Measuring New Normal Strategy of Brands on Digital Branding during Covid-19

ABSTRACT

The research addresses the role of digital marketing solutions in creating a synergy of SMEs and the influence of customer perception in building strong branding during COVID-19. The researcher has taken the communication through social media (SCM) as an independent variable, whereas the market shares (MS), brand loyalty (BL), and general feedback from customers (GF) as dependent variables. The information is collected from 100 managers and owners of SMEs from different locations in Saudi Arabia. The correlation analysis of communication through digital media with the market share, brand loyalty, and general feedback of customers is 0.79, 0.75, and 0.84, where there is a strengthening relationship between dependent and independent variables. The significance F value is below 0.05, and the p-value of all three variables is below 0.05, which means that the null hypothesis is rejected as there is a strong relationship between dependent and independent variables. The results show a strong relationship between variables, and organizations need to emphasize adopting digital media. Disciplinary Management (Marketing & Digital Branding, Marketing Research). (c) 2022 INT TRANS J ENG MANAG SCI TECH.