An Analysis of Factors Affecting Brand Choice on Social Media

Author(s) : Anubha Saini
ISSN : 0974 - 497
Year : December 2018 | Volume : 12 | Issue : 4/4

Abstract: Social media is best opportunity or medium amongst all opportunities available to a brand to connect with the prospective consumers. Social media is a medium for socialization. It has strong impact on purchasing process. Social media is popular to promote the brands. Firstly, consumers search detail information of a brand/ product in traditional buying process of a consumer and after getting detailed information they consider many brands and then from those brands they evaluate a few brands and in the end, the final decisions are taken according to his/her needs. Nowadays, social media is considered as the right way to get right information at the right time by the consumer. Social media give consumers high control as it provides buyers much more information. It also enables consumers to watch reviews and make comparison of different products, while sitting at home. Social Media has become a major factor in influencing various aspects of consumer behavior which leads to brand commitment. The present paper is an attempt to find out the impact and benefits of using social media in brand choice. The paper also highlights some important social media networks and its usage pattern. Data has been collected by sending questionnaire online among the social media users. Bar charts, frequency, cross tabulation have been used to analyse the data. Multiple linear regression has been conducted to check the effect and relationship of purchase intention, brand awareness, word of mouth, brand engagement and brand choice. The positive linear relationship has been found among all five variables. Purchase intention affects brand choice more significantly than EWOM and brand awareness. Thus, social media has great impact on brand choice.


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