Crtic Review of Social Media

Critical review of Article

This article shows the effects of social media on the brand image. The author raised a problem that

social media is replacing the traditional media in term of brand equity creation (Schäfer, 2012).

Author identifies two communication instruments for creating brand image. One is the company

created brand image and second is user generated brand image, and the user generated brand image

is mostly through the use of Social media.

In this research author used the most important variables that are Traditional Instruments of

Marketing Communication and Social Media Communication as the independent variables, and

further divide the Social Media communication in Firm Created and User Generated. This shows

the effect of this communication on Purchase intention through the Brand attitude. So that was the

also elaborated in the Conceptual Framework of this article. Author used the online survey as data

collection method and selected three different industries for getting the data and analyzes the data

with multiple group analysis and he estimated the configural and metric invariance model.

The author conclude this discussion that whole image relies on user generated communication as a

result of once any client purchase a product andnot realize it well and not realize smart expertise in

grievance handling system and etc. then he can offer his remarks on social media or alternative

mediums through natural philosophy word of mouth. And his expertise sharing are going to be

important for that whole, as a result of this could mildew the image of that whole within the mind

of shoppers. Author additionally concludes that ancient media powerfully result on whole

awareness and social media had tier of contribution in creation of name image (Schäfer, 2012). So

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companies have to manage their good platform on social media, because the can engage with

customers here and can resolve their quarries for creating good brand image.

The research problem which is defined by the author is great, on the grounds that nowadays' social

media is affecting in the life of customers and they spent their most time on social media it can be

Facebook, Twitter and others. Customers are being more serious on which suggestions are given

on the social media about any product. It can be electronic word of mouth that can affect the sales

of any organization of can effect on brand image. If your company has a good image on social

media and your real customers are satisfied then they will generate positive impression about you

image on social media. A customer have thousand friends on social media, if he go through a bad

experience about brand then he will definitely share it on the social