Topic Name

“Effect of Social Media on Customer Engagement with a Brand”

Background of the study

Technology is now considered to be a major component in extending
markets and has shaped entire marketing strategies around the world. In
recent years, developments in technology and the universality of the
Internet have resulted in the rapid progress of social media. At present, a
world without the internet is unimaginable. According to J. Clement
(2020), Almost 4.54 billion people were active internet users as of
January 2020, encompassing 59 percent of the global population. The
birth of social media has enabled consumers to be knowledgeable and
transformed the way of traditional marketing through providing
consumers. It has helped to create relationship between organizations
and customers through two way communication.
The main purpose of this research is to understand and observe the
influence of social media on engaging customer with a brand. Social
media branding builds a integral part of principal marketing or business
efforts on key social platforms such as Facebook, Instagram, Twitter,
YouTube etc.. I am willing to do this research to show how the social
media performance of a brand can create a long-term effect on brand
building and positioning in consumers’ minds. By holding the power of
social media, businesses can build a strong network between customers
and organization so that customers can promote brands and also speak as
ambassadors. Hence I am also interested to do this study to deliver
information about engagement of customers with a brand by using social
media. As a brand I am interested to work with a telecommunication
brand for my research.
 Question about the research
During doing this research several questions can be arose which
can be answered after completing this study. These are as
followed:
 What is branding in social media?
 How does social media affect branding?
 Why social media is important for the popularity of a
brand?
 Which social media site people use most?
 What type of social media content customers/people mostly
prefer from a brand?