Significance of social media marketing in brand awareness through word of mouth

Abstract

Online social platform provides a platform for people to communicate and exchange ideas. The use of images and videos on online social platform is an enjoyable habit, akin to watching television, which has resulted in a significant role in marketing. Recently, some businesses have shown a strong desire to engage with their clients on online social platform and advertise their products across multiple online social platform channels. This study investigated how online social platform improves brand recognition among its users and whether it influences customer purchase intentions. According to the findings, brand-shared creative content, pre-purchase support, user engagement, brand perception, and product variety can all encourage customers to interact with businesses on online social platform and increase brand recognition.