Abstract:
Companies are constantly monitor its changes of the brand image. However, it’s also
necessary for them to take into account the rapid spread of social media and the rising
number of social media users. Each company’s aim is to create positive brand image or
if not positive, then at least an image that will lead to profitable results, leading
positions on the market and opportunities for future growth. Therefore, the analysis of
social media and what is the effectiveness of social media platforms on organizations
image toward brands will provide efficient and helpful insights for companies. This
research includes optimizing the advertising and persuading campaigns with tools that
don’t necessarily require the investment of a lot of money. The purpose of this research
is to find out the impact of successful Social web. This research tried to find out the
relationship between independent variable Social media communication and dependent
variable, brand image. By considering above situation and information the researcher
come up with the research problem. What impact of Social media communication has
an ultimate effect on brand image on higher education industry in Sri Lanka? The key
objectives of this research is examine the effect of Social media communication on
brand image and further explore the various dimensions of Social media
communication, measure the relative impact of each Social media dimension on the
brand image, identify the nature of the relationship between Social media
communication and brand image. Data for the research has been collected from primary
sources and for this purpose a questionnaire has been used. Secondary sources are also
used like previous researches, articles on books, journals etc. 202 respondents were
given the questionnaire for this purpose and analyzed those using SPSS software. The
examination of the impact of social media communication on Brand Image
demonstrates that Social Media online communities have huge impact in compare to
other variables(β=0.486). Results of this research also demonstrate that consumers rely
on the opinions of friends and other users regarding the information publish in the
Social media communications and provided by these firms. In conclusion, the
marketers should prioritize social media as their strategy because it does show that the
social media communication has significant, direct and indirect relationships with the
dimensions of brand image in the social media context.
