Dr. S. SaiGanesh, Professor, School of Commerce & Management Studies, Dayananda Sagar University
Prof. Parameswaran, Adjunct Faculty, Nargund college of Pharmacy Bengaluru; email: parameswaran166@gmail.com
Abstract
In the contemporary landscape of marketing, the emergence of social media platforms has redefined brand extension strategies. This article explores the pivotal role of leveraging user-generated content (UGC) in brand extension success within the context of social media. Through a comprehensive analysis of research methodologies, questionnaires, and hypotheses, this study aims to shed light on the strategic implications of harnessing UGC for brand extension in the digital era. By bridging the gap between theoretical insights and practical applications, this research seeks to provide marketers with actionable strategies to maximize brand extension efforts in the social media age.
Keywords: Brand extension strategies, social media marketing, User-generated content (UGC), Digital marketing
Citation of this paper: SaiGanesh, S., & Parameswaran. (2024). Brand extension in the era of social media: leveraging user-generated content for success. VLEARNY Journal of Business, 1(2), 20–26. https://doi.org/10.5281/zenodo.10912693
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VLEARNY Journal of Business
1 (2) 2024, 20-26, https://vlearny.com/journal/ © VLERNY Technology LLP.