Social Media Marketing and Brand Equity: A Study with Reference to Indian Context

Now a day's Social media marketing has become an integral part and basis platform for each and every business units toward branding of the product and connect with people on the biggest public domain, where people share information, experience and idea with each other. Social media play an important role in influence customer's choice in selecting brand on the basis of customers’ feedbacks that emerge in the social sites and other kinds of user-generated content (Raman 2009)[10]. In this research study we have discussed about relationship between social media marketing and brand equity in the Indian scenario. For the description of this relationship we have discussed three major key drivers of brand equity with social media marketing such as Brand Image, Brand Awareness and Brand loyalty. Along with the meaning and definition we discussed literature from various related study. In research method we have clearly discussed research frame work along with hypothesis, objective and limitations of the study. Findings of the study clearly indicated that all the brand equity key drivers positively and significantly related with social media marketing, Conclusion and suggestion systematically given in the study.