Social Media’s Impact on Consumer Perceptions | Report

Running head: SOCIAL MEDIA’S IMPACT ON CONSUMER PERCEPTIONS
SOCIAL MEDIA’S IMPACT ON CONSUMER PERCEPTIONS
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SOCIAL MEDIA’S IMPACT ON CONSUMER PERCEPTIONS
Table of Contents
Introduction................................................................................................................................2
Literature review........................................................................................................................2
Key concepts identified from literature review..........................................................................4
Research Variables and Research Questions.............................................................................5
Independent Variable.............................................................................................................5
Dependent Variable................................................................................................................5
Research Questions................................................................................................................5
Hypothesis..................................................................................................................................5
Research Methodology...............................................................................................................6
Target participants..................................................................................................................6
Measure..................................................................................................................................6
Demographics........................................................................................................................7
Timeline for the research...........................................................................................................7

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SOCIAL MEDIA’S IMPACT ON CONSUMER PERCEPTIONS
Introduction
At present times, billions of people are connected in real time and in this content
social media can be said to as leading the race. The traditional methods of finding product
related informations have been discarded and the consumers are taking to the online medium.
Social media has become a more convenient as well as more important platform to promote
brands and it is supporting their marketing campaigns (Barcelos, Dantas & Sénécal, 2018).
The marketing campaigns through the social media have gained a lot of attention and this
does not stick to any specific industry. The customer’s perceptions on brands can be affected
by reading comments and getting to know the personal experience of other customers. In this,
paper the effects of social media on consumer perception of brand will be discussed upon.
Literature review
As per the research done by Brison, Byon & Baker III, (2016), the unfamiliar sports
brands are making social media as a medium to popularize their brands. For this purpose
these brands are courting athlete endorsers and the social media accounts of the same to reach
out to the customers. But nothing can be commented on the success of the same to reach out
the targeted customers. Social media such as Twitter has been extensively used for
endorsement campaigns for some unfamiliar sports brands. Brand awareness is the important
thing to popularize the products of a brand and thus brands are making social media a tool to
increase their brand awareness. Social media has become their marketing medium. The study
found out that consumers’ attitudes had changed towards the unfamiliar brands after they got
exposed to the tweets of endorser’s tweets.
As opined by Schivinski & Dabrowski, (2015), firm-created as well as user generated
social media brand communication has a significant influence on brand associations.
Evaluation of 302 data sets that were generated through the medium of online surveys, the