Relationship Between Brand Engagement and Social Media Marketing
V. R. Neeraja1, M. Nirmala Mohan2

1V. R. Neeraja, Full Time Ph.D Research Scholar, Department of Commerce, Madras Christian College Autonomous, Chennai (Tamil Nadu), India.
2Dr. M. Nirmala Mohan, Associate Professor Head, Department of Commerce, Madras Christian College Autonomous, Chennai (Tamil Nadu), India.
Manuscript received on 29 November 2019 | Revised Manuscript received on 21 December 2019 | Manuscript Published on 31 December 2019 | PP: 213-218 | Volume-8 Issue-4S3 December 2019 | Retrieval Number: D10821284S319/2019©BEIESP | DOI: 10.35940/ijrte.D1082.1284S319
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Abstract: This empirical study aims to explore the relationship between brand engagement and social media marketing among the students of higher education institutions in Chennai city of Tamil Nadu. This research study adopts primary survey method with the help of structured questionnaire collected from 388 students those who uses social media networking sites. The result indicates that Integration, E-WoM, Social Media Advertisement, Social Media Interaction and Brand Attitude are the major factors determining the brand engagement among students. The cluster classification and discriminant functions shows that two groups are significantly form namely, low brand engagement groups and high brand engagement groups in their order of dominance. To conclude, it is necessary to create interaction between the customer and brand and consumer to consumer to identify the impact of communication on brand equity.
Keywords: Social Media Marketing, Brand Engagement, Students and Attitude.
Scope of the Article: Marketing and Social Sciences