Impact of Social Media Engagement on Brand Image Perception in Cameroon

Purpose: The aim of the study was to assess the impact of social media engagement on brand image perception in Cameroon. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that active engagement on social platforms can significantly enhance a brand's image. Brands that interact regularly and authentically with their audience tend to foster stronger relationships and build trust. Positive engagement, such as responding to customer inquiries, sharing user-generated content, and maintaining a consistent and relatable presence, contributes to a more favorable perception. Conversely, negative interactions or a lack of engagement can harm a brand's reputation. The immediacy and transparency of social media also amplify these effects, making it crucial for brands to strategically manage their online interactions to positively influence public perception and maintain a strong, positive brand image. Implications to Theory, Practice and Policy: Social influence theory, cognitive dissonance theory and selective exposure theory may be used to anchor future studies on assessing the impact of social media engagement on brand image perception in Cameroon. Brands should prioritize personalized content strategies on social media platforms, tailored to specific audience segments and industry contexts. Policymakers and industry regulators should collaborate to establish ethical guidelines for social media engagement practices, particularly concerning influencer collaborations and sponsored content.