Impact of Social Media Strategies on Brand Perception and Preference in Digital Commerce
DOI:
https://doi.org/10.69980/ajpr.v27i2.677Keywords:
digital commerce, social media, communication, social proofAbstract
In the modern era the profound influence of social media strategies on brand perception and preference within the digital commerce landscape. The rise of e-commerce has fundamentally shifted consumer behavior, making the online presence of a brand a critical determinant of its success. Social media platforms have moved beyond simple communication tools to become dynamic environments where a brand's identity is not only projected but also collaboratively shaped by consumer interactions, user-generated content, and viral conversations. This abstract argues that a brand's strategic use of these platforms directly impacts how it is perceived, influencing key attributes such as trustworthiness, authenticity, and relevance.
The study explores how specific social media tactics, including content marketing, influencer collaborations, and community engagement, contribute to building a favorable brand image. It highlights the role of social proof, the psychological phenomenon where people follow the actions of others as amplified by metrics like likes, shares, and followers. Furthermore, the paper investigates how these strategies directly translate into consumer preference and, ultimately, purchasing decisions. Through features like live shopping, in-app checkout, and personalized advertising, social media creates a frictionless path from discovery to conversion, solidifying its role as a direct driver of digital commerce.
Ultimately, this analysis reveals that effective social media strategy is no longer a peripheral marketing activity but a core function for brand building in the digital age. Brands that master the art of responsive engagement, authentic content creation, and community cultivation are better positioned to control their narrative, foster a loyal customer base, and gain a significant competitive advantage. The findings underscore the necessity for brands to adopt an integrated and customer-centric approach, leveraging social media not just for promotion, but for building genuine relationships that sustain long-term preference and growth.
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