Author(s): Manisha Sharma, Meenakshi Sharma and Anmol Mehta
Purpose: This study aims to investigate the impact of advertising, brand and price on brand image of MSME (Micro, Small and Medium Enterprises) in reference to e-commerce and social media marketing (SMM). Research Methodology: This study involves a survey of 85 MSME firms from Rajasthan, India, using a structured questionnaire which was analyzed using SPSS and Smart PLS tools. Findings: The findings of this study suggest that advertising, brand and price have a significant impact on brand image. Specifically, advertising and brand have a positive effect on brand image, while price has a negative effect on brand image. Moreover, the study found that advertising and brand have a stronger impact on brand image than price. The findings suggest that advertising and branding are important strategies for enhancing brand image, while pricing strategies should be carefully considered. Implications: The implementation of the findings could help marketers to develop effective marketing strategies for improving brand image. This suggests that e-commerce and social media marketers should focus on enhancing their advertising and branding efforts in order to improve brand image. Originality: This study is original in the context that it provides empirical evidence from Rajasthan, India, which has been an underrepresented context in the literature on e-commerce and social media marketing.