CONSEQUENCES OF MOBILE PHONE USERS’ BRAND ENGAGEMENT ON SOCIAL MEDIA
The study "Consequences of Mobile Phone Users’ Brand Engagement on Social Media" investigates the multifaceted dynamics of consumer-brand interactions within the realm of mobile phones on social media platforms in Karnataka, India. With the digital landscape continually evolving, understanding how brand engagement influences consumer behavior and brand-consumer relationships becomes crucial. This research delves into the impact of brand interactions on consumer behavior, brand perception, market strategies and user experiences. The study, conducted using a descriptive research design with a sample size of 110 in Karnataka, includes primary and secondary data sources. The need to explore the consequences of brand engagement arises from the significant role of social media in shaping consumer choices, enhancing brand loyalty, influencing brand perception and offering insights into the dynamic market of mobile phones. The regional specificity of Karnataka, known for its active social media presence, provides a unique context for understanding brand engagement in the mobile phone industry. This research aims to deliver valuable insights into consumer-brand relationships in the digital age, particularly focusing on the consequences of mobile phone users’ brand engagement on social media within the distinctive cultural milieu of Karnataka.
Mobile Phones, Brand Engagement, Social Media and Consumer Behavior.