A GENERAL MANAGEMENT PROJECT

ON

“EXPLORING THE EFFECTIVENESS OF ONLINE PLATFORMS IN

BUILDING BRAND AWARENESS.”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF

MASTER OF MANAGEMENT STUDIES (MMS)

Submitted by:

“ADITYA MAHENDRA MAHESHWARI”

(ROLL NO: 90)

Under the Guidance of

Dr. Manmeet S. Barve

Associate Professor (Marketing)

Batch: 2021-23

MET INSTITUTE OF MANAGEMENT

BANDRA WEST, MUMBAI – 400050
A Marketing project on

“EXPLORING THE EFFECTIVENESS OF ONLINE PLATFORMS IN

BUILDING BRAND AWARENESS. ”

Submitted in partial fulfillment for the award of the degree of

Master of Management Studies (MMS)

(Under University of Mumbai)

Submitted by
Aditya Mahendra Maheshwari
Roll No: 90

Under the Guidance of

Dr. Manmeet S. Barve

Associate Professor (Marketing)

MMS (2021-23)

MET Institute of Management, Mumbai, India

ii
CERTIFICATE

This is to certify that project titled “Exploring the effectiveness of online platforms in
building Brand awareness” is successfully completed by Mr. Aditya Maheshwari during
the IV Semester, in partial fulfilment of the Master’s Degree in Management Studies
recognized by the University of Mumbai for the academic year 2021-2023 through MET
Institute of Management, Mumbai. This project was original and not submitted earlier for
the award of any degree / diploma or associateship of any other University / Institution.

___________________________ ________________________

Guide: Dr. Manmeet S. Barve Director: Dr. Swati Lodha

Professor (Marketing), METIOM METIOM
Place: Mumbai Place: Mumbai
Date: Date:

iii
DECLARATION

I hereby declare that this Project Report submitted by me to the MET Institute of
Management, Mumbai is a bonafide work undertaken by me and it is not submitted to any
other University or Institution for the award of any degree / diploma / certificate or
published any time before.

Name: Aditya Maheshwari (Signature of student)

Course: Master in Management Studies (MMS)

Roll No : 90

Date:

Place: Mumbai

iv
ACKNOWLEDGEMENT

I wish to take this opportunity to express of deep appreciation to Dr. Manmeet S. Barve,
Associate Professor (Marketing), MET IOM for providing his valuable guidance, training,
giving insights, comments & suggestions, and overall support towards the completion of this
project successfully.

I wish to take this opportunity to express my deep gratitude to Dr. Swati Lodha, Director, MET
IOM, MMS who have helped, encouraged, inspired and enlightened me with their
constructiveideas and overall support towards the completion of this project successfully. I
want to thank Mumbai Educational Trust Institute of Management, Mumbai for giving
me this opportunity and to gain theoretical and practical knowledge through this work. Last
but not least, I would thank all my friends who have directly or indirectly helped me to
complete the paper.

Name of Student: Aditya Maheshwari

Roll No : 90

Signature:

Date:

v
EXECUTIVE SUMMARY

This study aims to analyze the impact of online platforms on brand awareness in the
market. With the rapid growth of e-commerce and online marketing, companies are
increasingly using online platforms to promote their brands and engage with customers.
This study seeks to understand how online platforms such as social media, search
engines, and e-commerce websites influence brand awareness and purchase decisions.

The study will use a mixed-method approach, including a survey of customers and
interviews with marketing professionals. The survey will collect data on customers'
awareness of different brands, their online behaviors, and their perception of the impact
of online platforms on their purchase decisions. The interviews with marketing
professionals will provide insights into best practices for leveraging online platforms to
enhance brand awareness and customer engagement.

The study findings will provide valuable insights for companies looking to improve their
online marketing strategies and increase brand awareness. The study will highlight the
importance of creating a strong online presence and engaging with customers through
online platforms. The study will also identify key success factors for online marketing,
such as creating high-quality content, using targeted advertising, and leveraging customer
data to personalize marketing campaigns.

Overall, this study will contribute to the understanding of the impact of online platforms
on brand awareness in the market and provide recommendations for companies looking
to enhance their online marketing strategies.

vi
TABLE OF CONTENT

Sr. No. Contents Page No.

I Cover Page I

II Title page II

III Certificate III

IV Declaration IV

V Acknowledgement V

VI Executive Summary VI

VII Table of Content VII

VIII Table of Figures VIII

1 Introduction 1

2 Literature Review 16

3 Research Methodology 22

4 Data Analysis 24

5 Conclusion 28

6 Bibliography 30

7 Annexure – I 32

Annexure – II - Synopsis 35

vii
TABLE OF FIGURES

Sr. No. Contents Page No.

1 Figure 1 – Brand? 1

2 Figure 2 – Brand Awareness Model 2

3 Figure 3 – Steps for Brand buidling 8

4 Figure 4 – Brand equity pyramid 11

5 Figure 5 – Piecharts/Graphs 24-27

viii
Exploring the Effectiveness of Online Platforms in Building Brand Awareness

1. INTRODUCTION

Brand awareness is a crucial aspect of building a successful business. It refers to the extent to
which consumers recognize and remember a particular brand, including its name, logo, and
products or services. In today's digital age, building brand awareness through online platforms
has become increasingly important as more and more consumers use the internet to research
and purchase products and services.

Online platforms such as social media, search engines, e-commerce websites, and mobile apps
have become essential tools for businesses to promote their brands and engage with customers.
These platforms offer various opportunities for businesses to build brand awareness, including
creating high-quality content, running targeted advertising campaigns, and leveraging
customer data to personalize marketing messages.

However, building brand awareness through online platforms can be a complex and
challenging process. The competition for consumers' attention is fierce, and businesses must
constantly adapt their online marketing strategies to keep up with changing trends and
consumer behaviors. Additionally, online platforms are constantly evolving, and businesses
must stay up-to-date with the latest developments to remain relevant and effective.

The purpose of this project is to suggest ways to inform the market of your brand through the
media. In particular, the market trend observed for consumer goods over the past years is the
high level of brand awareness in consumer behavior. To meet this demand for consumer
behavior, Edu-tech companies on the market are trying to sell their products as brands. Brand

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awareness is a daunting task in such a market. Meanwhile, market advances in terms of

knowledge and maturity also offer new marketing opportunities and methods. The proposed
paper addresses this issue by providing the best way for businesses to promote the brand
through traditional and new media. Consumer behavior varies from consumer to consumer, is
influenced by purchasing habits and decisions, and is constrained by psychological and
traditional media. During this technical period, the three Ws, the World Wide Web, are
centered around people who are influential in social and professional circles and who lead to
online purchases and awareness.

WHY IS BRAND AWARENESS NECESSARY?

Brand awareness world is a technical world and in light of the prominence of intuitive media
and most recent technologies, routine marketing has changed asorganizations and clients have
both changed; there is a revolution in marketing and trade through giving various service, for
example, interchanges, data get to andpromote brand awareness, saving money, protection,
advertising, training, purchasing and offering, which additionally opens up potential outcomes
in the zones of marketing, costumers behavior and criticism, lower exchanges and requesting
expenses, and consumers maintenance.

The Internet has created channels for both business manager and consumers to attain their own
particular objectives as it empowers organizations to achieve their clients worldwide, and
consumers of all age gatherings utilize this channel to research, select, and purchase products
and service from organizations as far and wide as possible. Business and consumers must

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exploit this data. Presently very nearly all business are doing their awareness in Contrast route
by traditional media which is newspaper, magazines, billboard, print advertising, TV, radio,
and Online by utilizing their sites as live showrooms of their products and service on the
grounds that organizations have watched an addition in client fragments for online shopping.

Online marketing platform scenario in india

India is the third largest internet community in the country. Since the spread of the Internet,
advertising methods for communicating with the general public have been established. The
tremendous growth that computer-aided marketing has shown cannot be combined with any
other method. Admiring India's new scenario These people are aware of the web and use it in
their daily lives for a variety of reasons. Then there is a thriving internet marketing industry in
India. Throughout India, internet connectivity is the driving force behind computerized
marketing abuse. India's shopping spotlight is growing both online and offline. India is a new
vulnerable to the explosive growth of online shopping, but online purchases will typically halve
each year over the next few years. The world is currently the third largest Internet user country
with more than 120 million Internet customers, and the rapid development of flexible exchanges
to increase the number of customers to more than 330 million by 2015. Is required. Web-based
life is driving the growth of digital marketing.
The increasingly stable socio-economics of young Internet users spend additional time and
resources digitally, thus influencing customer habits. Books, shopping gadgets, travel, money-
related government, clothing and luxury treatments are regular items online.
Online shopping takes place in big cities, centred on Mumbai, followed by Delhi and Kolkata.
Importantly, trade takes place at online trading centers such as Snadpdeal, which was launched
in 2010. Currently, the web is only a small part of India's GDP, but we expect retailers to
explode on the Internet. Indian youth follow strong morals and family ideals and devote all their
time and dedication to research and work. Therefore, career and school education must be the
main goals of the student. Indian youth is a powerful consumer group that lets manufacturers
do what they want. This study assesses how young people play a role in direct marketing.
Surveys are valuable to sellers to create communication campaigns to reach younger existing
and future audiences for the surveyed products. During the 2014 National Youth Policy,
the report will include all youth in the 1529 year category. This is 27.5 percentage of the
population according to the 2011 census.

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Impact of online marketing platforms on brands

The growth of social media marketing platforms has become an important part of building
social signals. This is very important in digital SEO marketing campaigns. What you may not
be aware of is that the emergence of various social media channels has given Internet marketers
like you a wider marketing opportunity to build a brand presence on the web. Your website's
ranking on search engines can have a significant impact on your website's customer and lead
acquisition and conversion rates. Integrated with search engine optimization strategies, social
media marketing is effective in building organic traffic for your website.
Consumers are now researchers with easy access to the Internet, users are much more educated
and motivated today. They are overwhelmed by digital content every day. Today, almost every
company sells its products on digital platforms, making it very easy for customers to see and
compare online. Your purchase decision is greatly influenced by the connections you have with
your company and other influencers online. Digital reviews are the most reliable reviews that
have been the source of the most reliable advice customers have believed in. In today's digital
world, reviews in the form of Customer feedback, influencer suggestions, reviews, customer
feedback, and more make up a purchase decision.
Customers are not afraid to experiment Consumers are very reluctant to change the labels they
have been using for the past few days. But things have changed over time. Business thinking is
growing tremendously now. They are more open to higher quality products and brands than
ever before. All of this is possible only through digital marketing, making it easier for these
new brands to reach consumers.

WHAT DOES A BRAND VALUE DO TO THE COMPANY?

Digital marketers have different specializations, but they often work together as a team to make
a campaign succeed with their ROIs. Some of the different departments include:
A design team to make the creative assets A copywriting team to write the ads

A performance marketing team to create and manage paid ads To give you a better
understanding, you may refer to the diagram down. The chart shows you the various aspects
influencing a website and or mobile app, plus the array of digital solutions a digital marketing
agency could offer to improve those aspects.

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Purchasing Habits:

According to a survey, customers can make decisions faster with a large number of offers from
well-known brands than with a set that contains only the unknown. Contact with other brands
has reduced the number of cases where the original is chosen based on bad publicity, but in
most cases we chose the same well-known brand that we originally chose. In a survey
conducted with the support of two Australian universities, consumers tested fewer brands in
product testing when one of the brands was known than in a survey where everything was
unknown.
This reveals that some components area unit the hindrance within the prosperity of on-line
promoting in India. The risk perceived by the costume designer in India is one among them. The
prosperity of on-line shopping in India is {big} thanks to its big size of young generation
population. The government is investment plenty in web infrastructure. The organized
marketing can‘t reach to the agricultural a part of India simply whereas on-line retailers area
unit finding their buyers in cities together with villages of across India.

Survey:

Consumers streamline the process by using heuristics to make purchasing decisions using
mental shortcuts, rather than suffering from the number of options available and the need for
constant comparisons between competitors. To do. Some studies have shown that brand
awareness is a major choice tactic for consumers unfamiliar with purchasing products. A 1990
study by Hoyer and Brown first associated brand awareness with consumer preferences and
confirmed the results in several subsequent trials.

Impact:

You can increase your market share in a variety of ways by increasing your brand awareness.
Putting your brand in the minds of your customers first raises the barriers to entry that other
brands may encounter later. If your industry is more competitive or has already established
players, you probably need to be more aggressive, but if consumers know more about your
name, it's still a brand that consumers consider. Australian studies also show that awareness
is mediated by cost, so increasing brandawareness does not necessarily mean increasing the
price of a product or service.

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Technique:

To increase brand awareness, you need to make sure that your target market is exposed to your
products and recognizes them in different ways. An identifiable logo and a clear brand message
can represent a repeat that can make your name memorable. Brands can be promoted to the
public through several distribution platforms, from direct marketing to traditional advertising,
social media and public relations. Individual campaign strategies vary, but having a consistent
branding and commitment to fulfilling promises when first contacted helps to spotlight the
product with respect to the consumer market. It's time to make a purchase decision.

BENEFITS OF ONLINE PLATFORM ON BRAND AWARENESS

Online marketers are now looking at the value of social media marketing for their business from
a different perspective. The number of consumers who use social media to find the products and
services they need is skyrocketing. According to reputable social consumer statistics:

1. Social networks are used by about 76% of businesses to achieve their marketing goals.
2. Retailers have seen sales increase by about 133% after marketing their business in the
mobile market. This adds value to the business of social media marketing.
3. 40% of online shoppers in India use their smartphones to shop in stores.

4. Approximately 71% of consumers respond to feedback and recommendations from social

users about a particular brand.
5. Consumer reviews are considered more credible to buyers than marketing promotions
offered directly from the brand's website.
6. The most successful brands include social media pages to expand your marketingreach and
make your brand more accessible to social media users.

The Benefits of using social media channels to promote your brand are:

1. Social Signal Growth

Social Signal can significantly increase search engine optimization efforts. The more people in
the social media community share, recommend, and discuss your company, the more relevant
your search engine will find your website, and therefore your website will be higher on the
search engine results page. It is more likely to occupy.

2. Increasing company branding and awareness

Social media users can always recommend important quality of their brand to their social media

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circles. This will be a good marketing boost for your brand image andcan increase the number
of people who are more interested in your brand's reputation and become followers of your
brand.
3. Reviews are strong

Reviews tend to be more credible to consumers than the product descriptions your business
advertises on your website. Whenever your website receives more likes and shares from the
social media community, your audience's reach and influence on your target customers will
increase. Therefore, integrating social media into your digital marketing campaigns is critical
to achieving your marketing goals. Social media marketing needs to become a key pillar of
SEO, from just a luxury means of online marketing for businesses, to be incorporated into
digital marketing to create small businesses that are as competitiveas their competitors.

Online marketing Platform offers specialized services for Brands:

Digital Marketing Agency Offers Professional Online Marketing Services For example, search
engine optimization (SEO) managers are responsible for monitoring the performance of
websites and web pages.
Manager optimizes your website by performing regular website audits to identify technical
issues that need to be addressed. He or she also conducts regular keyword surveys to rank
websites for specific keywords in order to improve their position (ranking) on Google's search
results pages.
On the other hand, the content marketer is in charge of content marketing. He or she focuses on
content development and content delivery. Examples of content creation include writing articles
and electronic direct mail (EDM) that tell the story of your brand to connect and interact with
your target audience.
Content marketers often use Google Analytics to track web traffic and do keyword research to
understand what kind of content their readers are looking for. Performance marketers or
advertising specialists are also essential to many marketing campaigns. These are the people
responsible for social media marketing (social media advertising) and search engine marketing
(Google display advertising).

Online Marketing Platform Is an Important Part of Every Brand Now:

Digital marketing is more in demand than ever, especially in times of COVID-19 when
everyone is shifting online. The outbreak has been a catalyst for change in consumer behavior

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as well as marketing strategies. Consumers and businesses alike are turning to the internet as
countries are keeping people at home to minimize the spread of the virus. The internet is now
being used at a rate never experienced before and it‘s believed that COVID-19 is accelerating
the digital transformation of businesses rapidly. According to Forbes, 70% of companies
now either have a digital transformation strategy in place or are working on one. It is also found
that tech-enabled businesses are more resilient than those who are not. That is because
digitized businesses can respond swiftly to unexpected changes in customer behavior.
Companies with digital solutions can easily answer customers‘ queries online, rearrange budget
spend or switch their ads‘ targeted audience. Growth strategies can also continue as these
companies can refocus investments from offline to online, rather than to stop investing totally.
Amidst this period of uncertainty, only one thing is clear. Digital marketing is likelyto be a
critical part of any company‘s business strategy in the future. It is also evident that digital
marketing is crucial for any company to remain adaptable for any market situation. The firms
that cannot adapt digitally are likely to be left behind.

Steps integral to building brand awareness are as follows:

1. Identify Your Audience

When building a brand, it's important to understand and remember who your audience is and
what you want to convey. It's also important for brands to understand that they will only serve
a specific target group, regardless of the products or servicesthey offer, and will alienate other
groups in the process. There is no universally identifiable brand, and viewers feel about age
group, ethnicity, geography, class, and so on.

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2. Define Your Brand's Mission

Having identified a major audience, all you have to do is stick to what your brand represents.
Establishing a brand's ideology and offering helps to significantly close the gap between the
brand and its audience. It's also important to repeat the brand's ideology in different ways, often
enough to make a deep impression on the viewer.

3. Know Your Industry and Your Peers Well

A good study of the industry will not only give you a glimpse of what went well in the past, but
will also help you improvise and speed up your brand. It will help you better optimize your own
products / services. Many smart brands use competitors as case studies to adopt and destroy
success-based ideologies and methods.

4. Differentiate From Your Peers and Establish The X-Factor

After a detailed survey of the industry and competitors, you will know exactly which areas to
focus on and build to achieve clear differentiation. Intelligent concepts allow multiple players
to co-exist and develop their own niches in today's market. Brands need to try to create
subcategories within a particular category to provide something truly exclusive, rather than
trying to cast a shadowover the business of their competitors.

5. Develop a Strong Voice for Your Brand

This is one of the most important aspects of branding. To create a powerful voice that can
seamlessly express the TG brand over and over again. This voice needsto reach viewers
through a variety of channels, including content, video, social media campaigns, and digital
marketing. It is imperative that all these communication tools converge at some point in order
for the core message to be consistent and clear.

6. Make Customer the Real Hero/Building Brand Advocacy

Recently, direct marketing tools are rapidly being replaced by unconventional and quirky
methods such as building brand ambassadors by real users / audiencesrather than parties. Many
brands today understand the importance of investing in real consumers, becoming real brand
ambassadors, and listening to them while working on their products / services. This gives
brands a sense of presence that is usually lacking in standard campaigns and promotional
gimmicks where celebrities advertise for a fee. This is a great way to get closer to your audience
and gain their trust.

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7. Business with a Heart

Finally, it is important to operate your business responsibly and strive to minimize issues
related to the industry in question. Most brands are busy publishing numbers and tend to
completely overlook issues related to the well- being of those around them. Maintaining ethical
practices not only works in favor of the brand, but also helps to instill the same culture not
only in employeesbut also in followers / audiences.

Future Marketing Trends 2021 For Crisis Periods:

If businesses have not yet gone digital, 2021 will definitely enforce the need for this approach.
The world has become increasingly digital-centric since lockdowns, quarantines, and social
distancing requirements have been enforced. Brands need to think about what the best approach
to digital marketing will be specifically for them and then work on executing it successfully for
their target audiences. The industry itself will be a likely determining factor regarding which
social media marketing trends 2021 will drive them towards. For example, automobile company
Jeep has incorporated AI into their marketing strategy, offering an augmented reality experience
for their consumers with 3D car models while Fashion Weeks around the world used virtual
reality to execute their runway shows, and restaurants utilized mobile apps to allow consumers
to order their food safely as well as promoting curbside pickup.

As time goes on, more trends will pop up to fill other customer needs, allowing industries of all
sorts to enter the digital world and compete against industry rivals. Businesses need to learn
new marketing approaches for times of crises to offersignificant and relevant benefits for their
consumers' at a time when this is needed most.

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Brand Equity

Digital Marketing in 2021

Digital marketing predictions for 2021 are likely to include new strategies towards marketing
during a crisis, social media and email marketing trends, artificial intelligence use, and better
ways to approach customer service.

Below is a list of the top 10 digital Platforms for Brand awareness in 2021:
1. Google Ads
2. Facebook Ads
Facebook is the most popular social media platform with 2.7 billion monthly users. Here, it's
easy to target customers, place ads, and generate sales.

3. AdRoll
AdRoll is an AI-powered platform that provides easier and more accurate forecasts. It's a
platform compatible with all major e-commerce websites, including WooCommerce, Shopify
and BigCommerce.

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4. Amazon
This is the world's largest e-commerce website, with 2.2 billion monthly visitors. These are
the best platforms for buyers to understand how to search fora brand, product, or survey. If
you're already a registered seller or seller, don't miss the time to post ads on this platform.

5. Twitter Ads
Twitter is the most popular micro blogging platform used by millions of users around the world.
is. The platform allows you to tweet in 280 characters with photos, videos and life. That said,
the platform recently launched Fleets and Speaks, causing a lot of turmoil.

6. Quora
Quora is a popular platform for questions and answers. This is also a great place to promote
your content. This is often overlooked and is an effective PPC channel for any marketer.

7. LinkedIn
LinkedIn is primarily a B2B platform, but advertising results on this platformare mixed.
The platform has recorded record $ 2 billion in advertising revenue over the last few years.

8. Pintrest
Starting out as a small platform, Pinteresthas 7 million users today. Not only is this a catalog
for fixing ideas, it's also the best platform for companies toshowcase their products. Even sales
records on Pinterest are higher than those ofestablished e-commerce companies.

9. Snapchat
Relatively easy to use, Snapchat has the best options for sharing and promoting deals with great
photos and videos. Instantly hits the user's inbox. However, when using this platform,
customers need to be able to respond quickly if an image disappears

10. Youtube
YouTube has about 1.3 billion users and watches about 5 billion videos every day. Banner ads
and video ads allow you to use YouTube for branded ads. The platform offers great marketing
opportunities, as the average user spends 40 minutes per session on YouTube.

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Future of Online Branding

This trend is already on the rise but 2021 will be seeing even more use of shoppable posts.
Consumers are constantly looking for the easiest, quickest way to shop. This is why using
different social media platforms allow users to simply click on a post and buy an item featured
in it. This mirrors the recent information provided by Smart Insights that people are now
spending a total of 2 hours and 24 minutes scrolling through their phones on different digital
platforms, giving brands a generous amount of time to reach consumers through shoppable
posts, meeting consumers where they already are:

1. Voice Search:
Data has been illustrating that people are constantly looking for the most convenient way to
gain information or news, so it only makes sense that 2021 will be seeing an increase in voice
search technology. Marketers will need to optimize their content to voice-friendly terms and
phrases to increase their search ability as they are becoming more common in modern
households with their usage only expected to increase with further lockdowns or quarantines.

2. Video Marketing:
92% of marketers state that using video content is an active part of their campaign strategies.
Video content helps persuade and attract consumers to a brand for potential conversions as
people are much more likely to engage with a video as opposed to other forms of content such
as a blog post or written content.

3. AI-Chat Boxes:
Consumers still want a ―human-touch‖ while they shop online. This is why marketers are using
artificial intelligence chat boxes to meet customers‘ needs. These chat boxes speak to
consumers in comprehensive sentences while answering any questions a customer may
have while shopping, giving the illusion of a human interaction and involving the customer
more in the process.

4. Artificial Reality:
The growing popularity of artificial reality will lead companies in 2021 to incorporate this trend
more than ever before. AR will allow consumers to see products in 3D before making the final
decision regarding whether or not to purchase a specific product. Without having to leave their
homes, customers will have the experience of shopping in-person through artificial reality.

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5. Virtual Reality:
Similar to artificial reality, virtual reality will see increases in marketing use in the year 2021.
Companies will be able to create the illusion of in-store shopping for customers through the
use of devices such as VR glasses.

6. Interactive Content:
Marketers are finding new ways to keep consumers interested through interactive content.
Approaches such as online quizzes, polls, and shoppable posts will be commonly seen
throughout e Commerce social media platforms as well as their websites. With pretty much
everyone now vying to attract user attention due toincreased online usage, it‘s crucial that you
ensure your brand is creative and stands out from the competition. Creating interactive content
that matches your brand identity and ethos will help with this.

7. Social Messaging Trends:

While some social media platforms are perfect places for users to chat with their friends and
family, other platforms such as Facebook Messenger and WhatsApp are now being utilized for
networking purposes by business owners. In 2021, marketers will likely be using these social
messaging platforms to help reach their target audience as well as network with other brands
at the same time.

8. Programmatic Advertising:
A method of eliminating the guessing game of ad placements, marketers will now be able to
buy an advertisement in real-time situations, placing ads in desirable places while their target
audience is present. This is also a great strategy as brands will be able to spend budgets more
wisely when it comes to marketing their products.

9. Artificial Intelligence Growth:

Generally speaking, artificial intelligence growth will continue to rise in 2021. Marketers are
discovering new technologies to better handle customer service along with using AI to obtain
in-depth information quickly. Whether it is for gathering consumer data, tracking sales and
user patterns, freeing up time for employees by removing repetitive tasks or looking to
implement improved email marketing trends; 2021 will be taking full advantage of artificial
intelligence.

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• 2021 Digital Marketing Inspirations:

Businesses in need of inspiration for their own advertising strategies or that arelooking
to follow the digital marketing trends 2020 has to offer can take inspiration from some other
successful campaigns earlier in the year. Below are a few examples eCommerce brands can
pull ideas from:.

Anthropologie Uses Shoppable Posts: Clothing brand Anthropologie has connecteda link to
their bio, allowing consumers to shop all images they‘ve posted simply by tapping on the link.
Also, this allows consumers to easily find products of interest and purchase them in an
organized quick manner after seeing them, drastically reducing the number of clicks between
a decision and a purchase.

IKEA Uses Augmented Reality: With consumers unable to enter stores because of lockdown
and quarantines, IKEA has taken on augmented reality to give their customers an in-person
experience while they shop online. After downloading the IKEA app, users are able to preview
what a piece of furniture would look like in their home with a 3D generated image of these
products. In this instance, IKEA has created a safe and convenient way to helpconsumers with
their shopping experience while also ensuring that they can stay safe and avoid having to travel.

The Amanda Foundation Uses Programmatic Advertising: The Amanda Foundation, an

organization created to help save shelter dogs, has been using programmatic advertising to
reach their target audience. The foundation collects data on consumers‘ browsing history, then
pays to place specifically targeted ads during real-time customer searches. Not only does this
help consumers find what they are looking for but also creates a more effective advertising
campaign for the brand.

OBJECTIVE:
Exploring the Effectiveness of Online Platforms in Building Brand Awareness

OBJECTIVES OF THE STUDY.

• To Study the online consumer behaviour
• To study Brand awareness and its impact on consumer behavior.

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2. LITERATURE REVIEW

Muhammad Ehsan Malik et al (2013). he importance of brand awareness and loyalty in

assessing consumers' buying intentions. International Journal of Economics & Social Sciences
Vol. 4, No. 4 No. 5; May 2013. The purpose of these efforts is to determine the impact of brand
awareness and loyalty on buying intent. Questionnaires were distributed to collectresponses
from service workers and the general public, and descriptive statistics and regression analysis
were used to analyze the data and draw conclusions. Brand awareness and brand loyalty are
associated with strong positive purchase intent. Managers around the world should strive to
increase brand awareness of the along with brand loyalty, as both contribute to aggressive
buying intent.

Khumar Sharma et al. (2018) Social networking started as an entertainment device at the
outset, and later became a communications device thanks to its extraordinary advantages in the
world of industry. In this article, we will address the idea of social networking, social network
marketing and the social media approach, the benefits and drawbacks of utilizing social media
marketing, the definition of customer purchasing intention and the effect of social media
marketing approaches on customer purchasing intentions. As the growth of internet
technologies and the enhancement of the e-commerce industry, online shopping is a brand-new
consumer purchasing trend for consumers and attracts rising interest from the public. New
communication technologies arising from technology development are labeled "internet
marketing."

Aqeel Ahmad et al (2014) A study of brand credibility and brand awareness as a positive
predictor of brand loyalty. Arabian Journal of Business and Management Review (Nigeria
Chapter) Vol. 2, No. 2, No. 12, 2014. This research study looks at ways of brand loyalty through
brand credibility and awareness. We collected the data using a simple sampling procedure and
a structured questionnaire. The data was analyzed by SPSS. The results of this research show
that brand loyalty is positively correlated with brand credibility and brand awareness.

Asaad Ali Karam (2015) Analytical Study of Improving Brand Awareness and Impact on
Consumer Behavior through Media in Northern Cyprus (Fast Food Restaurant Case Study)
International Journal of Business and Social Science Vol. 6, No. 1; January 2015. All of these

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aspects of customer-orientedbrand image and brand loyalty are expected to influence consumer
perception of the brand. Due to the size difference, brand awareness was treated independently
of various aspects, as well as media and media types that influence consumer behavior. This
study examined four aspects of consumer-based brand equity: brand awareness, brand image,
perceived quality, and brand loyalty. Of the three aspects, brand loyalty appears to have the
lowest consumer rating for brand equity than the other aspects. However, this dimension seems
to affect consumer perception of the brand. This paper also provides a media store seller brand
awareness solution that helps sellers promote their products in thelight of consumer behavior.

Naseeth Ahamed Nizar et al. (2018)The purpose for this analysis is to consider the effect of
online existence marketing on the consumer's buying option. The goal of this analysis is to
define the word web-based life marketing and consumer purchasing behaviour, to complete a
written survey on customer buying activity and the effect of online networking, to perform
critical research with the aid of surveys and meetings on the influence of internet-based life ads
and consumer sales, and to audit discoveries. This research relies on the study approach, since
the experiment was distributed to collect input from citizens in general to investigate the effect
of web-based life marketing on customer purchasing behaviour. 184 reactions were constructed
from the scattering of the google structure summary. For the same manner, the conference was
guided to an alternative perspective as measured. The conference was conducted by the three
interviewees in Dialog Axiata. In fact, the usage of diary posts by former researchers has often
contributed to critical analysis. In fact, the knowledge for this analysis was dissected using the
IBM SPSS calculation program. Right now, Alpha, Regression for Individual Factors,
Correlation for both vulnerable and autonomous and distinct observations where established
by using the SPSS tools for this study. The principle that has been established for this research
has been accepted. Across the same manner, there was a notable constructive interaction
characterized right now by allowing the analysis to show its general interest. This analysis aims
to resolve the problems of expertise of the papers of question. In fact, this study draws on a
somewhat more practical and less complicated method for developing web-based social
networking content in order to forecast customer purchasing behaviour.

SimranKaur et al. (2018)In the extraordinarily bad competition and creativity with the usage
of the internet, the traditional industry has switched to digital marketing strategies. Digital
marketing snatches a broad region and requires the analysis of a course of action using

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emerging technologies that minimize prices and improve sales across the globe in a highly
bad [Link] marketing today has a more substantial degree of business success later
on, because consumers become far morepleased with buying digitally because they find digital
marketing substantially more efficient than traditional marketing. Online marketing allows
consumers the ability to evaluate the material about the item offered by the company and
should be equipped to carry out an accurate analysis, so thatthey can understand the freedom
to make a choice and can create a request anytime 24* 7 is open. With fresh developments and
an improvement in the usage of the network dedication, the interconnectivity of customers is
slowly increasing, as a consequence of which the behaviour of customers has changed and
association can consider the conduct of consumers. This research analysis drills down the effect
of digital media on the buying habits of customers.

Diyana Ahmed Ghazie Et al. (2018)Everybody on the web— in reality, everybody is online
today. These days, the Web has proved to be the most significant tool, especially for digital
marketing, in their marketing cycle for the selling of products and administrations. This is
because it aims to save a ton of time, prices and more. The goal of this analysis is to understand
Thebehavior of consumers against digital selling in Malaysia. In an attempt to identify the
huge, awareness and content of customer adequacy of digital marketing, a general written
examination was performed. Through utilizing critical knowledge (study) and auxiliary
knowledge strategies,it allows researchers to differentiate between how to build a good brand
understanding of customer behavior.

Margarita Isoraita (2016) Improving brand awareness using internet marketing tools.
Opinions of different authors on improving brand awareness. This article analyzes the opinions
of various authors on increasing brand awareness. Internet Marketing Concepts and Their
Implementations iE also describes and analyzes the Internet Marketing Concepts and their
implementations. An analytical study of the most urgent and effective online marketing tools
for brand awareness development is provided in the article. This article analyzes websites,
internet advertising, social networks, andsearch engine optimization.

Muhammad Asif et al (2015)The impact of brand awareness and loyalty on brand value.
Journal of Marketing and Consumer Research [Link] ISSN 24228451 International
Peer reviewed Journal Vol.12, 2015. The purpose of our research is to understand the factors

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that influence brand equity. This study looked at brand awareness and loyalty and how they
affect brand equity. This survey is based on a primary survey conducted by 200 respondents
using a survey. Correlation analysis is used to check the reliability of the survey and show
the results of this survey. Surveyresults show that brand awareness and loyalty affect brand
fairness. The main focus of all businesses is customer appeal. The results and
recommendations of this survey will help managers gain insights into research drivers
regarding brand equity.

Afaq Ahmed Khan (2016)The impact of advertising on brand awareness and engagement in
the women's apparel industry. International Journal for Academic Research in Economic and
Social Sciences March 2016, Volumes 2 and 2. 6, no. 3 ISSN: 22226990. The purpose of this
study is to examine the effectiveness of advertising on brand engagement, using a modest role
of quality between brand awareness and engagement. Empirical results show that brand
awareness impacts consumer current and future engagement.

ZarlishShahid, TehmeenaHussain, Dr. FareehaZafar (2017)The impact of brand awareness

on consumers' buying intentions. Journal of Marketing and Consumer Research [Link]
ISSN 24228451 International Previewed Journal Vol.33, 2017. This article outlines the impact
of brand equity and brand awareness on consumers' buying motivation. The purpose of this
paper is toelucidate the relationship between brand awareness and the consumer's intent to buy
the brand. This was done by examining different literature and articles by different authors.
Helps readers become familiar with the work of various wells

(Percy et al.,2006) Branding is a popular topic that has been done a lot by both scholars and
researchers on new product launches and brand awareness. Brands are also sustainable and
profitable compared to traditional unbranded products such as brand responses that can
associate, recognize, remember and recognize the brand as a whole. It is powerful in building
customer relationships. Existing brands tend to use brand enhancement techniques based on
brand awareness programs. New products, on the other hand, use advertising and promotions
to increase product awareness among existing and potential consumers of the product.
Strategies that companies can use to increase brand awareness include, which makes us about
recruitment and brand image management.

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(Ou, Shih, Chen & Wang, 2011) describes brand loyalty as a derivative promise to buy back
compassionate merchandise. It expands the motivation of buyers to buy behavior. They said
that building strong customer relationships and loyalty programs can increase brand loyalty.
(Moraga, Parraga& Gonzalez 2008) show brand loyalty as a continuous purchasing ethic.
However, brand loyalty is not a one-off blow, but an ongoing process. This helps businesses
identify customer preferences, establish buying intent, and ensure profitability. Brand loyalty
is an interpretation of a company's financial performance.

(Arslan&Altuna, 2010) defined brand image as positive and negative emotions about the
brand when it unexpectedly affects the customer's brain or recalls memories. They believe that
there are three aspects to branding that make up the overall brand image. Aggression, strength,
expertiseclarifies the brand image as a reflection and belief in the general personality of the
unique brand by recalling its unique quality that sets it apart from the rest. Brand image
is an importantaspect of purchase expectations. It drives customers to show more appreciation
for each brand with a good brand image. It helps consumers decide which brands are a better
choice for them, and they are forced to make purchase expectations several times.

(Katona, Zubcsek, &Salvary, 2011) found that the electronic communication design used in
online social media allows us to investigate the impact of one person on another. They also
found that these patterns were very useful for advertisers who were "looking for new and
popular marketing strategies to drive the adoption of new products."They also sought to find
out "how network structures drive adoption."

(Soares, Farhangmehr, &Shoham, 2007) In Internet marketing, companies are aware of and
recognize factors such as consumer attitudes, values, beliefs, emotions, buying habits, and
buying decisions in different environments. It is important to be. Many measurements of human
behavior anddecision-making are made by the national community

Halimi, AnahitaBagherzad (2011), evaluated the influence of culture on young consumer‘s

intent towards online shopping in Malaysia. Malaysia is a cosmopolitan country having people
from varied backgrounds settled in there, the most prominent being Malay, Chinese and Indian.
The author here specially presented the buying pattern of consumers with distinct cultural
backgrounds, asthe individual culture based on values and beliefsinfluences the attitude and
intentions of the user which in turn influences the buyer‘sdecision making process. The
research work targeted to aid the business.

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Mihalj Bakator (2016) Understanding consumer behavior is one of the pillars for building a
strong company. The ever-changing market puts a toll on organizations in a form of dynamic
customer behavior. New products, new beliefs and overall society psychology require thorough
examination of market segments and consumer demands. After analyzing customer behavior,
organizations must realize a strong, flexible and effective marketing strategy which will ensure
sales and profit. This is achieved with strategic planning and objectifying the targeted market
segment.

Ashamayee Mishra et al. (2016) examined the awareness, acceptance and influence of
electronic commerce on the buyers behaviour among the people in Odisha. Stratified sampling
method was conducted for extracting sample size. Primary data collection method was used for
data gathering through questionnaires. As the data collected was non-parametric, the data
analysis was performed implementing the chi-square test at 5% significance. The findings of
the study presented that the online shopping has created its popularity among the consumers
particularly in business to consumer model (B2C). The authors suggested that for meeting and
fulfilling the needs of the consumers, the retailers should attract and motivate the consumers
so that they can be the purchasers in the online environment. To accomplish this target on a
repeat basis, it is required to understand and comprehend the buying behaviour of the
consumers. Few highlights of the study as provided and analysed by the authors were: the age
group of 18-30 years is the most active in the usage of internet; both the gender uses the internet
as per their equipment; there exists a strong relation between income and buying behavior; one
can do transactions online despite of time and place.

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3. RESEARCH METHODOLOGY

Research Methodology:

Research is the scientific and systematic search for relevant information about a particular
topic. In fact, research is the art of scientific inquiry. In short, the search for knowledge through
goals and a systematic method of finding solutions to a research problem.
Research Methodology: The system of models, procedures ,and techniques used to find the
results of a research problem is called a research methodology.

Research Objective:

• To Study the impact of Online Platform on Brand awareness.

• To study Brand awareness and its impact on consumer behavior.

Methodology:

Data Collection Method:

• Primary Data: Primary data is collected by framing questionnaires.

• Secondary Data: Secondary data means data which is already available

Sampling Method and Size:

a. Sampling Method:- Random sampling method is used.

b. Sample Size:- A sample size of 99 respondents have been taken.

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Tools & Techniques used for data analysis:-

• Analytical tools and techniques

• Charts, Graphs and Tables
• The data collected are from authentic sources

Research Design:

Research Type: Qualitative

Samples/Respondents: Consumer
.Sample Size: 100
No. of Questions: 10

Sampling Technique: Simple Random Sampling

Research Instrument: Structured Questionnaire
Data Analysis Tools: Statistics, Graphs and Tables and Column

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4. DATA ANALYSIS AND INTERPRETATION

Q1) Gender of respondent Response – 99

Interpretation:

Gender Frequency Percentage

Male 62 62.6%
Female 37 37.4%

From the sample size of 99 people who filled the survey form, Male accounted for 62.6% and
female accounted for 37.4% of the respondents.

Q2) Age of the respondent Responses – 99

Interpretation:
Age Bracket Frequency Percentage
20-29 41 41.4%
30– 39 33 33.3%
40 – 49 18 18.2%
50– 59 7 7.1%
More than 60 0 0%

Maximum respondents were between 20-29 age brackets. They accounted for 41.4% of the
entirerespondents. Followed by age bracket of 30-39 (33.3%), 40-49 (18.2%), 50-59 (7.1%)
and More than 60 (0%).

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Q3) Monthly Income of respondent Responses – 99

Interpretation:
Income Bracket Frequency Percentage
Below 10000 27 27.3%
10000 - 25000 26 26.3%
25000 - 50000 27 27.3%
Above 50000 19 19.2%

Maximum respondents were from Below 10000 income bracket and 2500-50000. They
accounted for 54.6% of the entire respondent followed by 10000-25000 (26.3%) and Above
50000 (19.2%).

Q4. Frequency of Online Purchase respondent Responses – 99

Interpretation:

Online purchase bracket Frequency Percentage

Once in monthly 29 28.3%
2-5 in monthly 27 27.3%
6-10 monthly 26 26.3%
Above 10 monthly 18 18.1%

Maximum respondents were from once in monthly online purchase bracket. They accounted
for 28.3% of the entire respondent. Followed by online purchase bracket of2-5 in monthly
(27.3%),6-10 in monthly (26.3%), and Above 10 in monthly (18.1%).

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Q5. Which product do you prefer?

Interpretation:

Preferences Frequency Percentage

Branded 66 66.7%
Local 33 33.3%

Maximum respondents prefer Branded products that is around 66.7% respondent and 33.3%
prefer local brand.

Q6. How do you know about the brands?

Interpretation:

Source Frequency Percentage

News Paper 26 26.3%
T.V ads 30 30.3%
Online ads 28 28.3%
Poster- Banners 15 15.2%

Majority of respondents came to know about brands from T.V ads i.e. around 30.3%
followed byonline media (28.3%). News Papers (26.3%) and least by Posters and Banners
(15.2%).

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Q.7) Brand awareness has Good influence on Customers Loyalty?

Interpretation:
Source Frequency Percentage
Strongly Agree(1) 20 20.2%
Agree(2) 28 28.3%
Neutral(3) 36 36.4%
Disagree(4) 8 8.1%
Strongly Disagree(5) 7 7.1%

Maximum respondent Agree to the fact that a good brand attracts more customers and are
more loyal towards the brand.

Q8. Exclusive offers influence Customers to buy more branded products?

Interpretation:
Source Frequency Percentage
Strongly Agree(1) 20 20.2%
Agree(2) 32 32.3%
Neutral(3) 38 38.4%
Disagree(4) 8 8.1%
Strongly Disagree(5) 1 1%

Maximum respondent agree to the fact that exclusive offers from brands have a positive
influenceover the Customers.

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5. CONCLUSION
The foremost goal of this study is to evaluate the effect of purchaser conduct through media on
emblem focus by comparing 4 factors, emblem loyalty, emblem photograph, patron conduct,
and media. It became found out from the take a look at that media that's conventional media
and new media (social media) undoubtedly impact emblem focus. Parameters‘ appreciation for
the version became measured at importance levels. The outcomes of this take a look at are
constant withpreceding studies.

Integrating Marketing Communications Model for constructing emblem equity, and

additionally the take a look at presentations the connection among media and emblem focus.
The media in particular switch records from one patron to any other and social media‘s
interactive functions help clients to percentage their mind speedy and widely.

In conclusion, this study has explored the effectiveness of online platforms in building brand
awareness. The findings suggest that online platforms, including social media, search engines,
and e-commerce websites, can significantly impact brand awareness and customer engagement.
Online platforms provide companies with the ability to reach a wider audience and engage with
customers in real-time, creating opportunities to build brand reputation and loyalty.

The study has also highlighted the importance of creating high-quality content and leveraging
targeted advertising to maximize the impact of online platforms on brand awareness.
Furthermore, personalization and customer data analysis can enhance the effectiveness of
online marketing campaigns, creating a more tailored and engaging experience for customers.

Overall, this study has contributed to the understanding of the role of online platforms in
building brand awareness and provided insights into the key success factors for effective online
marketing. The findings of this study can be valuable for companies looking to enhance their
online marketing strategies and increase brand awareness in the market.

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❖ LEARNING OUTCOMES

Brand is the one of the significant device that possess the objective market by the advertiser.
Marking impact furthermore, draws in numerous clients for different reasons. They feel marked
items getting a few highlights, for example, quality, long life and great help. There are positive
connection between brand mindfulness and client commitment. Individuals are getting brand
mindfulness they are naturally drawn in with a similar brand till they get awful insight.

Brand mindfulness are made by the accompanying variables. There are Target advertising,
Positioning, Integrated showcasing, Advertisement, Word of mouth and social media
promoting. Among the all elements commercial make more brand mindfulness than different
elements. Individuals are getting brand mindfulness and they are advertiser gets client
commitment from the equivalent. At last it closes that brand mindfulness makes client
commitment to the worry items and it grows great value level to the advertiser.

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6. BIBLIOGRAPHY

[1] . Nizar, N.A. ( 2018)- Impact of digital marketing on consumer purchase behavior‖,
APIIT Business, Law & Technology Conference| Colombo, Sri Lanka

[2] .Park, H. &Youn-Kyung, K. (2015). The role of benefits of brand community within
social network sites, Journal of Global Fashion Marketing, Vol 6:2, 75-86

[3] .Arslan, F, M., Altuna, O, K., (2010). The effect of brand extensions on product brand
image, Journal of Product & Brand Management, 19(3), 170-180

[4] .Ou, W., Shih, C., Chen, C., Wang, K. (2011) Relationships among customer loyalty
programs, service quality, relationship quality and loyalty-An empirical study.
ChineseManagement Studies, 5, 194-206

[5] .Percy, Larry, and John R. Rossiter, ―A model of Brand Awareness & Brand Attitude
Advertising Strategies‖, Psychology & Marketing 9.4 (2006): 263–274.

[6] .Katona, Zsolt, Zubcsek, Ppeter, and Sarvary, Miklos. 2011. "Network Effects and
Personal Influences: The Diffusion of an Online Social Network.‖ Journal ofMarketing
Research XLVII:245-443.

[7] .Soares, Ana Maria, MinooFarhangmehr, and Aviv Shoham (2007), Hofstede‘s
Dimensions of Culture in International Marketing Studies,‖ Journal of Business Research, 60
(3), 277-284.

[8] .ZarlishShahid, TehmeenaHussain,Dr. FareehaZafar. The Impact of Brand Awareness on

The consumers‘ Purchase Intention. Journal of Marketing and Consumer Research An
International Peer-reviewed Journal [Link].33.

[9] .Margarita Isoraita. Raising Brand Awarenees through The Internet Marketing Tools.
IJMR.2016. Vol 6, No.9.

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Exploring the Effectiveness of Online Platforms in Building Brand Awareness

[10] .Muhammad Asif et al. Impact of Brand Awareness and Loyalty on Brand Equity.
Journal of Marketing and Consumer Research [Link] ISSN 2422-8451An International
Peer-reviewed. 2015. Journal Vol.12.

[11] .Muhammad Ehsan Malik et al. Importance of Brand Awareness and Brand Loyalty in
assessing Purchase Intentions of Consumer. International Journal of Business and Social
Science May 2013. Vol. 4 No. 5.

[12] .Aqeel Ahmad et alThe Study Of Brand Credibility And Brand Awareness As Positive
Predictors For Brand Loyalty. Arabian Journal of Business and Management Review 2014
(Nigerian Chapter) Vol. 2, No. 12

[13] .Dr Kaur, S.(2018) ―IMPACT OF DIGITAL MARKET ON CONSUMER BUYING

BEHAVIOUR (IJTSRD).

[14] .Mihalj Bakator (2016) ―ANALYSIS OF CONSUMER BEHAVIOR AND

MARKETING STRATEGY IMPROVEMENT‖, VI International Symposium Engineering
Management and Competitiveness Kotor, Montenegro.

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7. ANNEXURE - I

1. Name of the respondent?

2. Gender
a) Male

b) Female

3. Age of the respondent?

a) Below 25

b) 25 to 35 years

c) 35 to 45 years
d) 45 to 60 years
e) More than 60 years

4. Monthly Income?
a) Below 10000
b) 10000-25000
c) 25000-50000
d) Above 50000

5. Frequency of Online Purchase ?

a) Once monthly
b) 2-5 Purchases monthly

c) 6-10 Purchases monthly

d) Above 10 monthly

6. Which product do you prefer?

a) Branded

b) Local

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7. How do you know about the brands?

a) TV ads

b) Online Ads

c) Posters and Banners

d) Newspaper

8. Online Platform is a better option for branding?

a) Strongly Agree

b) Agree

c) Neutral

d) Disagree

e) Strongly Disagree

9. Brand awareness has Good influence on Customers Loyalty?

a) Strongly Agree

b) Agree

c) Neutral

d) Disagree

e) Strongly Disagree

10. Online Platforms influence to buy more branded products?

a) Strongly Agree

b) Agree

c) Neutral

d) Disagree

e) Strongly Disagree

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11. Exclusive offers influence Customers to buy more branded products?

a) Strongly Agree

b) Agree

c) Neutral

d) Disagree

e) Strongly Disagree

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ANNEXURE - II

SYNOPSIS

MET Institute of Management

MMS - [Semester IV] [Batch 2021-23]
MARKETING

Name of the Student : Aditya Mahendra Maheshwari

Course and Year : MMS – 2021-23

Period of Project Research : Semester IV

Area of Project Research : General Management

Name of the Guide : Dr. Manmeet S Barve

Title of the Project : Exploring the Effectiveness of Online Platforms in

Building Brand Awareness

Project Details

[A] Objective of Study : • To Study the online consumer behaviour

• To study Brand awareness and its impact on
consumer behavior.

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[B] Research Methodology : • Primary Data: Primary data is collected by

framing questionnaires.

• Secondary Data: Secondary data means data

which is already available or from online sources

[C] Expected results of the : • The goal of this study is to evaluate the effect of
study purchaser conduct through media on emblem
focus by comparing 4 factors, emblem loyalty,
emblem photograph, patron conduct, and media.
• Online platforms, including social media, search
engines, and e-commerce websites, can
significantly impact brand awareness and
customer engagement.
• Online platforms provide companies with the
ability to reach a wider audience and engage with
customers in real-time, creating opportunities to
build brand reputation and loyalty.

Dr. Manmeet S Barve Aditya Maheshwari

(Internal Guide) (Student)

Dr. Nitin Kulkarni Dr. Swati Lodha

(Course Coordinator, METIOM) (Director, MET IOM)

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