Exploring the factors of social media communication and their impact on online corporate brand image
Abstract
In the past two decades, social media has transformed the way marketers communicate with their customers. Customers have moved from traditional media to new media to gather information. The purpose of this paper is to explore the factors of social media communication and its impact on online corporate brand image. The descriptive study uses exploratory factor analysis (EFA) and stepwise regression on data collected from 651 social media users. The study extracted three factors in firm-created content and two factors in user-generated content. Further, the study showed that social media interactivity and user comments have the strongest impact on the online brand image of any company.
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Author's Biography
Talvinder Kaur holds a master’s degree in marketing management from the Apeejay Institute of Management, Jalandhar. She has taught marketing for more than three years.
Sarbjit Singh Bedi has been teaching marketing, entrepreneurship and human resources for more than 30 years and also works as a research guide. He has a doctorate in entrepreneurship development.
Citation
Kaur, Talvinder and Bedi, Sarbjit Singh (2023, August 1). Exploring the factors of social media communication and their impact on online corporate brand image. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 4. https://doi.org/10.69554/PXKO6244.
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