Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Impact of Social Media Sharing on Brand Association of Startups: A Study on It Startups in Hyderabad, India

Author(s): Dr. D. Prasanna and Dillip Kumar Parida

Sharing of information and content on social media makes brand more interactive and makes easy to spread the word about product offerings. The most ideal approach to compose and advantage from this social media marketing factor is as yet developing and we are learning as we go along. From one viewpoint, there are considerable success stories for new start-ups and then again, there are numerous failed cases of utilizing social media strategy.There are numerous factors of Social media marketing and focus on most influenced factor can help to optimise the marketing budget. Social media is an ideal domain for start-ups to build and develop the brand association. The purpose of this paper is to understand the relationship between sharing and brand association along with how a startup company could improve brand association for consumers by sharing information on social media. This article investigates this area by studying and exploring with the help of the Honey Comb of social media framework and brand association from Aaker’s Brand equity Model highlighting how social media sharing can influence the brand association. The findings identify the relationship between sharing elements of social media that affects the brand association towards brand equity.

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