Factors of Brand Communication Tools for Promoting Services using Social Media Networking Websites

The aim of this paper is to study the factors of brand communication tools which are used for promoting the services using social media networking websites. The research focuses on consumer perception of these factors being promoted on social media. The paper is based on data collected from the service sector. This research study is making an effort to explore the different factors of brand communication tools for promoting services using social media networking websites.

The primary data is collected with the help of a structured questionnaire from a sample of 350 respondents from India using social media. The questionnaire was prepared by the researcher with help of extensive literature review along with discussions with subject experts (practitioner experts and scholarly experts). The different factors are identified with the help of exploratory factor analysis (EFA) method applied on the responses received against the fourteen statements of brand communication tools and varimax orthogonal rotation is used using principal component analysis method.

The results of the study reveal that the brand communication tool as practiced by the service sector companies for the brand communication can be explained with the help of four extracted components. Observing the statements used in the analysis, these factors are named as visual promotion, information content, advertisement and customer feedback.

This paper studies the factors of brand communication tools and how they are used to promote services on social media networking websites. From a theoretical point of view, not manyempirical studies have been conducted to study the factors of brand communication. From the marketing perspective, this study shows that social media activities, especially brand promotion does have a positive influence on consumers. In addition the paper also develops a scale for measuring brand communication through social media.