publication . Article . 2014

Social Media Communication and Consumer Brand Perceptions

Rizwan Ali Khadim; Bilal Zafar; Muhammad Younis;
Open Access
  • Published: 01 Jan 2014 Journal: International Journal of Social Sciences and Management Studies (IJSSMS), volume 1, issue 1 March, pages 12-20
Abstract
Social media has changed the shape of communication strategies in the corporate world. Corporations are using social media to reach their maximum stakeholders in minimum time at different social media forums. Consumers being an important corporate stakeholder hold significant importance in corporate communication strategy. The current study examines the role of social media communication on consumer brand perceptions and their buying behavior. A comprehensive survey is conducted through various social media forums including Facebook, Skype, Twitter, Linkedin, to collect data regarding social media communication of a cellular service provider company’s brand in...
Subjects
free text keywords: Social media communication, brand attitude, brand equity, consumer behavior.
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