The aim of this research it to identify the determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. There is a growing importance to this media to increase consumer’s online participation and engagement. Marketers today use social networking sites as their communication channel to promote their brands. In addition, this paper provides a comparative analysis of the most commonly used online tools and platforms that provide graphic design solutions and increase the effectiveness of online marketing campaigns. Through a relevant literature review in the field of social media marketing, the importance of visual elements and graphic design in online marketing communication is emphasized. Visual content, through social media platforms, boosts user awareness of existing brands and makes it easier for users to associate with the organization. These online platforms offer complete customization options, a wide range of different editing tools and templates and diverse functionalities. Given the importance of visuals in social media marketing, an abundance of tools are created with different features in order to support content design. The aim of this paper is to analyze the effectiveness of online graphic design tools that are used for creating visual content adapted to the requirements of communication on social networks. Social media have become a real field for competition in terms of creating competitive content and attracting more users’ attention.
In order to achieve higher engagement, social media posts are enriched with compelling visuals. Social media users interact with visual content. This paper focuses on the importance of effective visual content for social media and the usage of different tools that can facilitate and improve its creation. In order to complement social media marketing activities, graphic design is used as a crucial part of a content strategy. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. Development of the internet conditioned the evolution of marketing.
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