A study in the International Journal of Business Performance Management highlights how social media serves as a vital asset for companies to enhance brand engagement and loyalty. Researchers surveyed 350 internet users and employed advanced analytical methods to demonstrate the effectiveness of social media in reaching audiences more efficiently than traditional media. They emphasized the benefit of ongoing dialogues via social platforms, which not only increase brand visibility but foster a sense of community among consumers, extending the branding conversation to include user-generated content.
Social media platforms allow businesses to undertake ongoing dialogues with consumers, which in turn boosts both brand visibility and loyalty, particularly important in various industries.
Using Confirmatory Factor Analysis and Structural Equation Modeling, researchers found social media to be a cost-effective means of reaching customers compared to conventional media.
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