Social Media Brand Engagement and Brand Image of Prada

Brand Engagement in Social Media

Brand engagement in social media has taken on a new role in recent years with the influx of online discussion both with and about brands. From Facebook pages and Twitter handles to YouTube parodies and mobile apps, brand engagement is happening every day, whether the brand is involved and aware or not.

Prada’s Strategies of Social Media Engagement

As more and more brands are pursing various strategies to connect with their consumers, they are looking to tap the potential of social media to engage with their consumers. Among these, Prada has also developed various strategies of social media engagement by being active on various social media platforms to engage with their European consumer market.

The Influence of Brand Engagement on Social Media

Social media is an omnipresent source of information and influence in today’s society. By identifying online patterns of the European consumers, as well as which social media platforms are effective in engaging with this market, Prada can identify how to engage this market to create a positive brand image.

Research Method

In order to achieve this purpose, the current study studied the perceptions of European consumers to understand their brand engagement patterns on social media and whether brand engagement can influence the positive brand image. The current study specifically investigated the influence of brand engagement of Prada, a leading fashion luxury brand, on its brand image. The study used the quantitative questionnaire survey method to investigate this purpose.

Findings and Implications

Overall, the findings of this study affirmed the proposed hypotheses that there is a significant influence of social media brand engagement activity of Prada on its brand image. The study also indicated that brand engagement on social media influences the post-brand image, cognitive absorption, brand equity and loyalty, and purchase intention of European consumers towards Prada’s luxury fashion products.

Building Brand Equity and Loyalty

When comparing the scores of brand image before and after social media brand engagement activity, the European consumers reported significantly higher and positive attitudes towards the brand image of Prada. The findings of this study indicated that for Prada and other brands to succeed in social media, they must engage both online and offline with actual, perceived and potential audiences to build awareness and relationships. By getting in and staying in the conversation, brands will have a better chance of building both brand equity and brand loyalty.

Choosing Spokespersons and Advocates

In addition to the brand managers, the chosen spokespersons and advocates including celebrity endorsements must be aligned with the image of the brand, but relatable to the key audience.

Conclusion

This research has great significance in providing a theoretical and practical basis for setting a strategy for social media users to engage with brands to improve the brand.