International Journal of Science, Engineering and TechnologyAuthors: Mr.Ahamed Nafih.N.R, Mr. Mubarak. S, Dr. N. Rajendran
Abstract: As digital landscapes evolve; the methodology of brand building has undergone a paradigm shift from traditional mass media to interactive social platforms. This study investigates the factors that encourage brands to leverage social media for identity construction and the elements that drive consumer engagement. The research identifies key pillars—authenticity, community engagement, and visual storytelling—that facilitate brand resonance. Primary data was collected from a sample of 65 respondents to analyse consumer perception of branded social content. Findings indicate that consistency and two-way communication are the primary drivers of brand trust. Furthermore, the study highlights how social media serves as a "one-stop solution" for brand-consumer relationship management in the modern era .building on these insights ,the study emphasizes that social media marketing not only enhances brand visibility but also strengthens long term brand equity .Platforms such as Instagram ,Facebook ,x, and YouTube enable brands to humanize their identity by sharing real time content, behind the scenes narratives, and user generated experiences .This participatory environment empowers consumers to co-create brand meaning, thereby increasing emotional attachment and loyalty. Additionally, data driven targeting and analytics allow marketers to personalise messages, improving relevance and recall among diverse audience segments’ research further observes that responsiveness to feedbacks, reviews, and grievances significantly influences consumer satisfaction and brand credibility. Hence, social media marketing has become an indispensable tool for sustainable brand building in the contemporary digital ecosystem.
DOI: http://doi.org/10.5281/zenodo.20614392
