Impact Of social media As a Brand Communication Tool on Clients of Micro Financial Institutions in Coimbatore

Abstract

Social media is a computer-mediated technology that facilitate the creation and sharing of information, ideas, career interests and other forms of expression through virtual communication and networks. Contemporary organizations develop a variety of methods to build a strong brand as part of their business strategy. Numerous research works have been carried out in marketing field and very few research have been in human resources. The brand is often evaluated as a company’s most valuable asset to ascertain its image and sustainability. The main objective of the study is to evaluate the perception of clients towards brand communication factors and for the same a sample of 300 was collected from the clients of micro financial institutions. Few pertinent tools were applied such as, descriptive statistics, Kruskall Wallis test, Oneway ANOVA and multiple regression to analyse  the factors on brand awareness and brand engagement to assess its impact towards brand loyalty of the clients.

Subject Classification: 90B16, 90B18