Role of Content, Interactivity and Word of Mouth in Brand Engagement Online

Dr. Sunetra Saha, Dr. Ruchika Nayyar, Dr Sonali P. Banerjee

Abstract

This research studies the meaning and significance of social media in today’s world where everything is just a click away. The paper also entails upon different social media channels that serves as an important asset for the brand indulging into brand engagement especially external brand engagement. The objective of this report is to throw light on building brand identity via social media. Engaging consumers via social media has become an elixir for brands wanting to position themselves with a positive brand image. It also entails on various factors that pays role in brand engagement on social media platforms specially LinkedIn and Instagram. Using correlations, the study shows that the higher the use of emotionality, use of visuals & graphic content, interactivity and word of mouth, the better is the brand engagement online.