{"id":20639,"date":"2024-03-29T08:50:52","date_gmt":"2024-03-29T03:20:52","guid":{"rendered":"http:\/\/www.sachdevajk.in\/?p=20639"},"modified":"2024-03-29T08:50:52","modified_gmt":"2024-03-29T03:20:52","slug":"influence-of-social-media-marketing-on-online-customers","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=20639","title":{"rendered":"Influence of social media marketing on online customers\u00a0"},"content":{"rendered":"

Influence of social media marketing on online customers<\/span><\/b>\u00a0<\/span><\/p>\n

Authors:<\/span><\/b>\u202f Rohan Rokade, Chandan Gupta, Mayuresh Suryarao<\/span>\u00a0<\/span><\/p>\n

Introduction:\u202f<\/span><\/b>\u00a0<\/span><\/p>\n

The multimedia marketing influences consumer behaviour through activities like\u202fadvertising and products recommendations, ratings and reviews, product placement, which directly promote products and create a desire for them. News broadcasts can also shape consumer opinions and preferences through the information and values they communicate<\/span>.<\/span>\u00a0<\/span><\/p>\n

Objectives:<\/span><\/b>\u202f<\/span>\u00a0<\/span><\/p>\n

To understand the <\/span>Influence of social media marketing on online customers\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Literature Review<\/span><\/b>:\u202f<\/span>\u00a0<\/span><\/p>\n

Neha s. & Preeti s. (2023) found that social media influences consumers repurchase intention towards branded products. Social networking sites provide a platform for communication between brands and consumers, using which businesses can influence customers\u2019 brand loyalty, brand trust and brand attitude. Social media motivates the consumers to repurchase products. It shows the strong association between social media and the intention of customers to repurchase brands. Further, brand attitude, brand loyalty and brand trust have a positive effect on the repurchase intention towards a brand. Social media has a positive significant effect on brand attitude, brand loyalty and brand trust towards repurchase intention of brands. Positive feedback and reviews support brand attitude, brand trust and brand loyalty, which leads to repurchase intention, whereas negative publicity, reviews and feedback affect brand attitude, brand loyalty and brand trust adversely. Consumer retention is led by fondness, satisfaction, services, quality, support and quality branded products, which have a positive significant effect on repurchase intention. Overall, companies should be vigilant about their social media communication and feedback and reviews of their products.<\/span>\u00a0<\/span><\/p>\n

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Awasthi b. (2023) states that growth of the Internet has encouraged many fast fashion online businesses to use social media to reach new customers. Nowadays, social media is increasingly being used as a promotional tool. Being the cheapest and most convenient means to communicate, social media is playing a vital role in enhancing the business of fast fashion industry. This study sought to find out the effectiveness of social media marketing factors in creating brand consciousness and brand trust, leading to purchase intention among consumers. The study examined the impact of SMM on BC and BT in fast fashion industry with reference to Rajasthan. The study found that SMM plays a vital role in influencing consumers\u2019 PI through BC and BT. The findings would help the market players to work out the effective communication strategy through social media to shape positive attitudes of customers towards purchase.<\/span>\u00a0<\/span><\/p>\n

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Data Collection<\/span><\/b>:\u202f<\/span>\u00a0<\/span><\/p>\n

For the above problem, 5 questions were framed to be answered on Likert scale with 1 to 5 points. 100 students from Kohinoor Business School were surveyed & for each question which was coded as 1 to 5, mean, standard deviation, standard error and t-stat was calculated.<\/span>\u00a0<\/span><\/p>\n

\u202f<\/span>\u00a0<\/span><\/p>\n

Data Analysis:<\/span><\/b>\u00a0<\/span><\/p>\n\n\n\n\n\n\n\n
\n

\u202f<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

Q1. <\/span>Advertisement seen on social media attracts me<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

Q2.\u202f<\/span>\u00a0<\/span><\/p>\n

\u202fSocial media helps me discover new brand products<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

Q3.\u202f<\/span>\u00a0<\/span><\/p>\n

\u202fI trust products promoted through social media<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

Q4. <\/span>Social media marketing affects my perception of brands<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n<\/td>\n

\n

Q5.\u202f<\/span>Product offers shown on social media attracts me<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Mean\u00a0<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

3.73<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

4.37<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

2.94<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

3.66<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

3.79<\/span>\u00a0<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Standard Deviation<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

1.13<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

0.75<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

1.24<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

1.26<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

1.30<\/span>\u00a0<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Standard Error<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

0.11<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

0.08<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

0.12<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

0.13<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

0.13<\/span>\u00a0<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

T- Statistic<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

-11.24<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

-8.35<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

-16.57<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

-10.64<\/span>\u00a0<\/span><\/p>\n<\/td>\n

\n

-9.35<\/span>\u00a0<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/span><\/p>\n

Conclusion:<\/span><\/b>\u00a0<\/span><\/p>\n

According to the research conducted the results show that, social media marketing <\/span>Influence on online customers, advertisement seen on social media does not attracts the people, social media does not help people discover new brand products, people do not trust products promoted through social media, social media marketing doesn\u2019t affect people perception of brands, Product offers shown on social media do not attract people.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

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Reference:<\/span><\/b>\u00a0<\/span><\/p>\n

SARIN, N.; SHARMA, P. Influence of Social Media Marketing on Brand Consciousness, Brand Trust and Purchase Intention with Reference to Fast Fashion Industry.\u202f<\/span>IUP Journal of Marketing Management<\/span><\/b>,\u202f<\/span>[s. l.]<\/span><\/i>, v. 22, n. 1, p. 31\u201347, 2023. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=39522c1e-aa25-3fb7-bcbd-4562191b82f1. Acesso em: 11 mar. 2024.<\/span>\u00a0<\/span><\/p>\n

AWASTHI, B. Role of Social Media Marketing in Long-Term Customer Retention: A Study with Reference to Luxury Brands in India.\u202f<\/span>IUP Journal of Brand Management<\/span><\/b>,\u202f<\/span>[s. l.]<\/span><\/i>, v. 20, n. 2, p. 21\u201335, 2023. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=f7ccc43c-4ea5-392c-a131-66619e8ff973. Acesso em: 11 mar. 2024.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Influence of social media marketing on online customers\u00a0 Authors:\u202f Rohan Rokade, Chandan Gupta, Mayuresh Suryarao\u00a0 Introduction:\u202f\u00a0 The multimedia marketing influences consumer behaviour through activities like\u202fadvertising and products recommendations, ratings and reviews, product placement, which directly promote products and create a desire for them. News broadcasts can also shape consumer opinions and preferences through the information… Continue reading Influence of social media marketing on online customers\u00a0<\/span><\/a><\/p>\n","protected":false},"author":139357,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-20639","post","type-post","status-publish","format-standard","hentry","category-business","entry"],"_links":{"self":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20639","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/users\/139357"}],"replies":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=20639"}],"version-history":[{"count":1,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20639\/revisions"}],"predecessor-version":[{"id":20640,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20639\/revisions\/20640"}],"wp:attachment":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=20639"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=20639"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=20639"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}