Building brand excitement through social media

An empirical study on snapchat and facebook in Pakistan

Abstract

The emerging trends of social media have strongly influenced the brand excitement of white
good industry products all over the world. The research paper is aim at finding out the
relationship between brand excitement and social media in Pakistan for the white good industry.
The results show a significant relationship between social media and brand excitement
particularly for the Brands of Haier and Orient in Pakistan. The sample questionnaire has been
equally distributed among 300 customers of Haier and Orient. The study confirms the significant
role of snap chat and facebook on brand excitement. The importance of this research is to test
and verify the empirical views as well as it is important for the students of HEI`s and global
marketers for strategic implications.

Key Words: Brand excitement, social media, snapchat, facebook