Consumer Perception of Brands Towards Social Media Marketing

• Author(s): Vishal Sharma; Dr. Pratiksha Mishra
• Paper ID: 1717453
• Page: 607-613
• Published Date: 08-05-2026
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 11 May-2026

Abstract

This study examines the evolving relationship between social media marketing and consumer behavior, focusing on how digital connectivity influences the modern decision-making process. As social media platforms transition from mere communication tools to sophisticated marketing landscapes, organizations are increasingly leveraging these channels to engage directly with end-users. This research adopts a dual quantitative and qualitative approach to evaluate consumer perceptions, the role of social media as a brand-building tool, and the impact of online peer-to-peer conversations on purchasing intent. Utilizing a convenient, self-selected sample gathered through an online survey, the study probes dimensions such as consumer awareness, behavioral triggers, and the effectiveness of targeted advertising. Key hypotheses focus on the utility of social media for information acquisition, its potential to nurture brand loyalty through two-way communication, and the weight of "digital word-of-mouth" (reviews, tweets, and blog posts) in shaping brand perception. Preliminary literature suggests that while marketers prioritize "brand engagement," consumer value often stems from trust, interactivity, and community identification. The scope of this research is specifically tailored to the retailing industry—including clothing, electronics, and food and beverage—to provide fresh, consumer-centric insights. The findings aim to assist organizations in optimizing their digital strategies by aligning corporate social media presence with actual consumer expectations and psychological drivers, ultimately impacting long-term organizational sustainability.

Keywords

Consumer Behavior, Social Media Marketing, Brand Loyalty, Digital Word-of-Mouth, Retailing Industry, Marketing Strategy.

Citations

IRE Journals:
Vishal Sharma, Dr. Pratiksha Mishra "Consumer Perception of Brands Towards Social Media Marketing" Iconic Research And Engineering Journals Volume 9 Issue 11 2026 Page 607-613 https://doi.org/10.64388/IREV9I11-1717453

IEEE:
Vishal Sharma, Dr. Pratiksha Mishra "Consumer Perception of Brands Towards Social Media Marketing" Iconic Research And Engineering Journals, 9(11) https://doi.org/10.64388/IREV9I11-1717453