New Patterns in Brand Communication and the Role of Facebook An Empirical Study

Abstract

The study is an attempt on exploring and establishing the relationship among the four major variables-brand communication strategies, new patterns of brand communication, consumer behaviour and role of Facebook. It also explores the mediating effect of role of Facebook between input variables (brand communication strategies and new patterns in brand communication) and outcome variable (consumer behaviour). Exploratory and Descriptive research is used with the help of quantitative and qualitative methods based on Primary and Secondary data. Primary data is collected through well designed questionnaire from 600 Facebook users using random and convenient sampling and in-depth interviews is conducted with digital marketers of the chosen brands. The brands are strategizing their communication patterns in new, interesting and innovative ways to engage and to attract heavy traffic on Facebook. Facebook exhibits the phenomenon of brand communication in which brands use trendy, inspiring and attractive lines or superimpositions or fashion jargons which actually entice the consumer on Facebook. Facebook interactivity can be focused in terms of content creation, strategizing brand and its assessment. Role of Facebook is significant and positive and have strong relation with consumer behaviour. It is found that brand communication strategies and new patterns in brand communication have an impact on role of Facebook and consumer behaviour. There is partial mediating effect of role of Facebook between brand communication strategies and patterns of brand communication with purchase behaviour. It confirms the presence of Facebook as branding platform results in changed purchase behaviour.Model fit indices for all dimensions and variables and their proposed relationship taken under study had acceptable fit. The personal biasness of respondents couldn t be ignored.