Impact of Social Media Engagement on Brand Image Perception in Cameroon
DOI:
https://doi.org/10.47672/ajpr.2054Keywords:
Social Media, Engagement, Brand, Image PerceptionAbstract
Purpose: The aim of the study was to assess the impact of social media engagement on brand image perception in Cameroon.
Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The study indicate that active engagement on social platforms can significantly enhance a brand's image. Brands that interact regularly and authentically with their audience tend to foster stronger relationships and build trust. Positive engagement, such as responding to customer inquiries, sharing user-generated content, and maintaining a consistent and relatable presence, contributes to a more favorable perception. Conversely, negative interactions or a lack of engagement can harm a brand's reputation. The immediacy and transparency of social media also amplify these effects, making it crucial for brands to strategically manage their online interactions to positively influence public perception and maintain a strong, positive brand image.
Implications to Theory, Practice and Policy: Social influence theory, cognitive dissonance theory and selective exposure theory may be used to anchor future studies on assessing the impact of social media engagement on brand image perception in Cameroon. Brands should prioritize personalized content strategies on social media platforms, tailored to specific audience segments and industry contexts. Policymakers and industry regulators should collaborate to establish ethical guidelines for social media engagement practices, particularly concerning influencer collaborations and sponsored content.
Downloads
References
Abdallah, A. (2018). Corporate social responsibility and brand loyalty in Egypt's dairy industry. Journal of Business Ethics, 149(2), 503-516. https://doi.org/10.1007/s10551-016-3046-1
Adjei, K. (2019). Marketing strategies and brand perception in Ghana's dairy industry. Journal of Marketing Management, 35(4), 328-345. https://doi.org/10.1080/0267257X.2019.1594713
Brown, A., & Wilson, P. (2020). Customer service and brand loyalty in the UK retail sector. Journal of Consumer Behavior, 15(3), 223-237. https://doi.org/10.1002/cb.1855
Chen, J., & Liu, S. (2018). "The impact of social media engagement on brand image perception among hotel guests." Journal of Hospitality Marketing & Management, 27(6), 755-772.
Cialdini, R. B. (2018). Influence: Science and practice (6th ed.). Pearson.
Eze, C. (2018). Market dominance and brand perception in Nigeria's cement industry. African Journal of Business Management, 12(4), 111-124. https://doi.org/10.5897/AJBM2018.8502
Festinger, L. (2020). A theory of cognitive dissonance. Stanford University Press.
Garcia, M., & Martinez, L. (2021). "Social media influencers and brand image perception: A qualitative study." International Journal of Social Media Marketing, 29(5), 333-348.
Gebremariam, M. (2019). National pride and brand loyalty in Ethiopian Airlines. Journal of Air Transport Management, 74, 55-64. https://doi.org/10.1016/j.jairtraman.2018.10.006
Gomes, L., & Oliveira, R. (2020). Sustainability and brand loyalty in the Brazilian cosmetics market. Journal of Business Research, 17(2), 102-115. https://doi.org/10.1016/j.jbusres.2020.01.004
Gómez, R. (2020). The role of social media engagement in brand loyalty: A perspective from the fashion industry. Journal of Fashion Marketing and Management, 24(3), 397-414. https://doi.org/10.1108/JFMM-01-2019-0012
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2021). The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 38(1), 123-141. https://doi.org/10.1016/j.ijresmar.2020.02.003
Ito, M., & Sakurai, Y. (2021). Consumer trust and brand loyalty in Japan's automotive industry. International Journal of Market Research, 63(2), 212-229. https://doi.org/10.1177/1470785321990875
Kamau, S. (2020). Innovations and brand loyalty in Kenya's telecommunications sector. Telecommunications Policy, 44(9), 101960. https://doi.org/10.1016/j.telpol.2020.101960
Kim, A. J., & Ko, E. (2019). Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 10(1), 16-29. https://doi.org/10.1080/20932685.2018.1500413
Klapper, J. T. (2019). The effects of mass communication. Free Press.
Lee, J., & Kim, H. (2018). "The dynamics of social media engagement and brand image perception in the fashion industry: A quantitative analysis." Journal of Fashion Marketing, 25(3), 112-130.
MartÃnez, R. (2021). Brand image and consumer loyalty in Mexico's bakery industry. Journal of Consumer Marketing, 38(3), 274-288. https://doi.org/10.1108/JCM-10-2020-4048
Moyo, P., & Moolman, C. (2019). Ethical sourcing and brand perception in South Africa. South African Journal of Business Management, 50(1), 33-47. https://doi.org/10.4102/sajbm.v50i1.187
Nabukeera, M. (2020). Consumer trust and brand loyalty in Uganda's telecom industry. African Journal of Business and Management, 14(2), 155-170. https://doi.org/10.5897/AJBM2020.8892
Nguyen, T., & Pham, H. (2019). Brand loyalty and market dynamics in Vietnam's dairy industry. Asia Pacific Journal of Marketing and Logistics, 31(2), 396-411. https://doi.org/10.1108/APJML-08-2018-0304
Sharma, R. (2019). Brand loyalty and market dynamics in India's automotive sector. Asian Journal of Marketing, 23(1), 85-99. https://doi.org/10.1504/AJM.2019.100167
Siriwong, W. (2020). Brand image and customer loyalty in Thailand's convenience store sector. International Journal of Retail & Distribution Management, 48(4), 345-360. https://doi.org/10.1108/IJRDM-12-2019-0398
Smith, A., & Jones, M. (2020). "Cross-industry analysis of social media engagement and brand image perception." Marketing Science Review, 38(2), 89-104.
Vein, D., Nguyen, T., & Tran, P. (2019). "Social media engagement and brand image perception among millennials: A mixed-methods approach." Journal of Consumer Behavior, 32(4), 215-228.
Wang, X., & Zhang, Y. (2023). "Social media engagement, user-generated content, and brand perception in the automobile industry." Journal of Interactive Marketing, 45(1), 56-70.
Wang, Z., & Kim, H. G. (2021). Can social media engagement enhance consumer loyalty to fast fashion brands? A moderated mediation model of customer relationship management and involvement. Journal of Retailing and Consumer Services, 62, 102584. https://doi.org/10.1016/j.jretconser.2021.102584
Wijaya, B. (2020). Consumer trust and brand loyalty in Indonesia's smartphone market. Asian Journal of Business and Accounting, 13(1), 113-130. https://doi.org/10.22452/ajba.vol13no1.6
Yildiz, S. (2018). Innovation and brand loyalty in Turkey's home appliance market. Journal of Product & Brand Management, 27(5), 513-527. https://doi.org/10.1108/JPBM-06-2017-1500
Zhang, L., & Liu, H. (2022). "Luxury fashion brands' social media engagement strategies and their impact on brand image perception." Luxury Brand Management Journal, 14(2), 203-219.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Boniface Eteki
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
