POWER OF DIGITAL MARKETING IN BUILDING BRANDS: A REVIEW OF SOCIAL MEDIA ADVERTISEMENT

The brand management landscape has changed due to the digital media platforms which provide real-time interaction and high dynamism. Furthermore, the emergence of social media has left a profound impact on the procedure adopted by companies to maintain a relationship with the customers. However, the industries have not been able to explore the field of social media marketing to its full potential and their understanding of digital marketing strategies for the purpose of branding has been limited It is crucial to gain a deep understanding of the transformation in the field of marketing as it exercises direct influence on the sustainability of the brand. However, the literature in the field of social media advertising and impact on the brand management is still in the nascent stage. Therefore, present study will aim at reviewing all the digital platforms, with special focus on the social media advertisement which are utilised for brand advertisement. The success of the social media advertisement will be r of millennials towards the digital media and brands. The results will extend to the current knowledge in the field pertaining to the digital advertising tools, social media advertisement, and brand management. Moreover, the study will provide insight to the brand managers regarding the power of digital marketing and social media advertisement.