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sis 24(4):

Research Article

Brand Presence on Internet media: Quantitative and Qualitative Study on Brand Attitude and Brand Attachment

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  • @ARTICLE{10.4108/eetsis.4724,
        author={Priti Rai and Deepa Gupta and Mukul Gupta and Divya Sahu and Mahima Dogra},
        title={Brand Presence on Internet media: Quantitative and Qualitative Study on Brand Attitude and Brand Attachment},
        journal={EAI Endorsed Transactions on Scalable Information Systems},
        volume={11},
        number={4},
        publisher={EAI},
        journal_a={SIS},
        year={2023},
        month={12},
        keywords={Internet Media, Customer, Brand Presence, Brand attitude, Brand Attachment},
        doi={10.4108/eetsis.4724}
    }
    
  • Priti Rai
    Deepa Gupta
    Mukul Gupta
    Divya Sahu
    Mahima Dogra
    Year: 2023
    Brand Presence on Internet media: Quantitative and Qualitative Study on Brand Attitude and Brand Attachment
    SIS
    EAI
    DOI: 10.4108/eetsis.4724
Priti Rai1,*, Deepa Gupta1, Mukul Gupta1, Divya Sahu2, Mahima Dogra2
  • 1: G. L. Bajaj Institute of Management and Research
  • 2: Noida Institute of Engineering and Technology
*Contact email: raipriti1992@gmail.com

Abstract

More and more companies are using social media in their marketing. They're spending a lot of money to make sales and connect with customers quickly, which helps their brands do better and gets more people visiting their websites. This paper wants to look at how people's feelings and thoughts about a brand affect how they act on social media. Knowing how different people think is really important for managers who spend money on marketing. This study looks at how what people think about a brand relates to what they say about it on social media and if they support the brand there too. The research uses special ways to study how brands behave on social media. It focuses on how people feel about brands and how this affects what they do online. This study found that how people feel about a brand is connected to what they do to support it online. It also showed that different kinds of people act differently on social media, which is helpful for companies to know. Understanding how people feel about brands and act on social media is super important for companies. The study's results give useful ideas to make social media strategies better and to get more people involved with brands online.

Keywords
Internet Media, Customer, Brand Presence, Brand attitude, Brand Attachment
Received
2023-10-10
Accepted
2023-12-20
Published
2023-12-29
Publisher
EAI
http://dx.doi.org/10.4108/eetsis.4724

Copyright © P. Rai et al licensed to EAI. This is an open access article distributed under the terms of the CC BY-NC-SA 4.0, which permits copying, redistributing, remixing, transformation, and building upon the material in any medium so long as the original work is properly cited.

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