Portrayal Of Women For Brand Communication Through Media Convergence

Abstract

This study is to examine the different appeals used by the brands focusing on women to influence consumers through media convergence of Facebook and television. The researchers have conducted qualitative research through informal interviews of 125 Facebook users from Delhi /NCR region (both students and working professionals) and 20 Facebook brands were taken as a sample for observation from October 2017 to December 2017. The result revealed that Brand Communication on Television when further promoted through Facebook showcasing the vital role of women in them were effective and women were the center of attraction and influence consumer behavior. Further, the Brand Managers should use Facebook as the premium marketing platform for their brand communication focusing on different women appeals.