Consumer Engagement With Mobile Phone Brands On Social Media In Karnataka

Abstract

The study "Consumer Engagement with Mobile Phone Brands on Social Media in Karnataka" delves into the dynamics of consumer behavior and brand interactions within the context of social media engagement in Karnataka, India. A comprehensive analysis of the socio-economic profile of respondents revealed a predominant presence of younger age groups, particularly those between 18-30 years, displaying active engagement with mobile phone brands on social media platforms. This demographic predominantly consists of individuals with higher educational qualifications, emphasising a tech-savvy audience within Karnataka. Examining the determinants influencing consumer engagement highlighted the pivotal role played by content relevance and quality, brand reputation, interactive communication, emotional branding and personalisation. These factors emerged as critical drivers impacting consumer engagement with mobile phone brands on social media in Karnataka. Further analysis of preferred social media platforms revealed Instagram's prominence among respondents, closely followed by WhatsApp, YouTube and Facebook, indicating varying engagement patterns across these platforms.