Crtic Review of Social Media

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media that will create negative

brand image.

Author use two major independent variables in research, both are very important. One is company

created communication and second is user generated communication so both will be very

important for creating the brand image and that will leads towards the purchase intention.

Customer will decide through image of that product that either he have to purchase or not.

The field of this research is bit new because social media is influencing factor in this era, which

was not in past. So this field of study has many things to be explored, and many researchers are

working on the factors of social media influence on business but the reasoning of their reaction on

brand matrix concentrate on a promoting conclusion that has been ignored in research so far. Also

we go for compare the firm created and user generated communication in term of company

supervision.

2014

3 | P a g e

The study of this author is significant because his conceptual framework is easily understandable

and showing the exact relationship with one another. His hypotheses that Traditional media put

impact on brand awareness and Social media put impact on the Brand image. These findings are so

far authentic. Author put his contribution in research with identifying both new variables and he

shows the relationship of in effect of brand image.

This research increases the knowledge about the effects of social media on business in term of

brand equity creation. But according to my point of view just brand equity creation is not enough.

Brand equity has its own importance but the main thing is purchase intention. You have to measure

the purchase intention of customer with the effect of social media communication. Purchase

intention will increase you sales and definitely sale will increases you revenues that will lead to the

growth of the organization, so if the dependent factor will be the purchase intention then we can

mold our studies in the field of growth of organization or the revenues.

In future I would like to work on social media affects but my findings will be in form of financial

changes. That social media is how much improving your sale and revenues. I will try to identify

the impact of social media on shareholder’s and her intention to purchase the shares of that

organization that will also link with the financial growth of organization. Another variable could

be the sponsorship on social media for different contents. I will try to identify the role of social

media on Local Level business, and how social media affects the local level business.

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