TAILIEUCHUNG - Power of digital marketing in building brands: a review of social media advertisement

The present study will aim at reviewing all the digital platforms, with special focus on the social media advertisement which are utilised for brand advertisement. The success of the social media advertisement will be measured by reviewing the behaviour of millennials towards the digital media and brands. | Power of digital marketing in building brands a review of social media advertisement International Journal of Management Volume 11 Issue 04 April 2020 pp. 244-254. Article ID IJM_11_04_025 Available online at http ijm JType IJM amp VType 11 amp IType 4 Journal Impact Factor 2020 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed POWER OF DIGITAL MARKETING IN BUILDING BRANDS A REVIEW OF SOCIAL MEDIA ADVERTISEMENT Rammohan Sundaram Business Administration Department Mangalayatan University Aligarh Uttar Pradesh India Dr. Rajeev Sharma Institute of Business Management Mangalayatan University Aligarh Uttar Pradesh India Dr. Anurag Shakya Institute of Business Management Mangalayatan University Aligarh Uttar Pradesh India ABSTRACT The brand management landscape has changed due to the digital media platforms which provide real-time interaction and high dynamism. Furthermore the emergence of social media has left a profound impact on the procedure adopted by companies to maintain a relationship with the customers. However the industries have not been able to explore the field of social media marketing to its full potential and their understanding of digital marketing strategies for the purpose of branding has been limited. It is crucial to gain a deep understanding of the transformation in the field of marketing as it exercises direct influence on the sustainability of the brand. However the literature in the field of social media advertising and impact on the brand management is still in the nascent stage. Therefore present study will aim at reviewing all the digital platforms with special focus on the social media advertisement which are utilised for brand advertisement. The success of the social media advertisement will be measured by reviewing the behaviour of millennials towards the digital media and brands. The results will extend to the current knowledge in the field

• Internet Marketing
• Social media advertisement
• Behaviour of millennials
• Digital media and brands
• Social media marketing
• Social Media and Millennials
• Internet users’ attitudes towards social media advertisements
• The role of advertisement design and users’ motives
• The role of advertisement design
• The role of users’ motives
• Social media sites
• Big business houses
• Means of advertisement
• Amount of market share
• Advertising tools available
• Word of Mouth
• Impact of social network
• Quantitative data analysis technique
• Institutional level productivity ranking
• Social media advertising
• Social network sites advertisements
• Consumer purchase decision
• Structural equation modeling
• Girne American University