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Analyzing the Impact of Publishing, Interacting, and Monitoring Skills on the Growth of Brand Equity in Social Media Marketing Using NLP

In: Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1

Author

Listed:
  • Ch. Rajendra Babu

    (Lakireddy Balireddy College of Engineering (Autonomous) Permanently Affiliated to JNTUK, NTR District)

  • D. Venkateswarlu

    (LakireddyBalireddy College of Engineering (Autonomous) Permanently Affiliated to JNTUK)

  • D. Ratna Kishore

    (Lakireddy Balireddy College of Engineering (Autonomous) Permanently Affiliated to JNTUK)

  • D. Prabhakar

    (Gudlavalleru Engineering College (A), Seshadri Rao Knowledge Village)

Abstract

Due to extensive use of social media, it become a critical instrument for the brands to establish, and enhance their brand equity. Therefore, it is essential to have specialized skills in digital marketing. This study uses both qualitative and quantitative research to look at the core aspects of the Social Media Marketing Capabilities (SMMC) and evaluate its predictive power of the Consumer-Based Brand Equity. The results demonstrate a positive association between the ability to actively participate and share the content on social media platforms, consumer-based brand equity. Nevertheless, surveillance capabilities of the social media marketing (SMM) do not exhibit major association with consumer-based brand equity. Professionals in the fields of marketing, branding, and the community management can greatly benefit from these useful insights. These insights will assist them in refining certain social media marketing (SMM) skills, enabling them to optimize their social media strategies and achieve better outcomes.

Suggested Citation

  • Ch. Rajendra Babu & D. Venkateswarlu & D. Ratna Kishore & D. Prabhakar, 2025. "Analyzing the Impact of Publishing, Interacting, and Monitoring Skills on the Growth of Brand Equity in Social Media Marketing Using NLP," Springer Proceedings in Business and Economics, in: D P Goyal & Suprateek Sarker & Somnath Mukhopadhyay & Basav Roychoudhury & Parijat Upadhyay & Pradee (ed.), Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, chapter 9, pages 173-192, Springer.
    • Handle: RePEc:spr:prbchp:978-981-96-2548-2_9
    DOI: 10.1007/978-981-96-2548-2_9
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