An Analysis Of The Role Of Social Media In Shaping Overall Brand Visibility (With Reference To Swiggy)
Keywords:
Social Media Marketing, Brand Visibility, Digital Marketing, Customer Engagement, Swiggy, Brand Awareness, Consumer Behavior, Influencer Marketing, Online Branding, Social Media AdvertisingAbstract
Social media has become one of the most influential marketing tools in the digital era, significantly transforming how
brands communicate with consumers and establish market presence. Companies increasingly use platforms such as
Instagram, Facebook, X (formerly Twitter), YouTube, and LinkedIn to enhance customer engagement, improve brand
visibility, and influence purchasing behavior. This study analyzes the role of social media in shaping overall brand
visibility with special reference to Swiggy, one of India’s leading online food delivery and quick-commerce platforms.
The paper examines how Swiggy utilizes creative digital campaigns, influencer marketing, customer interaction, and
social media advertising to strengthen brand awareness and consumer loyalty. The findings reveal that social media
significantly enhances brand recall, customer engagement, and market competitiveness. The study also highlights the
challenges associated with digital branding, including online competition, reputation management, and changing
consumer preferences.
