Journal of Statistics & Management Systems

ISSN 0972-0510 (Print), ISSN 2169-0014 (Online)

Vol. 26 (2023), No. 3, pp. 745–754
DOI : 10.47974/JSMS-1063

Factors influencing social media marketing having the impact on

brand awareness and brand image

Ankita Sharma *
KIET Group of Institutions
KIET School of Management
Ghaziabad 201206
Uttar Pradesh
India

Rachit Agarwal †
University School of Business
Chandigarh University
Mohali
Punjab
India

Shubham Aggarwal §
KIET Group of Institutions
KIET School of Management
Ghaziabad 201206
Uttar Pradesh
India

Abstract
The purpose of the study is to identify the factors influencing social media marketing
that have an impact on brand awareness and brand image. In this study, data is collected
from 366 respondents using primary data collection method. The result found that YouTube,
Facebook and Twitter are the most reliable social media platforms for users. Furthermore,
influencers also contribute more to making the brand successful. Most of the users trust on
influencers recommended brands and products for their own decision making. This study

*E-mail: [email protected] (Corresponding Author)

†
E-mail: [email protected]
§
E-mail: [email protected]

©
746 A. SHARMA, R. AGARWAL AND S. AGGARWAL

will be helpful for the social media managers, companies for brand promotion, and their
decisions regarding influential marketing.

Subject Classification: 91B42, 91B99, 91E30.

Keywords: Purchase intention, Brand awareness, Social media marketing and Brand perception.

Introduction

Social network has radically changed how people communicate

with one another about almost any subject, including health, education,
technology, etc. as well as how marketers reach their target audiences to
advertise their products. The efficacy of a brand’s image or reach can also
be increased using social media sites like Twitter, Instagram, Snapchat,
and YouTube, as well as platforms for microblogging, image and video-
sharing. Customers utilize social networks (SN) more frequently to stay
informed about the businesses and goods they are interested in. Instagram
is expanding the fastest. Online and digitally influenced buyers have
increased in recent years correspondingly, to 260–280 million and 210–230
million in 2021 due to the explosive growth of internet users, according
to a study from Live Mint. According to research by Accenture, over eight
out of ten social media users in India currently utilize social commerce to
make purchases. Despite having a developed market, over half of Indian
consumers report making more impulsive purchases than planned ones,
according to the research. The estimated $800 million social commerce
business in India is social media platforms like Instagram, Facebook, and
WhatsApp are the main driving forces. According to another survey, these
channels primarily cater to consumers in India’s smaller cities and deal
with non-branded products like clothing, cosmetics, footwear, electronics,
and household goods.
Influencers on social media are those who have built a name for
themselves as subject matter experts. On their favorite social media
platforms, they post about that topic a lot, gaining significant followings
of devoted, perceptive individuals who pay careful attention to what
they have to say. This increases small companies’ visibility, which offers
a greater return on investment than other marketing channels, and aids
large brands in attracting more customers.
FACTORS INFLUENCING SOCIAL MEDIA MARKETING 747

Literature review
Kostygina et. al., (2020) identified sources using social media
influencers of messages generated, shareable content and campaign brand,
and a larger daily volume of tweets and daily reach. When compared to non-
influencers, influential individuals tend to post more branded/shareable
content and send out fewer organic messages. In a different study, it was
discovered that people incline toward influencers more than celebrities,
and trust influencers more than celebrities in Schouten et. al., (2020).
Chan, (2021) investigated that both children and adults learned brand
names from YouTube videos with product recommendations. The power
of digital influencers to persuade managers to purchase the recommended
vendor’s goods and services increases. According to Ingrassia et. al., (2022),
choosing an influencer to endorse products and services is evolving into
a new, more straightforward open innovation communication technique.
Many influencers use their accounts as displays for their transmedia
projects and distribute educational resources as part of their mission.
According to van Reijmersdal et. al., (2020), the disclosure made before
the start of films is a better process shown by disclosing memory, it
results in a significantly improved understanding that the information is
sponsored. Understanding elicits many important viewpoints about the
video’s sponsored material and outcomes fewer favorable perceptions
of the companies, the videos, and consequently, the influencers. Mañas-
Viniegra et. al., (2019) mentioned when these awareness aspects are very
visible, more attention is paid to the flaws that curvaceous influencers are
bringing to light than to the fashion they advocate. Additionally, curvy
complete models’ accessories receive more attention than the influencers’
do. Balenche et. al., (2020) investigated how dedicated influencer followers
are to the advertised product and how interested they are in brand-name
goods. Renchen (2020) found that the credibility of Communication vogue,
the real-life nature of influencer postings, and the degree of influencer
network involvement all contribute to increased product reach and sales.
According to Martínez-López et. al., (2020), the post’s perceived business
focus greatly reduces the influencer’s trust. The findings also indicate that
in predicting post quality, which subsequently forecasts curiosity and
the propensity to seek out a lot of information, the influencer’s trust is
important. Dalziel & de Klerk (2021) briefed that feminine generation Y
customers have a favorable perspective on beauty merchandise which this
perspective is influenced by their subjective norms. Doshi et. al., (2022)
found in his studies the performance of celebrities Declines, whereas
748 A. SHARMA, R. AGARWAL AND S. AGGARWAL

the performance of Nano-influencers improves. According to Rundin &

Colliander (2021), there are three primary roles: co-creator (with the sub-
roles of authority and co-designer), co-owner, and representative (with
the sub-roles of signboard, stylist, and ambassador) (with the sub-roles
sole man of affairs, supporter, and partner. According to Tafheem et al.
(2022), user-influencer temperament congruence may be a key indicator
of para-social relationships and an elapid snake, both of which have a
significant impact on client engagement as a whole.

Objectives of the study

There are following objectives of the study:

1. 
To identify the genuine social networking platforms where
influencers congregate.
2. To understand the influencer’s role in the organization’s image,
brand awareness, and brand promotion.

Research methodology

To collect data, both primary & secondary sources have been used.
Initial data was gathered by using structured questionnaire. Secondary
data was acquired from internet, periodicals, magazines, etc. Online
distribution method was used to collect the responses. Although a sample
size of 400 people was selected, only 366 responses were successfully
received.

Analysis & interpretation

Demographic Profile

Table 1 explains the age, gender and area of residence of the

respondents. In this study, mostly respondents belong to age 26 to 35
years and 15 to 25 years age range, which shows the maximum users of
the different social media platform.
There were approx. 60 percent females and 39 percent males in the
study. Out of 366, 77 percent respondents belong to metro Politian city and
rest belong to rural area.
FACTORS INFLUENCING SOCIAL MEDIA MARKETING 749

Table 1
Demographic Profile of Respondents

Demographic
Age Frequency Percentage
Factor

15-25 age 143 39.1

26-35 age 180 49.2

Age
36-45 age 40 10.9

45 above 3 0.8

Male 144 39.3

Gender
Female 222 60.7

Metro Politian City 282 77.0

Area of
Residence
Rural Areas 84 23.0

Table 2
Genuine Influencers on Social Media Platform

Factor Frequency Percent

Facebook 36 9.8

Instagram 184 50.3

YouTube 125 34.2

Twitter 21 5.7

Total 366 100.0

Table 2 displays social media users’ presumptions about real

influencers and where they were most likely to find them. Instagram,
according to 50.3 percent of users, is the finest social media site where
users can’t dispute the authenticity of influencers. This is followed by 9.8
percent on Facebook and 34.2 percent on YouTube. Twitter, according to
5.7 percent of users, is another place where real influencers can be found
after Instagram, Facebook, YouTube, and Twitter.
750 A. SHARMA, R. AGARWAL AND S. AGGARWAL

Table 3
Reason of Purchasing the Product on Influencers Advice

Frequency Percent
Compared to other advertising channels,
influencers are the source of information that I 115 31.4
perceive to be more reliable.
Observing influencers on social media enables
163 44.5
me to learn about new market trends and goods
My primary motivation for the influencers on
88 24.0
social media is their new and original stuff
366 100.0

The influencer recommendations on customers’ pre-purchase

intentions were listed in Table 3. 44.5 percent of users reported that they
always follow influencers on social media to learn about new trends and
products. When compared to other forms of advertising, 31.4 percent of
consumers said they viewed influencers to be a more reliable source of
information before making a purchase. The major reason that they follow
is because of the fresh, innovative stuff. 24 percent of people claimed that
social media influencers exist.

Table 4
Purchasing of Promoted Product by Influencers

Frequency Percent
Yes 123 33.6
No 98 26.8
May be 145 39.6
Total 366 100.0

Table 4 provided information on consumer decisions regarding

whether or not to buy products that influencers advertise. When asked if
they buy products that influencers advertise, 33.6 percent of respondents
replied “yes,” while 26.8 percent said “no.” 39.6 percent of respondents
expressed no opinion.
FACTORS INFLUENCING SOCIAL MEDIA MARKETING 751

Table 5
Prefer to watch on social media through influencers

Frequency Percent
Product Reviews 170 46.4
Product Tutorial 158 43.2
Product Price 20 5.5
Discount 18 4.9
Total 366 100.0

Table 5 displays the social media users’ preferences for brand-related

product viewing. Users who indicated they enjoyed watching product
reviews made up 46.4 percent of the total. While 5.5 percent and 4.9
percent, indicated they enjoy watching product prices and discount plans
on social media, 43.2 percent prefer to watch product tutorials.

Figure 1
The influencer category receives the most social media followers

The influential category most frequently followed on social media is

depicted in figure 1. 366 respondents, chose numerous options. People
prefer to view the educational content on social media by 23.72 percent.
15 percent of individuals enjoy watching content related to clothing and
fashion. 17.36 percent of users prefer to view content on social media about
beauty products and skin care. 15.43 percent of viewers enjoy watching
gym & health diet supplement material that promotes a healthy lifestyle.
9.35 percent enjoy watching tech-related stuff. Resting place 13.99 percent
of viewers enjoy comedy & prank channel and gaming programming.
752 A. SHARMA, R. AGARWAL AND S. AGGARWAL

Limitations of study
Data gathered from residents of Delhi NCR served as the foundation
for the recent study. The findings of this research may therefore differ
from those of studies conducted in other regions of the nation because
India is a diverse nation. The geographic scope of this investigation is
likewise constrained. Sample size was limited due to some reasons. In
further studies, there can be the large sample size from different cities
to cover major portion of the country or state, which will give the clearer
picture about the study.

Conclusion
Social media is the priority for any business nowadays. In this study, it
has been concluded that social media marketing has the significant impact
on consumer brand awareness, brand perception and purchase intent. It
has been found that females belong to metropolitan cities are users of
influencers. Instagram and YouTube are found most genuine social media
platform for the users. People feel the role of influencers in their decision
about new products and trends is significant and influencers enable them
to learn new things. Many followers and users on social media prefer to
watch the content through influencers page and they follow their advices
and recommendations for their decision.
It can be concluded that social media has the meaningful impact on
people’s life and their decisions about product purchase and awareness
about the market. Policy makers, industrialist, social media content creator
and other stakeholders can study the impact of influencers marketing in
social media era.

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