Abstract:
The main objective of this study is to explore how social media marketing help brands when brands
facings crises. Brand equity is a priceless asset of companies. We formulate that Social media is one
of the powerful tools for creating brand equity of business. A research shows that mostly owners of
different businesses say that use of social media do miracles for their businesses. Social media
consists of online web interactive tools such as Facebook, YouTube, Google plus, Twitter, Snap
chat, Blogs, whats app, imo Etc. Through these tools companies interact with their customers to
maintain positive relations with them and to become more close to customers. To support our
research we use case study of Maggi brand in India. In order to accomplish the objective of the study
we use Brand Asset Valuator model. The findings of our research shows that social media has
positive effect on brand equity during crisis. We also find that where the social media services are
not available there are less chances of brand improvement and it has negative effects on brand
loyalty and brand equity.
