SOCIAL MEDIA STRATEGY ON E- BRAND TRUST: AN EMPIRICAL REVIEW

Siriwardana, A. and Hewapathirana, N.T.

Department of Commerce, School of Business and Law, Edith Cowan University Sri Lanka
Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Kelaniya, Sri Lanka

Anushka.Siriwardana@ecu.edu.lk, Thewa201@kln.ac.lk

ABSTRACT

Social media has been amazingly successful in terms of adoption and usage levels. They lead to a paradigm shift in the way people connect and communicate with each other, how to express and share ideas, and even how to interact with products, brands, and organizations. In addition, social networks have become an important consumer knowledge network. Social media, especially Facebook and Twitter, are important platforms for building relationships with consumers and for consumers to obtain information about brands and their products. E – WOW has grown at an extraordinary rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The explosion of social media helps customers become more empowered and engaged in their brand interactions while also providing them with new tools in their search, evaluation, choice, and purchase of marketing offerings. Consumers trust the information published by the brand and the information published by other consumers online. The future of social media is also seen as a marketing tool. Consequently, these developments are influencing marketing practices, both strategically, and tactically. This setup has been able to communicate the best experience possessed of a brand to consumers so that they are able to recall the brand in a long time which led to the formation of trust, satisfaction, and loyalty towards the brand. This research aims to analyze the effect of social media marketing activities on E-brand Trust. The paper followed a deductive approach and attempted to review current scholarly social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing scene, especially on E Brand Trust.

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