Factors influencing social media marketing having the impact on brand awareness and brand image

The purpose of the study is to identify the factors influencing social media marketing that have an impact on brand awareness and brand image. In this study, data is collected from 366 respondents using primary data collection method. The result found that YouTube, Facebook and Twitter are the most reliable social media platforms for users. Furthermore, influencers also contribute more to making the brand successful. Most of the users trust on influencers recommended brands and products for their own decision making. This study will be helpful for the social media managers, companies for brand promotion, and their decisions regarding influential marketing.