The Role of Integrated Communication Strategies with Social Media in Creating and Nurturing Relationships with New Brands: A Consumer Behavior Perspective

Georgiana Rusu (), Mihai-Cristian Orzan (), Petre Sorin Savin (), Elena Goga () and Mihai Prelipcean ()
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Georgiana Rusu: The Bucharest University of Economic Studies
Mihai-Cristian Orzan: The Bucharest University of Economic Studies
Petre Sorin Savin: The Bucharest University of Economic Studies
Elena Goga: The Bucharest University of Economic Studies
Mihai Prelipcean: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2023, vol. 1, issue 3, 56-63

Abstract: Social Media has become integral to our daily lives in a hyper-connected world where the digital environment becomes an important part of the consumer's life. With the proliferation of new brands in the market, it has become essential for businesses to adopt effective communication strategies that integrate social media to build and maintain relationships with their customers. New brands face great challenges when it comes to establishing themselves in the market and building relationships with customers. Each brand must adapt to the target audience and communicate effectively with them in order to gain long-term loyalty. Understanding how the consumer connects with a new brand is the key to building an effective long-term communication strategy that will bring results from a marketing and business point of view. The purpose of our research is to understand consumer preferences when it comes to new brands on Social Media. We carried out quantitative research by using the survey method focusing on finding out what really matters to the consumer so that we can come to the aid of new brands thereby they can adapt their integrated communication strategies with Social Media. The research findings indicate that respondents place the utmost importance on the inclusion of genuine narratives and customer feedback from previous product or service users when considering the content that new brands should produce. Furthermore, an analysis of the data reveals discernible preferences based on the age demographics of the participants. The results show that irrespective of age, the presence of brands on social media platforms exerts a substantial influence on consumer loyalty and support.

Keywords: Consumer Behavior; Integrated Communication Strategies; Online Advertising. (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2023
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