Impact of Digital Media on Brand Loyalty and Brand Positioning

Abstract

The objective of this research was to find out the importance of digital media and business to increase their revenues and market their products in a better way. Another objective of this research to differentiate between conventional and new media and to view the level of awareness about their concept among people. This research is exploratory and research design is qualitative in nature. We conducted interviews from different experts of digital media who are fully aware with latest trends of marketing. The findings of this research reveal that a wise marketing strategy can increase the market share of different brands in Pakistan (especially new entrants) in comparison of conventional media. It is concluded that the digital media has a key role in creating brand royalty since advertising has changed from traditional to digital so there is a much scope available in this area, consumer interest is increasing in this type of marketing platform in Pakistan, especially big companies like (Coca-Cola, Unilever, P&G, Gucci) have successfully created their brand image and brand association by engaging various activities through digital media. In today’s world digital media is important because it is cost effective, develop more awareness and also the queries put forward by the consumers are answered by the companies quickly. Through digital media companies constantly improve themselves and try to create a good image about the product.

Keywords: Digital Media, Brand Loyalty, Brand positioning, exploratory, marketing strategy

JEL Classification: M31, M37