A comparative study of potential of various social networks for target brand marketing

Social Networks are imperative source of data analysis due to availability of data in high volume. Data available on these social networks have diverse features and utilities for different organizations. Marketing of brands on social networks is a vital step for business organizations these days. Customer brand perceptions and their purchasing decisions are highly influenced by Web communications and social networking services. There are many business organizations who are marketing their brands on every social network with the aim of driving high user traffic but in actual, they are facing low user engagement towards their brand posts. It has also been observed that there are business organizations that still consider only Twitter and Facebook for brand marketing ignoring potential of other social networks. Thus, the aim of study is to analyze potential of various social networks in enhancing user engagement level for various brands and also finding reasons for variation in the user engagement level for same brands on different social networks. The present paper gives an insight to business organizations in enhancing their marketing strategy on suitable social networks. A case study has been given to compare and highlight potential of various social networks in increasing user engagement for brand information.