• Ritanjali Majhi

Social media provides a way to connect people, share our opinions. Picture and video extensions on social media are a great way of passing time similar to TV, hence it has gained much importance in the field of marketing. Most of the companies in recent times are showing interest on interacting with their customers via social media and promoting their products on different platforms of social media. The current study focused on the role that social media plays in creating the brand awareness among its users and it aimed to find out if the level of brand awareness influences the purchase intension of the customers. The results indicate that the creative content posted by brands, pre/post purchase support that the brands provide online, user responsiveness, brand attitude, brand offerings can motivate customers to interact with brands via social media and create awareness about the brand. It also shows that the level of brand awareness can influence the purchase intension of the customers.

Social media marketing, Brand awareness, Brand building, Customer interaction with brands..

"IMPACT OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.211-225, May-2019, Available :http://www.jetir.org/papers/JETIRBM06034.pdf

"IMPACT OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp211-225, May-2019, Available at : http://www.jetir.org/papers/JETIRBM06034.pdf