CRITICAL FACTORS OF SOCIAL MEDIA MARKETING AND ITS INFLUENCE ON CUSTOMERS? BUYING DECISION
Autor (i): Dr. Khushbu Agarwal
Cuvinte cheie: Social Media, Marketing, Factor Analysis, Purchase decision.
Abstract:
Social media marketing (SMM) is the latest innovation in the marketing world. The base for any media to succeed is to make Conversation impactful. Social media marketing is the new method of marketing, which is based on the common principle of Word of Mouth (WOM). Social media gives marketers a voice and a way to communicate with peers, customers and potential consumers. It personalizes the "brand" and helps you to spread your message in a relaxed and conversational way. It is been found that India is the world’s 7th largest internet market, growing at 11.2%. Social media users in India grew from 38 million in November 2011 to 60.5 million at present. In a nutshell, the social media websites in India are growing by almost 100% year after year. As Social media has risen to a great level in India since last few years, still huge opportunities are untapped. Marketers in the west have already taken advantage of Social Media but Indian marketers are still lagging behind in this foray. This study is an attempt to create awareness among Indian marketers about the power of Social media Environment spreading at large. The central theme of the present research work revolves around the identification of most influential social media marketing factors for making the purchase decision of customers with special reference to Rajasthan. To serve the objective a sample of 358 users of social media was selected. From the study it was observed that easier searching of information on social media is an extremely influential factor while making purchase decision on it.
Social media marketing (SMM) is the latest innovation in the marketing world. The base for any media to succeed is to make Conversation impactful. Social media marketing is the new method of marketing, which is based on the common principle of Word of Mouth (WOM). Social media gives marketers a voice and a way to communicate with peers, customers and potential consumers. It personalizes the "brand" and helps you to spread your message in a relaxed and conversational way. It is been found that India is the world’s 7th largest internet market, growing at 11.2%. Social media users in India grew from 38 million in November 2011 to 60.5 million at present. In a nutshell, the social media websites in India are growing by almost 100% year after year. As Social media has risen to a great level in India since last few years, still huge opportunities are untapped. Marketers in the west have already taken advantage of Social Media but Indian marketers are still lagging behind in this foray. This study is an attempt to create awareness among Indian marketers about the power of Social media Environment spreading at large. The central theme of the present research work revolves around the identification of most influential social media marketing factors for making the purchase decision of customers with special reference to Rajasthan. To serve the objective a sample of 358 users of social media was selected. From the study it was observed that easier searching of information on social media is an extremely influential factor while making purchase decision on it.
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