The impact of Social Media on Marketing Communication: A Brand Image analysis

Purpose - This investigation aims to explore the effectiveness of marketing communication on social media when enhancing an organisations brand image. Current literature predominantly focuses on customer retention and profitability, prompting further research primarily focusing on brand image. Furthermore, the multifaceted world of social media encourages continuous investigation. The following objectives were constructed to assist in achieving the aim: • Depict current literature regarding branding, marketing communication and social media in order to comprehend its magnitude and influence in modern day society. • Through secondary research and a quantitative approach, gain a critical understanding of effective marketing communication methods whilst gaining an appreciation of the adverse consequences entailed in social media. • Accumulate primary research from the successful UK organisations to analyse the marketing communication strategies they employ on their various social networking accounts. ~ ii ~ Design/Methodology - This investigation adopts a quantitative approach in the form of questionnaires. These were distributed via the researchers Facebook account whilst additional e-mails were dispersed. Random sampling was employed with a total of 106 people contributing to the study. Participants were questioned on aspects relating to brand image, marketing communication and social media. Furthermore, an analysis takes place of the marketing communication strategies employed by organisations in the UK top 20 for market capitalisation. This allowed for statistical information to be drawn which was compared and contrasted with current literature. Findings - The research provided further clarification of the growing magnitude of social media as a marketing communication channel. Participants placed great emphasis on effective and relevant marketing communication as they suggest mismanagement upon social media can have detrimental effects for an organisation by producing long-term damages to their brand image. Keywords - Brand Image, Marketing Communication, Social Mediaba_busmanunpub2091_ethesesunpu