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All Journal Epicheirisi : Jurnal Manajemen, Administrasi, Pemasaran dan Kesekretariatan
Mar’atul Juleha, Fitria
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Economics, Econometrics & Finance Social Sciences Other

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THE ROLE OF SOCIAL MEDIA IN BUILDING BRAND IMAGE IN THE DIGITAL ERA Rifqi Lathifa, Faurina; Mar’atul Juleha, Fitria
Epicheirisi: Jurnal Manajemen, Administrasi, Pemasaran dan Kesekretariatan Vol. 7 No. 2 (2023)
Publisher : Politeknik Negeri Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32486/epicheirisi.v7i2.1024

Abstract

Social media has become a vital platform for communication and marketing in the digital era. This article aims to review and analyze the role of social media in shaping brand image, emphasizing how interaction, engagement, and digital storytelling influence consumer perception. Using a literature review approach, this study examines previous research related to marketing communication, consumer engagement, and brand authenticity. The findings reveal that social media plays a significant role in building and maintaining brand image through two-way communication, viral content, and online community participation. In conclusion, social media enables brands to create strong emotional connections with consumers and enhances brand trust through authenticity and consistent value communication
Co-Authors Rifqi Lathifa, Faurina