Open AccessSOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS
Author(s) -
Ajit Jain
Publication year - 2021
Publication title -
information technology in industry/information technology in industry
Language(s) - English
Resource type - Journals
eISSN - 2204-0595
pISSN - 2203-1731
DOI - 10.17762/itii.v9i1.278
Subject(s) - social media , advertising , brand image , social media marketing , marketing , business , digital marketing , political science , law
The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.