How do digital communications and social media impact consumer-

brand interactions and relationships?

How do they impact brand communities?

Progress Report - 2

FT213040 KSHITIZ AGRAWAL

FT213072 SAMARTH LAHOTI
FT213099 RAJARSHI MODAK
FT214038 MANU ARAVIND S
FT214076 SOUMYADIP SEN
Findings through various research works done to identify the impact of social media

platforms on consumer-brand interactions has yielded the following results –

 Online based brand community on social media platform attracts younger population

(Gen-Z) and thereby increase the customer base for the organization.

 Consumers who interact in brand-related social media are more personally connected

to products, are more likely to humanize brands (known as anthropomorphism), have

brand relationships of greater quality, and are more pleased with brand loyalty and are

willing to recommend.

 Brand communities have helped the brands in instilling promise.

Brand communities such as Harley owners group, PlayStation community, BeautyTalk etc.

provide platform for instant interactions. Customers are presented with the content of these

brand groups on social media channels. The consumers exchange their thoughts, insights and

feedbacks about the services/products while encouraging others as well to purchase the

products and services. Consumers are no longer passive listeners and spectators, rather they

have now become promoters. Social impact, openness, media richness, awareness gains and a

sense of belonging are the variables that affect brand loyalty by practices carried out on social

media platforms in online brand communities.

RedBull branding strategy – They created a compelling Instagram campaign. RedBull used

the power of social media by emphasizing heavily on digital marketing. They have

successfully used hashtags and have stressed catchy slogans in order to create communities

and improve their customer relationships. The aim of their Instagram campaign was to raise

the Australian market's visibility and sales of their tropical flavored "Summer Edition" energy

drink. With a strong emphasis on convenience and brand creation, right before the summer

struck, Red Bull led the way for their real campaign with a promotional preview. They

incorporated yellow filters through a variety of photographs and videos depicting traditional
summer days in order to keep viewers hooked on the fresh appearance of the cans. The brand

was twice as likely as any of its closest rivals to be aligned with the theme of the

#thissummer hashtag.

Following results were achieved by RedBull following this campaign:

 10-point lift in top-of-mind awareness

 9-point lift in favorability

 7-point drop in the unconvinced market

 1.2 million Consumers reached

The remarkable growth in its customer base is due to its digital campaign which are full of

emotions. In addition, the tagline "RedBull gives you wings" has become a colloquial that

appeals to ordinary people with its increasing brand awareness.