Social Media and Strong Brands: Unpacking the Essentials

Social Media and Strong Brands: Unpacking the Essentials

Shashank HS

Abstract:

This study examines the significant changes in consumer-brand interactions brought about by the digital age, highlighting the critical role that social media plays in providing a lively atmosphere that fosters the creation of brand identities. The study, which focuses on the transport company Ola, demonstrates how well it uses social media to develop an interesting brand narrative and go beyond transactional communication. Finding the components that influence a brand's online presence and offering a guide for successful social media branding are two of the goals. Methodologically, a questionnaire and factor analysis revealed that Brand Interactions, Social Community, Content, and Response Time were the primary factors accounting for 72.73% of the variation. This study offers insights for firms navigating brand recognition by utilising Ola's strategies.

Keywords: Social Media, Brand Recognition