THE ROLE OF THE SOCIAL MEDIA IN BRAND MANAGEMENT

Barnabas N. Gbam

Abstract


Increasing and improving brand recognition is the key to why Marketers create awareness via the social media platforms. This perspective makes social media users to be familiar and have easy accessibility to branded products. The objectives of the investigation is to take into cognizance the influence Social Media platforms has on brand management, loyalty and patronage. Also the study seek to examine the extent consumers makes purchase decisions using online medium. It is on this premise that the   study randomly sampled the perspectives of 150 social media users and Marketers of products within Jos Metropolis. In conformity to the trend of statistical analysis, Statistical Packages for Social Sciences(V:20) was used to test the research questions set with results confirming that Consumers and Social Media Users as been empowered with brand quality and information on products. Also, the outcome of the investigation further confirmed that social media blogs is an effective tools for promoting brands. Companies and Users should take advantage of the tools social media to connect with their audience and lastly, strategic and open social media plan could prove influential in morphing consumers into being brand loyal as deduced from the study.

Keywords


Social Media, Brand Management, Users and Platforms

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