DETERMINANTS OF SOCIAL MEDIA MARKETING THAT AFFECTS THE BRAND IMAGE

Abstract

This research paper explores the determinants of social media marketing and their impact on brand image in the digital age. Utilizing a quantitative approach, the study employs factor analysis to examine how various elements of social media marketing influence consumer perceptions of a brand. Key findings indicate that the frequency of posts, responsiveness to customer interactions, content diversity across platforms, and the quality of visual and interactive content are pivotal in shaping brand image. The study aligns with the Resource-Based View and dynamic capabilities theory, highlighting the importance of unique and adaptable social media strategies in enhancing brand perception. These insights are critical for businesses aiming to leverage social media effectively for brand image enhancement in a rapidly evolving digital marketing landscape.