The Role of Social Media in Consumer-Brand Relationship-A case study of Global FMCG brands
Relationship marketing is the most crucial segment for the growth and development of a brand. This report has established the importance of the relationship marketing. This report has identified that how companies are employing the social media sites as a key for unlocking the brand customer relationship. The report has also highlighted the significance of dialogues. This report is quite helpful for marketers for developing the understanding about initiating, growing and maintaining the relationship of their brands with the customers. This report has translated many concepts associated with the brands and how these concepts can be applied on the social media sites.
This report has adopted the mixed approach for gauging the results. The research is based on both qualitative and quantitative paradigm of studies. Research has employed multiple regression analysis for estimating the empirical data. Observation is used to deduct the facts from the gathered qualitative data given by social media sites.
Results obtained by conducting the research have indicated that social media sites are playing effective role in dictating the successful brand and customer relationship. Moreover, it is highly essential to read out the significant factors and make marketing strategies for each of the social networking podium.
TABLE OF CONTENTS
Chapter 1: Introduction 4
1.1Introduction and background 4
1.2 The problem statement 8
1.3 Rationale for the study 8
1.4 Objectives of research 9
1.5 Research question 9
1.6 Hypothesis 10
1.7 Scope of the studies 11
Chapter 2: Literature Review 13
2.1 Theoretical reviews of literature 13
2.1.1 The customers 13
2.1.2 Relationship marketing 14
2.1.3 Purpose of brand 15
2.1.4 Awareness creation 16