Synergies between Social Media Features and User Engagement to Enhance Online Brand Visibility - A Conceptual Model

International Journal of Engineering and Technology, Volume 5, Issue 3, pp 2705-2718

14 Pages Posted: 16 Jul 2013

See all articles by Anuradha Goswami

Anuradha Goswami

Symbiosis Centre for Information Technology

Vijayakumar Bharathi

Symbiosis International University - Symbiosis Centre for Information Technology (SCIT)

Ramakrishnan Raman

SIBM, Pune - SIU

Apoorva Kulkarni

Symbiosis Centre for Information Technology

Shaji Joseph

Symbiosis International University - Symbiosis Centre for Information Technology (SCIT)

Bhooshan Kelkar

IBM India Pvt. Ltd

Date Written: July 16, 2013

Abstract

Organizations today are fast realizing the impact of social media as a significant business driver for capitalizing the advantages on certain key strategic issues like user engagement and brand visibility. Integrating social media characteristics is one of the key differentiators for enhancing online brand visibility. Though a lot of research has been made on the social media usability and user engagement, the uniqueness of this research paper is the identification of synergies between the features of social media and user engagement to enhance online brand visibility. In this paper a conceptual model is explained by developing a social media-user engagement matrix to explain the synergies. The matrix integrates four parameters of User Engagement namely Involvement, Interaction, Intimacy and Influence with four Social Media characteristics namely Content, Relationship, Value and Structure to bring out the essence of interoperability. This paper has identified and listed certain metrics for measuring the online brand visibility. We believe that the outcome of this paper will make significant contribution to the existing body of knowledge by uniquely identifying and explaining the ‘social media-user engagement synergy’ and also listing appropriate metrics for measuring online brand visibility.

Keywords: Web 2.0, Social Media, User Engagement, Online Brand Visibility, Synergy-Matrix

Suggested Citation

Goswami, Anuradha and Bharathi, Vijayakumar and Raman, Ramakrishnan and Kulkarni, Apoorva and Joseph, Shaji and Kelkar, Bhooshan, Synergies between Social Media Features and User Engagement to Enhance Online Brand Visibility - A Conceptual Model (July 16, 2013). International Journal of Engineering and Technology, Volume 5, Issue 3, pp 2705-2718, Available at SSRN: https://ssrn.com/abstract=2294323

Anuradha Goswami (Contact Author)

Symbiosis Centre for Information Technology ( email )

Plot 15, Rajiv Gandhi InfoTech Park
Pune, MA Maharashtra 411057
India

Vijayakumar Bharathi

Symbiosis International University - Symbiosis Centre for Information Technology (SCIT) ( email )

Plot 15, Rajiv Gandhi InfoTech Park
Pune, MA Maharashtra 411057
India

HOME PAGE: http://www.scit.edu

Ramakrishnan Raman

SIBM, Pune - SIU ( email )

Symbiosis Knowledge Village
Lavale
Pune, Maharashtra 411042
India

HOME PAGE: http://www.sibmpune.edu.in

Apoorva Kulkarni

Symbiosis Centre for Information Technology ( email )

Plot 15, Rajiv Gandhi InfoTech Park
Pune, MA Maharashtra 411057
India

Shaji Joseph

Symbiosis International University - Symbiosis Centre for Information Technology (SCIT) ( email )

Plot 15, Rajiv Gandhi InfoTech Park
Pune, MA Maharashtra 411057
India

Bhooshan Kelkar

IBM India Pvt. Ltd ( email )

Embassy Tech Zone
Rajeev Gandhi IT Park, Phase III, Hinjawadi
Pune, MS 411057
India

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