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ABSTRACT

Social media has developed through numerous eras and times, it has been

characterized in different routes by distinctive creators, analysts and in addition the

scholarly world. Some contend that it originates from the early types of interpersonal

correspondence through email, while others singularly acknowledge it as the later

type of social cooperation on social media destinations. In spite of all the diverse

contentions that exist in regards to social media, surviving scholarly writing on the

theme is somewhat inadequate. That being said on the other hand, the point of brand

observations has been examined and inquired about top to bottom in both the

scholastic and corporate universes. The comprehension of brand observations has

been the wellspring of numerous open deliberations which has brought about an

abundance of writing to draw on for this exploration study.


INTRODUCTION

Researchers and brand managers have limited understanding of the effects social

media communication has on how consumers perceive brands. Millions of us use

social media to connect with friends, family, and random people around the world.

Indeed it is precisely this connectivity that makes social media an immensely powerful

tool if you want to grow and improve your brand image. So if you are new to the

concept of using social media to promote your business, how can you make it work

for you?

The rise and wide spread of Internet and the fast growing consumers’ digital media

use led companies occupied in different business sectors to think about a new way of

communication with customers (Cheong & Morrison, 2008). Among the fastest

growing online tools for reaching the consumers is the so called “social media”

(Trusov, Bucklin & Pauwels, 2009).Social media is becoming an important part in

peoples’ lives as can be seen from the recent marketing approaches done in that

sphere. The results from these approaches are astonishing. The world spends 110

billion minutes on social media networks and blog sites (Nielsen Company).They also

stated that the number of people who are visiting social media sites has increased by

24%over the last year. All these facts don’t even leave a doubt how fast is social

media emerging in business sector and peoples’ lives.

Social media represents the online content publicly created and available to end

users. It is becoming one of the main tools used to spread information among

customers. Blogs, social networking sites, content communities, virtual worlds or

collaborative projects all represent groups of people that create and share content
inside and outside of professional routines. For marketers this phenomenon is of high

interest as social media is becoming an important source of customer information

sharing, awareness, support and empowerment (Kaplan and Haenlein, 2010).

Consequently social media allows businesses to effectively and inexpensively

engage indirect client contact, reaching levels of efficiency undoubtedly higher than

any other traditional marketing communication tools (Berthon et al, 2008). There are

many evidences and example show companies use social media for more efficient

communication and better results. In 2010, Facebook has reported 400 million users

from which 1.5 million are business (Facebook, 2010).Marketers should therefore

become more and more aware of the importance of these platforms and the

information spread throughout them.

As social media is quite a new trend, still little research is available. Kaplan and

Haenlin (2010) do explain the importance of social media platforms and offer several

strategies of managing this phenomenon. These strategies, rather advisory in nature,

lack empirical support and thus leave room for future research

Social media has developed through numerous eras and times; it has been

characterized in different routes by distinctive creators, analysts and in addition the

scholarly world. Some contend that it originates from the early types of interpersonal

correspondence through email, while others singularly acknowledge it as the later

type of social cooperation on social media destinations. In spite of all the diverse

contentions that exist in regards to social media, surviving scholarly writing on the

theme is somewhat inadequate. That being said on the other hand, the point of brand

observations has been examined and inquired about top to bottom in both the

scholastic and corporate universes. The comprehension of brand observations has


been the wellspring of numerous open deliberations which has brought about an

abundance of writing to draw on for this exploration study.

Brand is the impression other people have of your products or services. Brand image

is a feeling or a reaction someone has when they see your logo or company slogan,

advertising or actual products. For example some car brands are associated with a

certain lifestyle, so when a middle-aged man purchases a sports car, he is not buying

the vehicle per se, but rather the idea that owning such a flash car will boost his sex

appeal and make him more attractive to the ladies. Hopefully reaction to your brand

image is positive, but sometimes you may find your brand image is not necessarily

the impression you want your customers to have.

People use social media to chat, exchange opinions and talk about everything and

anything. Invariably shopping is a popular topic and it is very common for users to

offer opinions on products they buy or share their experiences with other users. This

of course affects a brand greatly and it is not difficult to see how a few negative

stories can soon spread like wildfire across sites such as Twitter and Facebook, thus

negatively affecting brand and reputation.

Social media has developed through numerous eras and times; it has been

characterized in different routes by distinctive creators, analysts and in addition the

scholarly world. Some contend that it originates from the early types of interpersonal

correspondence through email, while others singularly acknowledge it as the later

type of social cooperation on social media destinations. In spite of all the diverse

contentions that exist in regards to social media, surviving scholarly writing on the

theme is somewhat inadequate. That being said on the other hand, the point of brand
observations has been examined and inquired about top to bottom in both the

scholastic and corporate universes. The comprehension of brand observations has

been the wellspring of numerous open deliberations which has brought about an

abundance of writing to draw on for this exploration study.

Social media has developed through numerous eras and times, it has been

characterized in different routes by distinctive creators, analysts and in addition the

scholarly world. Some contend that it originates from the early types of interpersonal

correspondence through email, while others singularly acknowledge it as the later

type of social cooperation on social media destinations. In spite of all the diverse

contentions that exist in regards to social media, surviving scholarly writing on the

theme is somewhat inadequate. That being said on the other hand, the point of brand

observations has been examined and inquired about top to bottom in both the

scholastic and corporate universes. The comprehension of brand observations has

been the wellspring of numerous open deliberations which has brought about an

abundance of writing to draw on for this exploration study.