The Impact of Social Media Usage on Branding: The Perspective of Thai Social Media Users

Abstract

Aim/Purpose: This study aimed to investigate the influence of social media usage on fundamental branding impacts, i.e., Consumer Engagement, Brand Awareness, Brand Image, and Brand Loyalty. Its objectives included both direct and indirect effects of social media usage on the above variables.Ultimately, this study aimed to produce empirically based information on how organizations can strategically use social media sites to increase brand capital in the digital age.

Introduction/Background: As the world has become increasingly digitalized, social media websites have emerged as important tools for organizational strategy, allowing consumer interaction, facilitating brand recognition, and building consumer loyalty. Social media platforms such as Facebook, Instagram, and X (Twitter) offer brands immense opportunities for interacting with target markets and constructing brand communities. But whereas there is broad recognition of the strategic
importance of social media in modern marketing theory, the specific causal mechanisms by which social media usage affects important metrics like brand awareness and loyalty are not well understood. This study addresses this gap in the literature by rigorously examining the effect of social media usage on fundamental branding constructs and consequent consumer attitudes and behaviors.

Methodology: A quantitative research design was employed in this study, and Structural Equation Modeling (SEM) was used to rigorously test hypothesized relations among Social Media Usage (SMU) and specified brand-related outcomes. Data were collected from a sample of 300 Thai social media users recruited through a non-probability convenience sampling technique. A carefully crafted web based questionnaire survey was employed to determine respondents' attitudes regarding SMU, consumer engagement, brand reputation, brand awareness, and brand loyalty factors. Data thus gathered were subsequently readied for SEM to analyze the estimated direct and indirect effects hypothesized in the theory framework and thereby evaluate how social media usage translated to the brand's performance indicators.

Findings: Statistical analysis revealed strong empirical evidence regarding the effects of social media usage. Findings indicate that SMU positively and significantly affected consumer engagement, brand reputation, and brand image. These, in turn, were revealed to positively affect brand loyalty. Specifically, path analysis indicated that social media behavior strongly predicted increases in brand awareness (β = .70, p < .01) and improvements in a brand image (β = .33, p < .01). Moreover, consumer engagement, found to be influenced by social media usage, was also identified as a mediating variable that significantly influenced the relationship between SMU and brand loyalty. Additionally, the analysis confirmed brand image and brand awareness as key antecedents, positively predicting brand loyalty. The findings collectively supported the central role of strategically using social media in building brand visibility, creating favorable brand perception, and ultimately inducing
consumer loyalty.

Contribution/Impact on Society: The current research is an essential contribution to the literature in the area of social media marketing, since it presents robust empirical evidence for the direct and indirect effects brought about by social media usage on significant brand-related consequences. The findings specifically elucidated the role of consumer engagement as a mediator in the process towards stronger brand loyalty. Moreover, the study prescribes and examines a model charting the nomological network among SMUs, brand awareness, brand image, consumer interaction, and brand loyalty. The results hold practical importance to marketing managers and firms dedicated to refining and optimizing their social media campaigns to improve branding efficiency and ensure competitive advantage in contemporary marketplaces.

Recommendations: Empirical findings suggest that firms should invest in engaging social media content designed to stimulate active user interaction, thereby enhancing brand visibility and positive perceptions. Maintaining consistent brand messaging across digital touchpoints and strategically leveraging user-generated content is crucial for fostering authenticity and trust. Furthermore, social media campaigns should be planned to simultaneously improve both brand awareness and consumer
engagement, which are essential antecedents for building sustainable brand loyalty.

Limitations of the Study: This research had certain built-in limitations worth mentioning. First, reliance on self-reporting enables response biases, and the application of a non-probability convenience sampling process may constrain the generalizability (external validity) of the outcome outside of the selected sample that was surveyed. Furthermore, the sample was confined to active social media users and so may not be representative of the attitudes or behaviors of the general consumer populace. Finally, the application of a cross-sectional research design inevitably precludes firm causal connections between the variables of interest; reported associations should accordingly be viewed circumspectly in causal terms.

Future Research: Acknowledging current limitations, future research directions include: 1) Implementing longitudinal studies to examine temporal processes and potential causal effects of social media engagement on brand loyalty development over time; 2) Comparing the heterogeneous impacts of different social media platform types (e.g., Instagram vs. Twitter) on branding metrics like awareness, image, and loyalty; 3) Using qualitative techniques (e.g., interviews, focus groups) to gain
deeper understanding of subjective consumer experiences and motivations involved in social media engagement and loyalty formation.