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VOL. 11, ISSUE 8 (2025)
A study on the effects of social media on brand reputation and consumer purchase behaviour: A study of Bata Corporation in India
Authors
Raja Kumar, Dr. Amar Nath
Abstract
The increasing use of social media has transformed the way companies
interact with their consumers. This study aims to examine how the presence of a
brand on social media platforms impacts its reputation and consumer purchase
behaviour. The chosen brand for this research is Bata Corporation, a
multinational footwear manufacturer based in India. In recent years, there have
been several cases where brands have faced serious backlash on social media due
to negative reviews or comments. This can greatly affect a company's reputation
and ultimately impact its sales and profits. On the other hand, positive
engagement with customers through social media can improve brand perception and
drive consumer loyalty. To investigate these effects, data will be gathered
from various sources including online surveys, focus groups and interviews with
Bata customers in India. The findings of this research will help shed light on
how consumers perceive Bata Corporation's presence on social media and whether
it influences their purchasing decisions.
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Pages:223-227
How to cite this article:
Raja Kumar, Dr. Amar Nath "A study on the effects of social media on brand reputation and consumer purchase behaviour: A study of Bata Corporation in India". International Journal of Commerce and Management Research, Vol 11, Issue 8, 2025, Pages 223-227
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