A Study on Building Brand Equity through Social Media Marketing

In the era of digitalization most of the companies are investing in social media
marketing to build and enhance the brand. Social media is becoming popular among
the young generation; youngsters are engaged in social media for 24hr in a day.
Social media marketing has the high impact on the brand equity and it is replacing
the traditional marketing and brand equity helps the  rms to sustainability and
consumers loyalty towards the brand. The research paper highlights how social
media marketing is building the brand equity of the products and the services. In this
research paper researcher considered the honeycomb model for the social media
and for brand equity Aaker, 1991 model is considered to analyse the data and
conceptual model was developed by researcher to  nd the impact of social media
marketing on brand equity. Primary data was collected through the questionnaire
in the Bangalore city. The  ndings of the study will help to understand the role of
social media marketing to build the brand equity.