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Social media influences brand perception and consumer behavior from "summary" of Marketing 4.0 by Philip Kotler,Hermawan Kartajaya,Iwan Setiawan
Social media has transformed the landscape of marketing by acting as a powerful conduit through which brands communicate with consumers. It shapes how consumers perceive brands, often serving as a preliminary touchpoint before any direct interaction occurs. The dialogue between brands and consumers is no longer a one-way street; it encourages engagement, feedback, and community building. This interaction fosters a sense of belonging and loyalty among consumers. User-generated content plays a pivotal role in shaping opinions. Reviews, testimonials, and shared experiences create a collective narrative that influences potential buyers. A single post or tweet can sway perceptions, emphasizing the importance of maintaining a positive online presence. Brands must actively manage this narrative, responding to criticism while amplifying positive feedback to enhance their image. Visual storytelling is another crucial element. Platforms that emphasize visuals allow brands to conve...
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