Investigation of Brand Communication Strategies and Audience Acceptance Across Multi-Media Platforms

Abstract

This study examines how the multi-media brand communication strategy is related to audience acceptance, while taking into account the mediating role of brand engagement in Bangalore. In today's digital age, integrated and cross-platform communication strategies are more important than ever to ensure a consistent message and improve consumer responsiveness. The research design adopted is quantitative with 430 respondents who are responsible for using several media and the testing of the relationship is carried out using Structural Equation Modeling (SEM). The results show that brand communication strategies have remarkably positive impacts on brand engagement and audience acceptance. In addition, brand engagement has a significant effect on audience acceptance and partially mediates between brand communication strategies and audience acceptance. The results also show that the effectiveness of brand communication cannot be solely accounted for in terms of the extent of the delivery but also in terms of audience engagement on platforms. The study adds to the body of knowledge in the field of the integrated marketing communication and media convergence and provides marketers with practical knowledge to improve brand communication effectiveness in multi-media communication.