A Qualitative study on the Influence of Social Media Marketing Campaigns on consumer purchase

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Published Sep 8, 2021
Siddharth Nanda Dr. Sangeeta Johri Dr. Kaushik Mishra

Abstract

People now spend most of their time using social networking applications on their phones, thanks to technological advances. There's no doubt that advertising campaigns on various products and services via social media is a better approach to obtain consumers' positive buy intentions. This leads to an increase in sales owing to customers' positive purchase intentions in today's modern environment. Customers should be able to connect with one other on the companies' platforms, according to previous surveys (Rowley, 2004).

Everyone is connected to the internet in today's digitalized society, and it's not just the young. Advertising via social applications and the internet is therefore an option for advertisers. To acquire a product or service, a consumer must first form an opinion about that product or service. Until smart phones hit the general market, social media marketing was done via SMS, and several studies have shown that people are eager to be promoted to through their social network phones. It is true that patterns have completely altered throughout time. However, depending on the advertising channel, promotional methods and advertising might influence customer perception and buy intention (Elliott & Speck, 1998).

Customer motivation and perception are taken as variables as it plays a key role in influencing consumer purchase decisions. As a result, companies would be able to learn more about how consumers view their brand or product. Advertisers and customers alike profit from the comments and posts of others on social media as an advertising medium (Cha, 2009). Firms often take their lead from social media sites like Facebook that allow internet users to form virtual relationships with one other so they may benefit from their likes and comments on various postings (Andriole, 2010). Users can conduct a variety of functions with social networking applications, including finding, accessing, and sharing information, bill payment, navigation, and shopping. For this reason, several firms have built their own smart phone applications for communicating with clients and advertising their products (Kim, Wang & Malthouse 2015). Intention to purchase may be described as a customer's belief that he or she will acquire a certain product and/or service Numerous elements (internal and/or external) can influence a customer's decision to buy. Apps platforms and social media advertising have the potential to affect consumer views and motivations, therefore influencing their buying intentions.

This study aims to examine the influence of social media marketing campaigns on customers' purchase intentions. The target audience (which includes both men and women) who rely heavily on smart phones and social media sites such as Facebook etc. The primary would be collected by interview process for the study. It focuses on the influence of social media marketing campaigns while studying the relationship between consumer perception, motivation, and purchase intention.

How to Cite

Siddharth Nanda, Johri, D. S., & Mishra, D. K. (2021). A Qualitative study on the Influence of Social Media Marketing Campaigns on consumer purchase. SPAST Abstracts, 1(01). Retrieved from https://spast.org/techrep/article/view/209
Abstract 11 |

Article Details

Keywords

social media, campaigns, motivation, perception, purchase

References
1. Andriole, S. J. (2010). Business Impact of Web 2.0 Technologies. Communications of the ACM, 53, 67. https://doi.org/10.1145/1859204.1859225
2. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28, 307
3. Holzner, S. (2008). Facebook Marketing: Leverage Social Media to Grow Your Business. London: Pearson Education.
Section
SMH1: Management