AN EMPIRICAL PERSPECTIVE FOR IMPACT OF “SOCIAL MEDIA MARKETING” IN INFLUENCING “CONSUMER PURCHASE INTENTION”

Dr. Giri Yogeshwari L. (Associate Professor), Sanjay Ghodawat University Kolhapur, India), Email: Giri.yog@gmail.com
Virat V. Giri Principal, Sanjay Ghodawat Polytechnic, Kolhapur, email id- Virat.giri@gmail.com

Abstract

Successful strategies of promotion and marketing help in achieving customer development, long term success and profitability for the company. The current markets become even more competitive with the help of changing market, innovative technological advancements and globalisation. These things have rapidly transformed the entire business arena. Different platforms such as Twitter, Facebook, YouTube, etc are trying to push the marketing enterprises towards the new direction with the help of social media It has penetrated deep into the lives of millions of people across the world which also attracts the attention of the marketers. Studies have been done for determining the way it would influence the purchasing intentions of consumers. The results of these studies show that social media and trust influence the purchasing intentions of the consumers significantly. They also show that SMM or Social Media Marketing have a bigger impact as compared to trust in the purchasing intentions with the help of social media websites. Thus, improving the quality of the websites helps in improving the trust of the customers. A sample of 371 respondents was surveyed to know different factors that help the social media marketing in influencing consumer purchase intention. It was concluded that Quick and effective, Trust and reliability, Building product awareness, Promotions, deals, and discounts, and Reviews and experiences are the factors that helps the social media marketing in influencing consumer purchase intention and there is a significant impact of these factors on social media marketing in influencing consumer purchase intention.

Keywords:

social media marketing, SMM, brand equity

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