The Internet revolution and information technology



Danyelle Hughes

BUSI 600

Liberty University

April 3, 2021














Research Topic: Impacts of Social Media on Brand Building and Engagement

Problem Statement

The Internet revolution and information technology have transformed how business is carried out. Digital marketing is taking shape in the recent era. Lately, business transactions are conducted virtually through e-commerce platforms, mobile applications, and websites (Shukla & Nigam, 2018, p. 115). Coronavirus pandemic has further compromised people’s physical contacts due to self-isolation needs to curb its spread, reducing the physical contact of marketers and clients.  An online business transaction is taking shape amid the Pandemic necessitating online marketing to build a brand and promote client-brand engagement. The research aims to determine how social media has become a digital marketing platform as the new way of doing business.

Annotated Bibliography

Reference Summary
Vinerean, Simona. “Importance of strategic social media marketing.” (2017). Social media platforms like Facebook, Twitter, YouTube facilitate online marketing by massive, targeted customers.

Social media strengthens the customer relationship, promotes interactive marketing, and offers empirical data supporting service quality transformation. Both researchers and professionals have been interested in using social media in the field of online marketing. Many research studies have looked at social media marketing from various angles to illustrate the many roles these networks represent, ranging from brand equity to customer service.

Husain, S., Ghufran, A., & Chaubey, D. S. (2016). Relevance of social media in marketing and advertising. Splint International Journal of Professionals Social media platforms like Facebook allow consumers to share experiences, opinions, and knowledge of the company brand.

Social media platforms help clients obtain related info, evaluate and compare products, prices, and learn about products, thereby promoting brand engagement. Online marketing generally refers to paid social media advertisements and the social sharing of information, videos, and photographs for marketing purposes.

Whiting, A., & Deshpande, A. (2014). Social media marketing: A myth or a necessity. The Journal of Applied Business and Economics16(5), 74. Social media platforms help companies persuade clients to purchase products.

Social media promotes the marketing of products through brand building, interactive marketing, and increasing access to a greater audience. Effective use of social media marketing (SMM) is seen as a game-changer, and as it grows, it can play a more significant role in how clients are updated. As a result, it is becoming increasingly necessary to run timely online advertisements.

Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during COVID-19 Pandemic. International Journal of Future Generation Communication and Networking13(2), 1449-1452. Coronavirus has made 52% of consumers avoid shopping in crowded areas.

Online sales, marketing, and purchases increased during the Pandemic due to the need to self-isolate and buy from home. E-commerce has emerged as a viable alternative and is now seen as the best option in this situation, with e-retailers offering products that customers would typically purchase in a superstore.

Alfonso, V., Boar, C., Frost, J., Gambacorta, L., & Liu, J. (2021). E-commerce in the Pandemic and beyond. BIS Bulletin36. Covid 19 pandemic has made e-commerce and online marketing more significant in recent times.

Many countries purchase goods, seek brand information, and make orders virtually for fear of contracting the disease. As calculated by the Oxford Covid-19 Government Response Tracker stringency index, e-commerce growth was faster during the outbreak, where containment measures were tighter.

Chierici, R., Del Bosco, B., Mazzucchelli, A., & Chiacchierini, C. (2019). Enhancing brand awareness, reputation and loyalty: The role of social media. Int. J. Bus. Manag14, 153-160. Social media helps companies build brand awareness, brand reputation, strength, and brand loyalty among clients.

Social media facilitates brand information sharing and customer engagement with the brand, besides establishing lasting relationships with clients. Brand loyalty tends to depend on social media responsiveness.  This observation provides an exciting perspective for practitioners to consider reinforcing brands in the digital media era.

Alam, M. S., & Khan, B. M. (2015). Impact of social media on brand equity: A literature analysis. AIMA Journal of Management & Research9(4), 1-12. Social media marketing is a powerful tool for digital marketing, communication, and brand strength building.

Social media platforms have changed the way people interact with brands and communicate on brand.

Nawaz, S., & Abbas, R. Integrating CBBE Theory to Drive Brand Knowledge: Using Social Media Brand Communication, Brand Image, and Awareness as Antecedents. Social media has access to a vast audience and helps companies in brand awareness, brand image, identity, and loyalty building.

It helps in building client relationship with the brand and improve brand achievement and consumer -brand engagement. It has been the most widely used and successful marketing and communication method. As a result, brand managers are increasingly interested in using social media widely in tapping opportunities from all angles.

Kozinets, R. V. (2014). Social brand engagement: A new idea. NIM Marketing Intelligence Review6(2), 8. Social media promotes interactive communication on brand, supports image, video, and brand meanings, promoting customer brand engagement.

Social media and engagement increase customer-brand relationship and company salesperson-customer-brand relationship. Consumer-service tactics now also include social media tracking to track down customer grievances and route them to the required customer-service staff.

Franzak, F., Makarem, S., & Jae, H. (2014). Design benefits, emotional responses, and brand engagement. Journal of Product & Brand Management23(1), 16-23. Social media branding, brand management, and engagement contribute heavily to marketing and company sales. Brand interaction is a distinct form of brand action with little coverage in the design and marketing literature. It takes a design-oriented approach to brand interaction, stressing the importance of consumers’ emotional reactions to design benefits.

Brand engagement influenced consumer’s emotional attachment, response, and behavioral outcome and defined customer experience.

















Shukla, P. S., & Nigam, P. V. (2018). E-shopping using mobile apps and the emerging consumer in the digital age of hyper retail personalization: An insight. Pacific Business Review International, 10(10), 131-139.



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