BUILDING STRATEGIES IN THE DIGITAL AGE: MARKETING STRATEGIES IMPACT ON DESIGNING BRAND THROUGH SOCIAL MEDIA

Abstract

In the 21st century, social media has become prominent. For increasing business growth and brand competitiveness, companies are persistently looking for ways to use the new platform within their marketing strategies. In Western countries, a huge number of studies have been carried out in the context of marketing strategy in branding. But, in this regard, only a small number of researches have been done in the context of India; also, the influence of marketing strategies via social media has received less attention. So, to fill this research gap, this study examined the marketing strategies’ influence on Brand Design (BD) in the social media’s digital environment. By utilizing a random sampling technique, the sample has been considered from 516 respondents in major cities in India. The research unveiled that a positive influence on BD via social media is exerted by the “Brand factor (BF)”, “Promotional Channel Factors (PCF)”, “Influencer and Digital Engagement (IDE)”, “Technological Innovations (TI)”, and “Service Attitude Factor (SAF)”. In addition, the Pearson correlation denoted that marketing strategies are considerably positively correlated to BD via digital platforms of social media.