A study on impact of social media on brand equity

The primary objective of the research is to study the impact of social media on the various components of brand equity like brand awareness, brand association, brand image, perceived quality and brand loyalty. It was also intended to study how demographic variables like age, gender, income, occupation and education influence the impact of social media on brand equity.

Data was collected from 200 respondents in Mumbai and Navi Mumbai, by using a structured questionnaire. These people belonged to different occupations, income groups, religions, age groups and education and were selected by random sampling.

It is found that use of social media has a significant impact on the different attributes of brand equity like brand awareness, brand loyalty, brand association, perceived quality and brand image. Also there is no significant relation between demographic variables and impact of social media on brand equity. This means that the impact of social media on brand equity does not differ for people of different age groups, gender, occupations, education levels and income.

With the use of social media, companies can create and enhance brand equity of products and services and subsequently lead to attract customers.