Digital brand management — A study on the factors affecting customers' engagement in Facebook pages

The continuous growth in digital technologies has resulted in the growth of digital brand management and made it an essential entity for a particular brand's success. It is evident that Social networking sites with its user base of over two billion stands as the most powerful and influential outlet for online branding when compared with other digital channels. Social media marketing (SMM) is a platform where the marketers can give a more humanizing effect (a real person behind the brand pages) as a brand through which they can create a personal connection with the brand audience. Due to this unique potential, marketers tend to leverage SMM to increase brand loyalty, recognition and to provide richer customer experience. But there are still disagreements on the actual engagement rates of these brand pages and how they can be influenced by the moderator of the page by enhancing the online image of their brands. The study aims at building a reliable method for calculating the engagement rate of the Facebook brand pages. Additionally the study aims to identify the extent to which the moderators' post influences the engagement rate of its audience in terms of its content, frequency and the number of fans present for a particular brand page, by analyzing Facebook pages of predominant brands available to Indian audience.