Algorithmic Experience of Brand Management on Social Media Platforms

Algorithmic Experience of Brand Management on Social Media Platforms Hema Jessi M. Chandran

Objectives: The study aims to explore the constructs of algorithmic experience in brand management within the social media domain. It seeks to identify and validate the factors influencing consumer perception and their relationship with brand management on popular social media platforms. Methods: A survey-based approach was adopted, and 500 responses were collected using the convenience sampling method. The research analyzed the interplay between brands, social media platforms, and societal culture, focusing on how algorithms shape consumer experiences and brand management strategies. Results: The findings reveal that brands successfully create a significant impulsive impact on consumers, enabling them to manage their brand presence despite market competition. A notable relationship exists between brands and societal culture, where brands leverage cultural elements to connect with consumers. However, the study indicates that social media platforms do not significantly influence the existing cultural framework of consumer society. Conclusion: The research concludes that algorithmic brand management in the social media domain plays a crucial role in shaping consumer perception. By effectively utilizing societal culture and social media infrastructure, brands can enhance their presence and consumer engagement without altering the core cultural dynamics of the consumer society.
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