Loading article...
Loading article...
Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64038
Volume:
10 |
5 |
May 2026
Pages:
1-4
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master of business administration
Rathinam technical campus
Master of business administration
Rathinam technical campus
MBA
Rathinam Technical Campus
Online branding and social media marketing have become essential tools for retail businesses to improve customer engagement, brand visibility, and business performance. Shopping malls increasingly utilize digital platforms such as Instagram, Facebook, YouTube, online advertisements, and influencer marketing to attract customers and enhance shopping experiences. This study examines the role of online branding and social media marketing strategies at BrookFields Mall in influencing customer perceptions, shopping behaviour, and brand loyalty. Primary data were collected through structured questionnaires from customers visiting BrookFields Mall. The study employed percentage analysis, Garrett Ranking Technique, and comparative analysis for interpretation. The findings reveal that social media platforms significantly influence customer awareness, promotional effectiveness, customer engagement, and purchase decisions. The study concludes that effective online branding and digital marketing strategies positively contribute to customer satisfaction, competitive advantage, and overall business performance.
KEYWORDS
Online branding and social media marketing play a vital role in improving customer engagement, brand awareness, and business performance in the retail sector. The study concludes that BrookFields Mall effectively utilizes digital marketing strategies to enhance customer satisfaction and strengthen brand loyalty. Social media platforms significantly influence customer behaviour, shopping preferences, and purchase decisions. Customers increasingly prefer retail businesses that provide digital convenience, interactive communication, and attractive promotional activities. The study highlights the importance of adopting innovative digital marketing strategies for maintaining competitive advantage and achieving long-term business growth in the retail industry.
1. Kotler, P., & Keller, K. L. (2011). Marketing Management. Pearson Education. 2. Chaffey, D. (2020). Digital Marketing Strategy. Pearson Publications. 3. Ryan, D. (2019). Understanding Digital Marketing. Kogan Page. 4. Tuten, T., & Solomon, M. (2018). Social Media Marketing. Sage Publications. 5. Journal Articles on Retail Marketing and Online Branding
Publication Date
5/26/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
Documents
Article Views
0
Total views since publication
PDF Downloads
3
Total downloads since publication
Geographic Reach
5
Digital Preservation: This article is permanently archived on Zenodo and complies with all data preservation standards across major indexing platforms.
Plagiarism Screening
This manuscript has been checked for plagiarism using TurnitinPlagiarismChecker software.
Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
Related research in the same subject area
Loading similar articles...