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Measuring the Financial Impact of Brand Engagement, Social Media Marketing, Brand Trust and Social Media Advocacy on Brand Recognition: An Overview of Mikail Food Industry

Author

Listed:
  • Najihah Marha Yaacob

    (Faculty of Accountancy, Universiti Teknologi Mara Terengganu)

  • Salwiyah Idris

    (Faculty of Business and Management, Universiti Teknologi Mara Terengganu)

  • Ahmad Suffian Mohd Zahari

    (Faculty of Business and Management, Universiti Teknologi Mara Terengganu)

Abstract

In today's digital age, brands succeed when they break through in culture and branding is a set of techniques designed to generate cultural relevance. Mikail Food, an innovator in the frozen food industry, aims to break through traditional marketing boundaries by harnessing the power of social media marketing. This study explores the complex relationship between brand engagement and social media marketing, examining how these elements can be harmonised to enhance brand recognition, capture consumer interest, and foster enduring loyalty. As Mikail Food embarks on this digital journey, understanding these dynamics becomes crucial in transforming fleeting interactions into lasting brand impressions.

Suggested Citation

  • Najihah Marha Yaacob & Salwiyah Idris & Ahmad Suffian Mohd Zahari, 2026. "Measuring the Financial Impact of Brand Engagement, Social Media Marketing, Brand Trust and Social Media Advocacy on Brand Recognition: An Overview of Mikail Food Industry," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(2), pages 4781-4792, February.
    • Handle: RePEc:bcp:journl:v:10:y:2026:i:2:p:4781-4792
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    References listed on IDEAS

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    1. Olukorede Adewole, 2024. "Translating brand reputation into equity from the stakeholder’s theory: an approach to value creation based on consumer’s perception & interactions," International Journal of Corporate Social Responsibility, Springer, vol. 9(1), pages 1-39, December.
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