhance brand value, and drive sales. Notably, platforms such as Facebook, Twitter, Instagram, and LinkedIn emerge as pivotal advertising channels, enabling direct communication with customers for rapid feedback and seamless information sharing. Social media does more than just help businesses get seen and talked about. It also gives them a bunch of useful information they can use to make smart decisions. By keeping an eye on things like how many people like or share their posts and using tools that analyze what people are saying, businesses can understand their market better and make their branding and marketing strategies even better as time goes on.

Abstract:

In today's digital landscape, social media has become indispensable for businesses of all sizes, serving as a pivotal tool for marketing and brand building. This study delves into the multi-faceted role of social media in facilitating brand perception, consumer engagement, brand loyalty, and mitigating brand hate. Through quantitative research involving 197 participants, questionnaire data collection was employed via Google Forms distributed across various so-cial media platforms in some European countries and my home country Bangladesh. Utilizing SPSS v29 analyses including variance inflation factor, relaibility analysis, correlation, and regression were conducted. The study unveils the dynamics of online interactions between businesses and consumers, elucidating strategies that captivate audiences, enhance brand value, and drive sales. Notably, platforms such as Facebook, Twitter, Instagram, and LinkedIn emerge as pivotal advertising channels, enabling direct communication with customers for rapid feedback and seamless information sharing. Social media does more than just help businesses get seen and talked about. It also gives them a bunch of useful information they can use to make smart decisions. By keeping an eye on things like how many people like or share their posts and using tools that analyze what people are saying, businesses can understand their market better and make their branding and marketing strategies even better as time goes on.

Keywords

Brand perception, Consumer engagement, Social media, Brand loyalty, Authentic Brand, UGC, Brand hate.

Language used: English

Date on which the thesis was submitted / produced: 10. 5. 2024

Thesis defence

• Date of defence: 19. 6. 2024
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: doc. Ing. Pavla Marciánová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management