Role of Social Media Marketing in Brand Building and Customer Engagement at Srishti Innovative, Trivandrum

Abstract

Social media marketing has emerged as a powerful tool for brand building and customer engagement in the digital era. This study examines the role of social media marketing at Srishti Innovative, a technology services company headquartered in Trivandrum, India. Specifically, the study investigates: (1) the association between social media platforms used and customer engagement patterns, and (2) customers’ perception towards the company’s brand. Data were collected from 150 customers using a structured questionnaire. Chi-square test and One-sample t-test were employed for statistical analysis. The Chi-square test revealed no significant association between the social media platforms used and customer engagement variables (p > 0.05), indicating that engagement quality is platform independent. The One-sample t-test demonstrated that customers hold a significantly positive brand perception across all dimensions brand awareness, trustworthiness, quality, brand experience, customer reviews, and brand promises with all values exceeding the neutral threshold (p < 0.05). The findings suggest that consistent and quality-driven social media content, irrespective of platform choice, contributes to a favourable brand image.