Social Media Marketing and its Impact on Brand Equity and Consumer Behavior

Running head: DISCIPLINE AND LEARNING
Discipline and learning
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2DISCIPLINE AND LEARNING
Social media marketing is the main promotional and marketing channel that is being used by
many luxury brands in order to increase their customer loyalty.As per the opinion of Godey et
al. (2016), the brand equity of the different brands has often received very low attention in the
field of social media marketing. This article throws light on the relationship between brand
equity and consumer behavior based on the usage of social media marketing
In the modern day scenario, social media marketing is playing a very significant role in
developing a close customer relationship by helping the customers to have a very easy and
convenient way of shopping from their favorite brands.Kaur (2016) has agreed to this context
saying that the social media marketing system has sufficiently helped to develop a personal touch
with the customers. The brands are capable of reaching out to different customers living in
different parts of the community. Louis Vuitton uses the social media marketing app for posting
the video clips of their catwalks on social media site like Facebook in order to give a real
experience of their products to the customers.
The social media applications like twitter, facebook and others are helping to give real-
time updates to the customers. The company Burberry has developed an online shopping app for
their Chinese customers who are able to shop from the app on a 24*7 hour basis.
Interaction is one of the main aspects that are being developed by the social media marketing
system. Customers are given a proper space or a platform where they can give their views,
feedbacks, opinions regarding any particular brand.

3DISCIPLINE AND LEARNING
Company Burburry has developed two websites Kaixn.001.com and also
douban.com. Weibo a microblogging service is used as an interaction and communication
platform where local celebrities can forward their comments about their experiences.
Context-based social media and profile based social media help in developing a smooth
customer interaction Ashley and Tuten (2015) have stated that the social media platform is very
useful in developing strong customer loyalty. The luxury brands, in particular, can use social
media platforms to get properly connected with their customers
Godey et al. (2016) have stated that social media marketing is really playing a very
strong role in making the customers get connected with the brands. The customer care
representatives also help in staying at the service of customers on a 24*7 basis. Customers can
get connected with the executives at any point in time. However () has argued that there can be a
breach of trust or fraudulent deduction of money if the gateways are not secured properly. Thus
it can be concluded that social media platforms are very beneficial for helping the customers to
stay connected with their brands at every point of time.
New media or digital technologies are helping for better promotions of the products like the food
items among their targeted customers.
Kelly et al. (2015) have suggested that food and beverage companies are usually
involved in the production of many different kinds of food for different age groups. Thus they
need to use the digital communication systems in order to convey their products to the target
customers. The advancement of the web from static sites to a social and participatory space has