Brands Strategies

User-generated social media content quality does not show a direct influence on engagement for brands, a new study by the Goa Institute of Management (GIM) has pointed out. The study conducted in collaboration with the Goa University, Taleigao, has addressed a key gap in marketing literature by examining how social media content quality and source credibility from brands and firms and users translate into brand equity and online engagement. The research published in the prestigious "Journal of Promotion Management", provides insights on "which type of content, Firm-Generated Content (FGC) or User-Generated Content (UGC), actually drives brand engagement and builds brand equity". According to officials, various research on related topics has been conducted in the past but has provided contradictory findings, making it unclear for real-world scenarios whether social media investment generates measurable brand outcomes or not. "The study attempts to bring clarity to this ongoing debat

How can India Inc stay ahead of the curve on moonlighting? Is the revival of iconic brands driven by nostalgia? Is the worst over for global equity markets? What is the NLEM? All answers here

Brands like Campa Cola, Chetak and Yezdi remind us of simpler times - when we were not spoilt by choices. Companies are now trying to revive these classic brands. Will the nostalgia turn into sales?

Brands are increasingly tapping into deepfake and artificial intelligence to personalise campaigns

Go the extra mile by making calls, setting up mini stores; trend is here to stay, say experts

That applies a more positive spin on cost reduction, repositioning the initiative as a more responsible ethical story, Eyles tells Shubhomoy Sikdar

Brands need to adopt different engagement strategies for different generations in India, says Adobe study