Exploring effective social media strategies for successful brand building in Malawi

Santosh narayan shriyan; Dr. Martin sailesi gulule

Santosh narayan shriyan Exploits university, Malawi
Dr. Martin sailesi gulule

Keywords: Social media, brand building, marketing strategies, digital branding, brand equity

Abstract

This study explores how social media strategies influence brand development. This paper examines how brands may use social media platforms like Facebook and Instagram to raise their profile, and eventually boost sales. By examining social media data and metrics, the study finds the most important strategies influence effective brand development on social media. The research offers significant perspectives for companies seeking to enhance their social media visibility and better understand the correlation between social media engagement and brand establishment.

The research adopted a mixed research method. The quantitative method was used to find trends, patterns, and correlations in social media strategies and tactics, and the qualitative method was adopted to obtain a deeper knowledge of their experiences and insights into effective social media strategies and tactics. The researcher used a sample size of one hundred and six respondents adopting a random sample technique.

For the quantitative method, data was gathered from a variety of sources, including industry reports, surveys, and social media analytics tools using data from sources like sprout social's social index 2021 report and global webindex's social media use & trends report. likewise, for qualitative, and in-depth interviews were performed with industry professionals and social media specialists. semi-structured interviews were carried out with social media professionals, such as social media managers, digital marketers, and agency owners.

Key themes and trends in social media strategies, methods, and measurements for brand building were identified by triangulating the data collected and analyzed from both quantitative and qualitative sources. To find patterns and connections in the data, the study was carried out using NVivo, a qualitative data analysis program.

In summary, the study reveals that despite Facebook having large followers, it has low interaction rates as opposed to Instagram which has a moderate following but has higher interaction rates. as Instagram has greater engagement rates than Facebook, it follows that marketers should focus on Instagram as a primary platform for audience interaction as one way of promoting their brands in Malawi.

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