Social media as a tool for interaction between brands and consumers

Abstract

The role of social networks in the modern media system has significantly increased, becoming an important mechanism for establishing prompt and personalized interaction between brands and consumers. This development has laid the foundation for brands to reconsider their strategies and implement new approaches. This study examines the official Instagram and YouTube pages of Apple, Samsung, and Xiaomi. The aim is to conduct a comparative analysis of these brands' communication strategies on social media and to identify the most effective approaches. Content analysis was conducted based on the AIDA model and the Lasswell model, using content published in September, October, and November 2024. The comparison of quantitative and qualitative indicators revealed that successful communication depends on content quality, publication frequency, visual and conceptual consistency, and the ability to establish an emotional connection with the audience. The results emphasize the importance of content diversification, consideration of the target audience's characteristics, and the timely and systematic use of relevant trends to ensure effective interaction between brands and their consumers on social media. Thus, the research findings can serve as a foundation for developing practical recommendations aimed at fostering sustained consumer interest and loyalty in a highly competitive digital environment.