Regarding brand-building and acquiring consumers purposes, this research looks at the relative success of conventional advertising, reactions from firm-to-consumer (F2C) messaging on social media, and the number and intensity of customer-to-customer (C2C) communications on the social network and online forums. The findings demonstrate that conventional advertising works best for establishing a brand and attracting new clients. F2C social media messaging create impressions that enhance conventional advertising campaigns. Thus, a company's effectiveness in terms of developing its brand and promoting getting customers may be enhanced by carefully planning both conventional advertising and social media initiatives. Furthermore, businesses may affect brand growth and acquisition by increasing the number and valence of C2C messaging via conventional advertising. Managers may more effectively use the various communication kinds by using these results.

brand building, traditional advertising, F2C social messaging, C2C social communications, customer acquisition, social media marketing, consumer behaviour, brand equity