Abstract:
Social media platforms have become a communication hub where information on
brands is sought out and shared. The study seeks to determine what the implications
are for brand choice through consumer engagement on social media platforms. The
study followed an exploratory cum descriptive design and was cross-sectional in
nature. Applying a quantitative approach, the study obtained feedback from 400
respondents, selected using a convenience sampling method. The electronic survey
was made up of closed-ended questions that were analysed using MS Excel (2016).
One of the key findings and original contributions the study makes is that users’
activity on social media platforms is multidimensional. The dimensions revealed in
this study are the preference, influence, surveillance, support, and engagement. One
of the implications for brand choice indicates that social media has a substantial
influence on consumers’ decision-making when selecting a brand. Another
implication is that social media elevates the brands choice through increased status
and reputation emanating from consumer engagement. Moreover, organizations
should join conversations on social media platforms to monitor and preserve the
positive image of the brand and understand that social media has caused a power
shift of the brand in favour of consumers.