Perceived Impact Perceived Impact of Social Media on Brand Image, Reputation, and Equity A Qualitative Study on the Food Industry in Bangladesh
Keywords:
Perceived Impact, Social Media, Reputation, Qualitative Study on the Food Industry in BangladeshAbstract
Research purpose: This study aims to identify the impact of social media on brand image, reputation, and equity and also explore consumers' responses to social media as a marketing communication and brand management tool. Design/methodology/approach: The research is qualitative. It took 19 interviewers, which included six brand practitioners and 13 young customers. Data was gathered to know people's thoughts
about social media and how it influences brand equity and image.
Findings: The findings revealed the challenges and experiences of social media marketing, brand promotion, and the impact of every step social media platforms take on the food industry. Besides, it also showed the challenges of continuous service and product development. Today's people
mainly depend on social media. Social media significantly affects the image of a brand. Practitioners and consumers alike stressed the significance of online reviews, remarks, and feedback in influencing consumers' perceptions of brands. If a brand gets a negative review for anything, then it will be harmful to the brand. Positive reviews can increase the brand's image. Originality/value: The research will give an actual opinion about building brand image and equity on social media and provide the positive and negative sides of social media on brand reputation in
Bangladesh. Practical implications: The findings of this research could help brands build their brand image through social media. They can also understand customers' demands and wants, which will allow
them to serve their customers better and eventually increase brand equity.
Keywords: Social media, Brand equity, Brand reputation, Brand image, Food industry
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