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Exploring the factors of social media communication and their impact on online corporate brand image

Author

Listed:
  • Kaur, Talvinder

    (PhD Candidate, Dr B.R. Ambedkar National Institute of Technology, India)

  • Bedi, Sarbjit Singh

    (Associate Professor, Dr. B.R. Ambedkar National Institute of Technology, India)

Abstract

In the past two decades, social media has transformed the way marketers communicate with their customers. Customers have moved from traditional media to new media to gather information. The purpose of this paper is to explore the factors of social media communication and its impact on online corporate brand image. The descriptive study uses exploratory factor analysis (EFA) and stepwise regression on data collected from 651 social media users. The study extracted three factors in firm-created content and two factors in user-generated content. Further, the study showed that social media interactivity and user comments have the strongest impact on the online brand image of any company.

Suggested Citation

  • Kaur, Talvinder & Bedi, Sarbjit Singh, 2023. "Exploring the factors of social media communication and their impact on online corporate brand image," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 8(4), pages 423-439, August.
    • Handle: RePEc:aza:ama000:y:2023:v:8:i:4:p:423-439
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    More about this item

    Keywords

    social media communication; firm-created social media; user-generated social media; online corporate brand image; branding;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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