Impact of Social Media Platforms on Brand Perception and Reputation

Abstract

These platforms have developed into potent tools that influence how consumers view and evaluate brands in addition to enabling dynamic, two-way contact between companies and their clientele. The era of one-way advertising is over thanks to social media, which empowers users to actively participate and influence a brand's image and reputation. In order to better understand how user-generated content, platform features, and brand communication strategies affect consumers' perceptions of brands in the online social media space, this dissertation will examine the complex relationship between brand perception and reputation on social media platforms.