Effects of Social Media Campaign on the Purchase Choices of Consumers |
Author(s): |
| Dr. Veni Nair , ITM Business School; Dr. Sarit Prava Das, ITm Business School |
Keywords: |
| Online Purchase, Consumer Choice, Social Media Platform |
Abstract |
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The advent of social media has created a replacement landscape for brands that try to attract consumers. The objective of the study is to clarify why, when, and the way social media has impacted the consumers. The theoretical framework rests on consumer's decision making process. Quantitative analysis technique was incorporated for analysis. The findings indicated that people pursue an energetic role in information search on social media comparison to mass media, nonetheless information exposure is selective and subjective throughout the course of data search. |
Other Details |
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Paper ID: IJSRDV6I100153 Published in: Volume : 6, Issue : 10 Publication Date: 01/01/2019 Page(s): 398-407 |
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