Impact of Social Media on Consumer Brand Equity and Attitude towards Products - Research Paper Example

The paper “Impact of Social Media on Consumer Brand Equity and Attitude towards Products” is an informative example of the research paper on marketing. Recently, there has been a loss of brand authenticity and an increased impact on consumer awareness. There is a current improvement in marketing communication as a result of the emergence of the social web. There is a continued shaping and replacement of traditional brand communications that were under the control and administration by brand and marketing managers (Assadourian, Renner, Starke & Worldwatch Institute, 2012). Due to the increased growth of social media platforms in recent years, there has been the need to understand there has been any impact on the marketer’s control over brand management. In this age where the use of social media is at its peak, there is the need to know the impact of company-generated communication and consumer awareness of brands and the impact of consumer online content generation on brand importance.

Through social media, a platform is created where an opportunity for consumer interaction with customers is facilitated, thus companies do not need to participate in brand communication. Furthermore, there is a change in consumer behavior where the use of traditional social networks such as television and radio to get information about a product has become obsolete and there is the increased use of online social networks (Bambauer-Sachse & Mangold, 2011). The focus of this article is to contribute towards the greater attempt to understand the gap in knowledge with regards to the impacts of firm-created and user-created social communication on consumer awareness about a particular brand of products. In addition, it attempts to compare the impacts of social media communication, based on their differences on the basis of company control. Thus, two objectives are formed that are important for companies, brand managers, and researchers.

Problem Statement
Creating the right attitude towards the consumption of a product has been more and more important in the present retail world. In the state of the current poor environmental conditions and climate change, there are problems associated with the disposal of wastes and high rates of pollution while the economic crisis remains a significant issue.