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The impact of social media on brands

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Social media has become available to everyone with a mobile device. Social media is defined as a group of internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content (Kaplan & Haenlein, 2010, p. 61).

This technology integrates marketing strategy into the business context by raising brand visibility and reputation. The use of social media has significantly changed business marketing to some degree. Many companies have made social media an essential tool in their marketing efforts, considering it a less expensive but effective platform.

Social media provides a channel for companies and customers to communicate and interact. Companies’ social media posts affect customers’ preferences and purchasing decisions; Customers provide feedback by reviewing a product or activity. This dialogue encourages companies to improve their services and products and thereby build strong relationships with their customers. In other words, the use of social media can be of great benefit to companies, especially in terms of brand management.

The following are three key functions of social media for business brands:

1. Build Brand Image

A brand’s image involves several factors, for example, a company’s reputation, values, vision, and culture. Social media platforms allow companies to showcase different elements of their brand, for instance, logos, colors, and products, to convey their personality and values. Consistently sharing engaging content across multiple social media channels reinforces the brand’s identity and enhances its image.

 2. Raise Brand Awareness

Social media platforms provide a powerful channel for brands to increase their visibility and reach out to a wider audience, thereby increasing awareness of their brand. Firms can advertise their brand to a larger group of people by posting relevant moments on social media. In addition, social media marketing is beneficial to target specific demographic groups based on factors such as gender, age, occupation, interests, and behaviors, thus improving popularity.

3. Keep Brand Loyalty

Brand loyalty refers to repurchases and trust from users. Social media is a useful tool to build brand loyalty within the brand community. Customers are encouraged to engage in social media interaction by sharing their ideas and thoughts. Companies that actively respond to customer inquiries, address concerns, and provide valuable content are more likely to create a stronger relationship with customers and cultivate a loyal fan base.

To conclude, in the contemporary digital era, social media has become an essential aspect of our lives. People rely on it for information, communication, and sharing. For businesses, social media has become a crucial marketing channel. Companies use social media to provide customers with current and new information to inspire purchase intentions. Besides, by using social media, companies can connect with consumers, increase brand exposure, build brand image, and boost sales.



Ebrahim, R.S. (2019). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), pp. 287–308.


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