Essay About Effects Of Social Media And Research Author

Crtic Review of Social Media
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Critical review of Article
This article shows the effects of social media on the brand image. The author raised a problem that
social media is replacing the traditional media in term of brand equity creation (Schäfer, 2012).
Author identifies two communication instruments for creating brand image. One is the company
created brand image and second is user generated brand image, and the user generated brand image
is mostly through the use of Social media.
In this research author used the most important variables that are Traditional Instruments of
Marketing Communication and Social Media Communication as the independent variables, and
further divide the Social Media communication in Firm Created and User Generated. This shows
the effect of this communication on Purchase intention through the Brand attitude. So that was the
also elaborated in the Conceptual Framework of this article. Author used the online survey as data
collection method and selected three different industries for getting the data and analyzes the data
with multiple group analysis and he estimated the configural and metric invariance model.
The author conclude this discussion that whole image relies on user generated communication as a
result of once any client purchase a product andnot realize it well and not realize smart expertise in
grievance handling system and etc. then he can offer his remarks on social media or alternative
mediums through natural philosophy word of mouth. And his expertise sharing are going to be
important for that whole, as a result of this could mildew the image of that whole within the mind
of shoppers. Author additionally concludes that ancient media powerfully result on whole
awareness and social media had tier of contribution in creation of name image (Schäfer, 2012). So
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companies have to manage their good platform on social media, because the can engage with
customers here and can resolve their quarries for creating good brand image.
The research problem which is defined by the author is great, on the grounds that nowadays social
media is affecting in the life of customers and they spent their most time on social media it can be
Facebook, Twitter and others. Customers are being more serious on which suggestions are given
on the social media about any product. It can be electronic word of mouth that can affect the sales
of any organization of can effect on brand image. If your company has a good image on social
media and your real customers are satisfied then they will generate positive impression about you
image on social media. A customer have thousand friends on social media, if he go through a bad
experience about brand then he will definitely share it on the social