Impact of Social Media Marketing on Brand Equity Development

To examine how social media marketing activities contribute to building brand equity through awareness, engagement, perceived quality, and loyalty among consumers.

Study brand equity models (Aaker/Keller framework).

Select a brand active on social media platforms.

Analyze content strategy and posting frequency.

Measure engagement metrics (likes, shares, comments).

Conduct survey on brand awareness levels.

Evaluate perceived quality through feedback.

Analyze sentiment of customer comments.

Compare social media vs. traditional media impact.

Study influencer collaborations.

Identify customer loyalty indicators.

Suggest improvements for digital brand strategy.

Prepare analytical report with performance charts.