Title: The role of social media as a brand communication tool: an exploratory work

Authors: Radhika Madan; Manmohan Rahul

Addresses: Soft Skills Trainer, Shahtoot Marg, DLF City, Phase 1, Gurgaon, Haryana 122002, India ' School of Business Studies, Sharda University, Knowledge Park 32-34, Greater Noida, Uttar Pradesh 201310, India

Abstract: Companies are actively involved to enhance their brand communication and to measure the consumer perception for the products, services and its usability through social media platforms. Research shows that social media can be used as a tool for creating a positive impact on brand awareness, brand engagement and brand loyalty in the form of advertisement, customer feedback, visual promotion and information sharing. The results are based on the consumers' research with an aim to develop and validate a scale for measuring brand communication using social media. Primary data was collected from 350 internet users using structured questionnaires. CFA and SEM has been used to validate questionnaire and to analyse the data and to study variables relationship. The result of the study is promising as it efficiently portrays that companies can successfully use social media used as a tool to communicate about their brands.

Keywords: social media; brand communication; brand awareness; brand loyalty; social media marketing; structural equation modelling; SEM; confirmatory factor analysis; CFA; scale.

DOI: 10.1504/IJBPM.2025.144689

International Journal of Business Performance Management, 2025 Vol.26 No.2, pp.228 - 249

Received: 19 Aug 2022
Accepted: 05 Jun 2023
Published online: 27 Feb 2025 *

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