: We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt
in every sphere of life. It has not just challenged the geographical limitations narrowing the gaps between the
places that are situated faraway from each other and made the life easier with huge number of facilities but has
also influenced our attitudes and values. In such a situation, online shopping has started emerging as a popular
shopping option among urban and modernised consumers. Not all the consumers show similar trends while
using ecommerce. People of different clusters have different comfort zones as far as online shopping behaviour
is concerned. Product preferences vary with a change in demographics. Level of satisfaction is also different for
different set of consumers. Though window shopping is no longer an alien concept even for the internet
immigrants, purpose of use is certainly different for every age group. Literatures reveal that the attractive
features of the medium have tempted many researchers from time to time to throw light on lesser known areas
but there is still much to be explored. This paper is an endeavour to study about the potential of the medium to
market consumer electronics analysing in details the electronic shopping behaviour of different age groups. A
random survey has been conducted among the people of the age group of 19 – 35 (n – 100) and the samples
have been divided into four groups 19 – 22, 23 -26, 27 – 30 and 30 – 35. Reactions have been studied through
a questionnaire containing close ended questions. Analysis of data has been done through data graphs
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This study aims to specify Generation Y consumers’ attitude toward social media marketing. Given this context the questionnaire prepared for gathering data was distributed among 150 students of Jamal Mohamed College,Trichy belonging to age group 18-33 during August 2013.This research paper is based on my M.Phil dissertation.
Consumer power through information, network, and crowd based platforms.IliaPlatonov
Research Work for Wilkes University MBA 520 Marketing Management.
The research paper answers the following questions.
• What are the positive and negative effects that transpire from consumer power?
• What are the three distinct consumer power sources and how do they each influence the Internet consumer base?
• What forms of consumer power will further develop and increase influence and what does the future of Information Based, Network Based and Crowd Based Consumer Power look like?
Keywords: Consumer power, Internet, Social platforms, Communication, Consumer Relationships
The effect of social media on consumer's decision making process among ibep s...Niswatun Chaira
Social media is a virtual place which can be Blogs and different websites are used by individuals or
companies to share about them and their products trough internet. Kaplan and Haenlein (2010)
conceptualized social media as an internet-based program that provides a platform for consumers to
express their own opinions, share information and past experiences using different social networks, blogs
and other content areas.
The efficiency of social media has empowered the marketers and customers with fast interaction and
communication processes to enhance customer service, increase brand awareness and build strong
customer–brand relationships. Using social media tools, consumers will have the chance to express their
opinions to a larger number of individuals and also find the desired information quickly without incurring
much cost (Severi et al., 2014).
This study aimed to determine how the influence of social media for purchase making process. According
to result that got from survey or questionnaire, consumer’s decision making influenced by the Informative
and the alternative of social media.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This study aims to specify Generation Y consumers’ attitude toward social media marketing. Given this context the questionnaire prepared for gathering data was distributed among 150 students of Jamal Mohamed College,Trichy belonging to age group 18-33 during August 2013.This research paper is based on my M.Phil dissertation.
Consumer power through information, network, and crowd based platforms.IliaPlatonov
Research Work for Wilkes University MBA 520 Marketing Management.
The research paper answers the following questions.
• What are the positive and negative effects that transpire from consumer power?
• What are the three distinct consumer power sources and how do they each influence the Internet consumer base?
• What forms of consumer power will further develop and increase influence and what does the future of Information Based, Network Based and Crowd Based Consumer Power look like?
Keywords: Consumer power, Internet, Social platforms, Communication, Consumer Relationships
The effect of social media on consumer's decision making process among ibep s...Niswatun Chaira
Social media is a virtual place which can be Blogs and different websites are used by individuals or
companies to share about them and their products trough internet. Kaplan and Haenlein (2010)
conceptualized social media as an internet-based program that provides a platform for consumers to
express their own opinions, share information and past experiences using different social networks, blogs
and other content areas.
The efficiency of social media has empowered the marketers and customers with fast interaction and
communication processes to enhance customer service, increase brand awareness and build strong
customer–brand relationships. Using social media tools, consumers will have the chance to express their
opinions to a larger number of individuals and also find the desired information quickly without incurring
much cost (Severi et al., 2014).
This study aimed to determine how the influence of social media for purchase making process. According
to result that got from survey or questionnaire, consumer’s decision making influenced by the Informative
and the alternative of social media.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
Digital economy, characterized by wide access to large volumes of information, immediacy of its circulation as well as ubiquity of online communications, is shaping a new informational ecosystem, where the power of supporters and detractors is multiplied. Democratization brought about by new technologies enables any individual to generate content and create their own communities and audiences.
This context implies important challenges for corporate reputation management, where reputation is understood as a set of collective evaluations that an organization evokes in its stakeholders and that are able to lead to value– generating behaviours. Thus brands may only be successful if they are able to participate in those networks that are interesting for their stakeholders and establish long–term relations, unleashing favourable behaviours. In this scenario, corporate communication is making a U–turn, and companies are likely to face a new challenge – brand journalism, a new way of communication brought about by the influence of the Internet and the proactive attitude assumed by stakeholders.
The present report summarizes the results of the 3rd issue and the previous year, and is a rigorous analysis of comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance.
The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google. The report identifies relevant content for different audiences and helps to map key reputational risk areas for companies.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
Our recent research shows the myriad ways that digital consumers are increasingly incorporating social and mobile technologies into their shopping and buying experiences.
Digital Marketing and "Virtual Touch" TechnologyCharmian Solter
The reach and effectiveness of digital marketing caused a decline in the usage of traditional marketing channels, including face-to-face interaction, paving the way for “virtual touch,” social media platforms, video marketing, and real-time chat applications to address consumer demand for authenticity and engagement in today’s digital marketplace.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
In the recent year’s development of Internet is an increasingly important factor in today’s lifestyle. As online advertising budgets of marketers are growing every year, internet advertising has developed in similar way. The following types of online advertisement: banner advertisement, pop-up advertisement, web advertising also called. To deliver promotional marketing messages to consumers, internet advertising can be used as internet advertising is a type of marketing. Fast retrieval of the relevant information from databases has always been a significant issue. Data clustering is one of the chief techniques among the numerous techniques developed for this purpose. Social media is the collaborative tools used for communication that helps the companies to gain the potential users and makes them visible who have no knowledge of their products. Companies can locate target users by analysing their interests, in particular brand and for this purpose social media advertising can be used. It will lead to a systematic approach by developing a technique to effectively improve the marketing plans. This can be possible if we are using data mining clustering algorithm to find out key users to rise up the marketing tactics in internet advertisement. It describes the general working behaviour, the methodologies followed by these approaches and the parameters which affect the performance of these algorithms. The main objective of this paper is to gather more core concepts and techniques in the large subset of cluster analysis.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
The effect of social media communication on consumer perceptions of brandsJohnRandom
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
As enterprises try to catch up with the social media buzz, many companies are starting to realize that it is difficult to define tangible business outcomes around social media investments. Social intelligence and social analytics are new con- cepts which have the potential to help enterprises move beyond basic marketing and define a goal-oriented strategy around social media.
The next wave of social media investments will be in enterprise programs that are designed to facilitate participation in social media interactions, analyzing the data generated and taking real time actions that govern product, marketing, distribu- tion and pricing processes.
The larger ecosystem of any enterprise includes business partners, employees and customers. Each of these constituents plays an important role in processes that govern innovation, customer experience, collaboration, supply chain, talent management and overall business growth. Social media is emerging as the glue that binds these groups and creates tidal waves that can make or break the fu- ture of any company. The only way organizations can ride this wave successfully is to track the social interactions, derive events and patterns that can lead to business process improvements across different functional areas. Another aspect of social media which is internal to an enterprise is in terms of collaborative busi- ness processes where collective knowledge sharing and decision-making is greatly enhanced through social tools.
Certain emerging trends in technology such as the collaboration between social media and mobile technology providers have created a revolution in the adoption rate of social media. The confluence of social media and mobile technologies is creating upheaval not just in competitive dynamics but also across social and po- litical spheres.
The focus of this paper is to enable organizations to define a strategy around Social Media and tie it to measurable outcomes as defined by core processes that are critical to the survival and growth of any enterprise.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The aim of this study is to determine the role and effect of social media in the purchasing
behavior of consumers. The purchasing behavior is taken into analysis as pre and post purchasing. The data
was gathered from university students who are intensive users of the Internet and social media that identified
as the sample of the research. The sample was chosen by convenience sampling and 306 university students
were reached. Descriptive method was used in the research and the scale was used in the framework of prepurchasing and post-purchasing behavior. The research findings show that the social media marketing
strategies has a meaningful impact and that there is a meaningful but not strong relationship between the
social media frequency of use and its effect on purchasing behavior. This means that the firms should try to
understand the social media users’ reasons and expectations in social media and react according to their
needs and taking care of users’s expectations.
Digital economy, characterized by wide access to large volumes of information, immediacy of its circulation as well as ubiquity of online communications, is shaping a new informational ecosystem, where the power of supporters and detractors is multiplied. Democratization brought about by new technologies enables any individual to generate content and create their own communities and audiences.
This context implies important challenges for corporate reputation management, where reputation is understood as a set of collective evaluations that an organization evokes in its stakeholders and that are able to lead to value– generating behaviours. Thus brands may only be successful if they are able to participate in those networks that are interesting for their stakeholders and establish long–term relations, unleashing favourable behaviours. In this scenario, corporate communication is making a U–turn, and companies are likely to face a new challenge – brand journalism, a new way of communication brought about by the influence of the Internet and the proactive attitude assumed by stakeholders.
The present report summarizes the results of the 3rd issue and the previous year, and is a rigorous analysis of comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance.
The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google. The report identifies relevant content for different audiences and helps to map key reputational risk areas for companies.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
Our recent research shows the myriad ways that digital consumers are increasingly incorporating social and mobile technologies into their shopping and buying experiences.
Digital Marketing and "Virtual Touch" TechnologyCharmian Solter
The reach and effectiveness of digital marketing caused a decline in the usage of traditional marketing channels, including face-to-face interaction, paving the way for “virtual touch,” social media platforms, video marketing, and real-time chat applications to address consumer demand for authenticity and engagement in today’s digital marketplace.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
In the recent year’s development of Internet is an increasingly important factor in today’s lifestyle. As online advertising budgets of marketers are growing every year, internet advertising has developed in similar way. The following types of online advertisement: banner advertisement, pop-up advertisement, web advertising also called. To deliver promotional marketing messages to consumers, internet advertising can be used as internet advertising is a type of marketing. Fast retrieval of the relevant information from databases has always been a significant issue. Data clustering is one of the chief techniques among the numerous techniques developed for this purpose. Social media is the collaborative tools used for communication that helps the companies to gain the potential users and makes them visible who have no knowledge of their products. Companies can locate target users by analysing their interests, in particular brand and for this purpose social media advertising can be used. It will lead to a systematic approach by developing a technique to effectively improve the marketing plans. This can be possible if we are using data mining clustering algorithm to find out key users to rise up the marketing tactics in internet advertisement. It describes the general working behaviour, the methodologies followed by these approaches and the parameters which affect the performance of these algorithms. The main objective of this paper is to gather more core concepts and techniques in the large subset of cluster analysis.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
The effect of social media communication on consumer perceptions of brandsJohnRandom
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
As enterprises try to catch up with the social media buzz, many companies are starting to realize that it is difficult to define tangible business outcomes around social media investments. Social intelligence and social analytics are new con- cepts which have the potential to help enterprises move beyond basic marketing and define a goal-oriented strategy around social media.
The next wave of social media investments will be in enterprise programs that are designed to facilitate participation in social media interactions, analyzing the data generated and taking real time actions that govern product, marketing, distribu- tion and pricing processes.
The larger ecosystem of any enterprise includes business partners, employees and customers. Each of these constituents plays an important role in processes that govern innovation, customer experience, collaboration, supply chain, talent management and overall business growth. Social media is emerging as the glue that binds these groups and creates tidal waves that can make or break the fu- ture of any company. The only way organizations can ride this wave successfully is to track the social interactions, derive events and patterns that can lead to business process improvements across different functional areas. Another aspect of social media which is internal to an enterprise is in terms of collaborative busi- ness processes where collective knowledge sharing and decision-making is greatly enhanced through social tools.
Certain emerging trends in technology such as the collaboration between social media and mobile technology providers have created a revolution in the adoption rate of social media. The confluence of social media and mobile technologies is creating upheaval not just in competitive dynamics but also across social and po- litical spheres.
The focus of this paper is to enable organizations to define a strategy around Social Media and tie it to measurable outcomes as defined by core processes that are critical to the survival and growth of any enterprise.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The aim of this study is to determine the role and effect of social media in the purchasing
behavior of consumers. The purchasing behavior is taken into analysis as pre and post purchasing. The data
was gathered from university students who are intensive users of the Internet and social media that identified
as the sample of the research. The sample was chosen by convenience sampling and 306 university students
were reached. Descriptive method was used in the research and the scale was used in the framework of prepurchasing and post-purchasing behavior. The research findings show that the social media marketing
strategies has a meaningful impact and that there is a meaningful but not strong relationship between the
social media frequency of use and its effect on purchasing behavior. This means that the firms should try to
understand the social media users’ reasons and expectations in social media and react according to their
needs and taking care of users’s expectations.
Os desafios em empreender após a FaculdadeAndré Bianchi
Conto como foi criar a primeira empresa ainda na Faculdade, como foi quebrar e montar uma segunda aprendendo com erros e acertos e levando a empresa para todos os Estados do Brasil e Estados Unidos.
Influence of Pupil-teacher Ratio on Performance in Kenya Certificate of Prima...inventionjournals
The purpose of this study was to investigate the influence pupil-teacher ratio on KCPE performance in Kitise Division, Makueni County. The study used descriptive survey design. The target population comprised of 24 head teachers and 172 teachers. The sample for the study was 24 head teachers and 119 teachers. This study used questionnaires to collect data while descriptive statistics were used to analyze data. Findings revealed that high pupil-teacher ratio in the schools affected KCPE performance. Based on the findings of the study it is recommended that the government should employ more teachers to counteract the high number of pupils in schools so that performance can be improved. It is also recommended that the government should build more primary schools to decongest existing ones in Makueni County.
AICTE Sponsored National Conference on “Artificial intelligence in Marketing”, Department of Management Studies, PSNA college of Engineering & Technology, Dindigul, Tamil Nadu, India on 23rd December 2020
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
social media has become a component of the community that has been adopted in business
operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by
technological advancements. Social commerce derived through social media supports the user's comfort with
occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social
commerce. Hence, the research problem
The aim of this study was to determine consumer segments based on the acceptance of
shoppable ads from fashion brands on online social media platforms. To achieve this objective, we
used the technology acceptance model (TAM) to offer a vision of the perceptions of the shoppable
ads, attitudes and behaviors of social network users, using social media marketing activities as
a background. Second, we searched for fashion social buyer segments using finite mixture partial
least squares (FIMIX-PLS). Third, we sought to characterize these consumer segments. A sample
of 486 users of social networks who accessed through mobile devices was obtained. The inclusion
of social media marketing variables as antecedents of acceptance allowed us, to a large extent, to
understand the intention to buy clothing by these social media users.
IMPACT OF SOCIAL MEDIA MARKETING IN THE BUYING INTENTION OF FASHION PRODUCTSindexPub
People in the twenty-first century do not have the time to visit and engage with one another. Through social media, users may join to social networking sites and stay in touch even when they are far away. In addition, social media platforms like Facebook foster a devoted relationship between the fashionable product and the consumer also helps in influencing customers for buying motive, opening up significant advertising prospects. Similar to this, other social media platforms, such as blogs, offer a place for people to comment on events that require publicising and can be used as a marketing tool for both customer adoption and promotions of fashion industry. People are now finding your social media page for buying by following and subscribing to fashionable pages and blogs. Since there is a lag between the time a social event occurs and when it is transmitted, these media have an advantage over other widely used public media, such as television. This study focuses on the tactics that can expand the current viral marketing model outside the realm of traditional social media. Consequently, it can aid in forging a strong enough community to support initiative buying and efficient marketing.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
: Social media marketing is one medium that can be used to build and maintain brand loyalty. This study aims to determine the effect of campaigns advantageous offer, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media brand loyalty conducted at the University Budi Luhur, Jakarta. Data analysis used regression method with 325 respondents. The sampling technique used a proportional random sampling. Validity and reliability tests are used in testing instruments. The results of this study indicate that offer advantageous campaigns, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media has a significant influence on brand loyalty. The benefit of social media marketing is one of them as a customer relationship management. Suggestions for further research are able to use variables such as trust and service quality.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
Social media marketing is one medium that can be used to build and maintain brand loyalty. This study aims to determine the effect of campaigns advantageous offer, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media brand loyalty conducted at the University Budi Luhur, Jakarta. Data analysis used regression method with 325 respondents. The sampling technique used a proportional random sampling. Validity and reliability tests are used in testing instruments. The results of this study indicate that offer advantageous campaigns, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media has a significant influence on brand loyalty. The benefit of social media marketing is one of them as a customer relationship management. Suggestions for further research are able to use variables such as trust and service quality
Do Social Media Impact Consumer Buying Decisions in the Fashion Industry duri...Dr. Amarjeet Singh
Impact on consumer shopping behavior ramped up despite the fluctuations in the pandemic and lockdown in the past year due to of the social media. Because the advent of social media has changed the globe and the whole way it operates, putting the society and its peoples closer together even as a means of boosting customer assets through powerful communication during this challenging period. The purpose of this study is to define the characteristics of social media marketing factors and to examine the impact of those perceived factors upon customer purchasing decisions, given the immense concern in using social media marketing among fashion brands during the period of covid-19 pandemic. This research primarily fixated on five variables in social media, such as entertainment, interactions, trendiness, customization and word of mouth effect on the consumer purchasing decisions. A deductive methodology was taken, and 100 questionnaires, via the Google online form, were circulated to gather data. For data interpretation using SPSS, descriptive and inferential statistics were used such as mean value, standard deviation and correlation and regression analysis. The study of the data shows that social media-marketing factors like entertainment, communications, trends, customizing and word of mouth influence customer buying decisions, and that these factors have a positive relation with consumer purchase decisions. These results also revealed that women and individuals aged twenty-five to thirty-four years of age are more inclined to buy fashion-related products during this pandemic situation and suggested to develop marketing tools targeted at this particular category. Further, the results of this study will help fashion companies more specifically forecast the purchasing habits of their customers and control their investments and marketing efforts in this challenging period.
The Effect of Advertising Awareness on Brand Equity in Social MediaDr. Abdullah Alhaddad
Social media is a phenomenon that has drawn a lot of attention both to companies and
individuals interacting on the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in
social media seeking to build brand equity by building the brand awareness and positive image for brand.
The essence of this study is to research how a company can seize the moment of using social media
networks to create brand equity and also explore its challenges to draw the attention of those companies
venturing into social media networks to increase brand awareness and brand image. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like print
media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and
social. Awareness which include both of recall and recognition become the first step for any move toward a
successful market strategy. The Main purpose of this study is to show the role of awareness at social media
on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising
awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model
reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations
modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both
brand awareness and brand image. Also advertising awareness has effects on brand equity. The study
finding can be used by mobiles market to increasing brand equity.
Saudi Arabia stands as a titan in the global energy landscape, renowned for its abundant oil and gas resources. It's the largest exporter of petroleum and holds some of the world's most significant reserves. Let's delve into the top 10 oil and gas projects shaping Saudi Arabia's energy future in 2024.
Event Management System Vb Net Project Report.pdfKamal Acharya
In present era, the scopes of information technology growing with a very fast .We do not see any are untouched from this industry. The scope of information technology has become wider includes: Business and industry. Household Business, Communication, Education, Entertainment, Science, Medicine, Engineering, Distance Learning, Weather Forecasting. Carrier Searching and so on.
My project named “Event Management System” is software that store and maintained all events coordinated in college. It also helpful to print related reports. My project will help to record the events coordinated by faculties with their Name, Event subject, date & details in an efficient & effective ways.
In my system we have to make a system by which a user can record all events coordinated by a particular faculty. In our proposed system some more featured are added which differs it from the existing system such as security.
CFD Simulation of By-pass Flow in a HRSG module by R&R Consult.pptxR&R Consult
CFD analysis is incredibly effective at solving mysteries and improving the performance of complex systems!
Here's a great example: At a large natural gas-fired power plant, where they use waste heat to generate steam and energy, they were puzzled that their boiler wasn't producing as much steam as expected.
R&R and Tetra Engineering Group Inc. were asked to solve the issue with reduced steam production.
An inspection had shown that a significant amount of hot flue gas was bypassing the boiler tubes, where the heat was supposed to be transferred.
R&R Consult conducted a CFD analysis, which revealed that 6.3% of the flue gas was bypassing the boiler tubes without transferring heat. The analysis also showed that the flue gas was instead being directed along the sides of the boiler and between the modules that were supposed to capture the heat. This was the cause of the reduced performance.
Based on our results, Tetra Engineering installed covering plates to reduce the bypass flow. This improved the boiler's performance and increased electricity production.
It is always satisfying when we can help solve complex challenges like this. Do your systems also need a check-up or optimization? Give us a call!
Work done in cooperation with James Malloy and David Moelling from Tetra Engineering.
More examples of our work https://www.r-r-consult.dk/en/cases-en/
Industrial Training at Shahjalal Fertilizer Company Limited (SFCL)MdTanvirMahtab2
This presentation is about the working procedure of Shahjalal Fertilizer Company Limited (SFCL). A Govt. owned Company of Bangladesh Chemical Industries Corporation under Ministry of Industries.
Water scarcity is the lack of fresh water resources to meet the standard water demand. There are two type of water scarcity. One is physical. The other is economic water scarcity.
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This paper addresses the vulnerability of deep learning models, particularly convolutional neural networks
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Final project report on grocery store management system..pdfKamal Acharya
In today’s fast-changing business environment, it’s extremely important to be able to respond to client needs in the most effective and timely manner. If your customers wish to see your business online and have instant access to your products or services.
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This document will discuss each of the underlying technologies to create and implement an e- commerce website.
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Indigenized remote control interface card suitable for MAFI system CCR equipment. Compatible for IDM8000 CCR. Backplane mounted serial and TCP/Ethernet communication module for CCR remote access. IDM 8000 CCR remote control on serial and TCP protocol.
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Indigenized remote control interface card suitable for MAFI system CCR equipment. Compatible for IDM8000 CCR. Backplane mounted serial and TCP/Ethernet communication module for CCR remote access. IDM 8000 CCR remote control on serial and TCP protocol.
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Indigenized remote control interface card suitable for MAFI system CCR equipment. Compatible for IDM8000 CCR. Backplane mounted serial and TCP/Ethernet communication module for CCR remote access. IDM 8000 CCR remote control on serial and TCP protocol.
• Remote control: Parallel or serial interface
• Compatible with MAFI CCR system
• Copatiable with IDM8000 CCR
• Compatible with Backplane mount serial communication.
• Compatible with commercial and Defence aviation CCR system.
• Remote control system for accessing CCR and allied system over serial or TCP.
• Indigenized local Support/presence in India.
Application
• Remote control: Parallel or serial interface.
• Compatible with MAFI CCR system.
• Compatible with IDM8000 CCR.
• Compatible with Backplane mount serial communication.
• Compatible with commercial and Defence aviation CCR system.
• Remote control system for accessing CCR and allied system over serial or TCP.
• Indigenized local Support/presence in India.
• Easy in configuration using DIP switches.
Planning Of Procurement o different goods and services
Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters for Electronics Brands in India
1. International Journal of Humanities and Social Science Invention
ISSN (Online): 2319 – 7722, ISSN (Print): 2319 – 7714
www.ijhssi.org ||Volume 6 Issue 1||January. 2017 || PP.01-15
www.ijhssi.org 1 | Page
Understanding Online Consumer Purchase Behaviour for Varied
Consumer Clusters for Electronics Brands in India
Dr. Sabyasachi Dasgupta1
, Prof. Doyel Dutta2
1
Assistant Professor, Symbiosis Institute of Media and Communication (SIMC), Symbiosis International
University,
2
Assistant Professor, Department of Mass Communication, Karim City College, Jamshedpur, Jharkhand
ABSTRACT: We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt
in every sphere of life. It has not just challenged the geographical limitations narrowing the gaps between the
places that are situated faraway from each other and made the life easier with huge number of facilities but has
also influenced our attitudes and values. In such a situation, online shopping has started emerging as a popular
shopping option among urban and modernised consumers. Not all the consumers show similar trends while
using ecommerce. People of different clusters have different comfort zones as far as online shopping behaviour
is concerned. Product preferences vary with a change in demographics. Level of satisfaction is also different for
different set of consumers. Though window shopping is no longer an alien concept even for the internet
immigrants, purpose of use is certainly different for every age group. Literatures reveal that the attractive
features of the medium have tempted many researchers from time to time to throw light on lesser known areas
but there is still much to be explored. This paper is an endeavour to study about the potential of the medium to
market consumer electronics analysing in details the electronic shopping behaviour of different age groups. A
random survey has been conducted among the people of the age group of 19 – 35 (n – 100) and the samples
have been divided into four groups 19 – 22, 23 -26, 27 – 30 and 30 – 35. Reactions have been studied through
a questionnaire containing close ended questions. Analysis of data has been done through data graphs.
Keywords: Online purchase behaviour, Consumers, Clusters, Difference in attitudes, Consumer Electronics
I. INTRODUCTION
Social media is “the internet and mobile technology based channels of communication in which people
share content with each other”. (Financial Times Lexicon, 2011) In the present world driven by
innovation,social networking sites have turned into a channel through which marketing efforts communicated by
the retailers can be extendedto broader choicegeneration for the shoppers. Chi(2011) defined social media
marketing to be “connection between brands and consumers, [while] offering a personal channel and currency
for user-centric networking and social interaction.” Online networking can provide competitive advantage for
both privately and publicly owned businesses. Corporate organizations can utilize this platform to connect with
varied groups of audiences in a more efficient mannerwith little or no effort. They can advance brand awareness
in various markets. They can likewise communicate with present and potential consumers. The tools and
methodologies for advertising to clients have undergone considerable fluxowing to the emergence of social
media. Hence organizationsshould upgrade themselves to adopt this new media in such a way so that it syncs
with and fulfils the business plan. (Mangold&Faulds 2009)The strategy is particularly valid in organizations
endeavouring for picking up an upper hand when compared to their competitors. Why Consumer Electronics?
Consumer Electronics brands are generally popularized by utilizing mass TV advertising to drive retail sales,
bolstered by special promotions. Yet, with the advent of the internet and smart phones, they have realized the
increasing importance of connecting with their consumers on the platforms they prefer the most, like social
media. It is almost impossible for Consumer Electronics brands to categorize and
behaviourally/geographically/psychologically target their social media audience in order to identify their core
consumers. There are a number of problems with Consumer Electronics brands advertising on social media,
such as the struggle of defining ROI properly and the time and close monitoring that social media requires.
Additionally, many Consumer Electronics brands face the added hurdle of having relatively
uncommitted consumers, who switch to competitor brands without a second thought. The actual dilemma is to
isolate and invest in the right social media, the one that promises best ROI and better targeting. The effect of
communicating through the right mix of social media on potential clients is an important idea to dissect when
choosing how to advertise an item in the consumer electronics industry. Online networking is instant access
point to a huge number of people, however when choosing how to advertise an item in such a dynamic space,
many marketers may ponder "Which consumers ought to be targeted first and catered to?" and "By what means
would it be advisable for me to draw in and engage these consumers?" Consumer Electronics are especially a
more complex case, being a collection of high-involvement products that consumers usually follow a process of
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thorough research before purchasing. Brands put resources into distinguishing core customers, user engagement,
characterizing and measuring "success" in social media, utilizing social media for market research, working
with influencers, following the online discussion around a brand, what particular difficulties Consumer
Electronics brand supervisors face in the social space, and also social media advertising's drawbacks for
marketers. This study should be able to address these concerns. The greatest issue for Consumer Electronics
brands is the means by which to track the connection between social media response and in-store deals. Talking
to consumers on social media is word of mouth at its finest and it allows brands to perceive how dynamic their
fans and loyalists are willing to be. As Consumer Electronics brands build up their personalities online and
social sites enhance their features and benefits, it's anything but difficult to see that this study will be driving the
path for Consumer Electronics brands to go social. This study will help answer the question of “which” platform
helps meet the relevant needs of the marketer. This study will seek to understand 1) how to build successful
Brand Communities online, 2) how to affect consumer attitudes and behaviours online, 3) how to employ user-
generated content to build brand awareness, and 4) the criteria for selecting the right social media platform for a
consumer electronics brand.
1.1 Aims & objectives:
The study endeavours to understand consumer purchase behaviour for electronics goods in online format.
The objectives of this study are as follows:
a. To point out higher gratification led content
b. Behaviour regarding online sponsored advertisements
c. Behaviour regarding brand owned pages
d. Behaviour regarding online brand comments
II. LITERATURE REVIEW
While the objectives of this research clearly indicate the requirement of in-depth search on purchase
behaviour, it is necessary at the outset, to deliberate upon the various terminologies that new media marketers
generally utilize.Sinclaire&Vogus (2011) defined social media as: “social media is a broad term that describes
software tools that create user generated content that can be shared.” But some essential elements are vital for a
site to meet the necessities as social networking site: user profiles need to be present in the site and user-
generated content, which allows clients to virtually connect with one another posting remarks on one another's
pages and joining virtual groups of similar interests in light of basic hobbies, for example,fashion or
governmental issues. (Gross &Acquisti, 2005; Ellison, Steinfield and Lampe, 2007; Lenhart and Incense, 2007;
Winder, 2007; Boyd and Ellison, 2007) The expression “social networking sites” is regularly utilized
reciprocally with “social media”. Be that as it may, social media is diverse as it permits members to unite by
producing individual data profiles and welcoming companions and partners for accessing those profiles (Kaplan
and Haenlein, 2010). Along these lines, social media has become the digitascape where social networking
happens and has modified the route in which buyers assemble necessary datafor makinginformed purchase
decisions.
2.1 Consumers’ Sentiment toward Marketing (CSM)
Consumers’ Sentiment toward Marketing (CSM) is a parameter, considered by analysts, to measure
how diligently shoppers will react to the concept of “social media marketing”. CSM is characterized as a
constructthat elude the general sentiments that buyers have for the market and the marketplace. (Lawson et al.,
2001) A person's view of the overall marketplace assumes a noteworthy part in whether they are spurred to
begin consumption of any sort (Mady 2011). In order to make an effective advertising effort by means of social
media, a shopper must be interested in the nuances of technology. Consumer Technology Readiness (CTR) is
“characterized as people’s propensity to embrace and use new technologies for accomplishing goals in home
and work" (Parasuraman, 2000). Consumer Technology Readiness is critical for retailers to note when
advertising on social media in light of the fact that if their expected target market does not indulge in online
networking, is not acquainted with it, or sees it as a negative use of technology, then their social media
marketing will be mostly going to waste. Examination of technology readiness can figure out whether
promoting through interactive advertising online would become solid match for a retailer to target specific
market.
2.2 Innovation Adoption Process (IAP)
The Innovation Adoption Process (IAP) is another model process that gives data on consumer’s
acknowledgment of new innovation and technology. The IAP is the movement through which an individual
experiences the innovation-decision process. (Rogers, 2011) The process is made up of five steps: information
of the development, shaping a disposition toward the innovation, choosing to receive or reject the innovation,
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implementation of the innovation, and affirmation of the choice. (Mady 2011) Information of IAP can offer
advertisers some assistance with creating a social media marketing strategy that is satisfying. Shopper marketing
is another idea that has risen, making another touch point between organizations and purchasers. Shopper
marketing is "the planning and execution of all marketing activities that influence a shopper along, and beyond,
the entire path of purchase, from the point at which the motivation to shop first emerges through purchase,
consumption, repurchase, and recommendation." (Shankar et al., 2011) Perceived fit is an imperative variable
for retailers to be considered for shopper marketing.Perceived fit is the measure of likeness amongextended
product category classification and existing products associated corresponding to the brand. (DelVecchio&
Smith, 2009) The more individuals see shopping opportunities prevalent on social networking sites as valuable
and simple to utilize, more is the probability that they are willing to search for products on social networks.
(Cha, 2009) Giving services in terms of shopping on social networking sites can help in developing business for
online retailers to a greater extent because of the diversity among consumers who use online networking sites.
The extensive variety of buyers using social media implies that many of the target markets can be easily
reached. (Cha, 2009) This gives a viable platform for retailers to advance their image and advertise their
products to potential customers. As indicated by Shankar et al. (2011), shopper marketing can unite with
customers to make improvements to products, make the messages clear, recognize promoters, and serve as an
association with in-store exercises, in this way showing the significance of social media inside of a retailer's
marketing mix. Progressions within the social media sites have created consumer communities that are
characterizing new routes in which organizations and clients can connect with each other to share data on
branded products. For instance, virtual brand communities are conceptualizing a virtual space for buyers and
retailers to unite with each other by means of marketing.
2.3 Virtual Brand Communities (VBC)
According to Muniz and O‟Guinn (2012), “VBC can be described as aggregations of consumers that
occur on the internet because of their interest in some brand or product”. In particular, a brand community is a
virtual gathering of individuals who share the same enthusiasm for a specific brand or product (Casaló,
Favián&Guinalíu 2008)Casaló, Favián and Guinalíu (2008) discovered when a member of the VBC is trusting
of the opinions of that group, they are prone to participate better, it builds the measure of their investment, and
buyers who have a positive participation experience are more faithful to the brand. Trust is a focal angle to
ensure the VBC's survival. Cha (2009) deduced that security is a main consideration when it comes to
influencing a purchaser's conclusions toward social networking sites and can eventually affect trust. Since VBCs
rely on individual users’ involvement, both group unity and awareness can fortify clients' fulfilment with a VBC
(Casaló, Favián&Guinalíu 2008)Casaló, Favián and Guinalíu (2008) through their study, furthermore exhibits
the effective influence VBC and an online interaction between shoppers can have on their purchasing behaviour.
Studies likewise found that inside of these VBCs numerous new types of social associations are occurring, for
example, Electronic Consumer to Consumer Interaction (eCCI), which isinteraction between consumers of e-
services (Georgi& Mink 2012) The opportunity to mingle with other individuals is a central part of the
consumer experience and social networking sites have turned into a route in which consumers can interface with
each other and retailers (Georgi& Mink 2012) On account of eCCIq, purchasers are assuming a more
predominant part in affecting each other with their consumption choices. Georgi and Mink (2012) thought of the
idea of electronic consumer to consumer interaction quality (eCCIq). They found that seven factors contribute to
the accomplishment of eCCIq. These incorporate content, security, hedonic, (which means the emotional
features of consumers’ interactions to a brand’s products)atmosphere, convenience,quality, and social. An
illustration of eCCI (which is any association among customers and e-services) is, at the point when a buyer
posts an inquiry regarding the fitment or shade of an item shown online, another shopper responds to the
inquiry. This eCCIq occasion would probably be of great quality if the inquiry is replied by another buyer
rapidly, effectively and in a polite way. This illustration of a connection between shoppers includes a portion of
factors linked to eCCIq such as social and convenience making it an eCCIq event. Shoppers feel engaged with
productsand brands a lot morewhen they have the alternative to submit feedback. (Mangold&Faulds 2009)
Hence, it is imperative for retailers to know of the quality of their online networking vicinity notwithstanding
when customers are the makers of their promoting in light of the fact that it is progressively affecting how
customers shop. Organizations should know about the assortment of elements that influence their presence in
social media, for example, the social identity of a shopperin a digital medium. Some VBC studies concentrated
on the idea of social personality and group norms as a viewpoint that unequivocally impact online groups’
buying behaviour processes. The very nature and society of social media gatherings influence the manner in
which the members of such online groups decipher and append meaning to products and brands. (Muñiz&
Jensen Schau, 2007) Group norms are representative of the arrangement of shared objectives, convictions, and
all the norms and values that group members should adhere to. Social identity alludes to the qualities and
convictions that impact the behaviour of the members of a group. (Zeng, Huang, and Dou 2009) Members of a
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community within a solid social group were shown to acknowledge advertising in online social groups better.
(Zeng, Huang, and Dou 2009) For example, if a Facebook group is focused in luxury related brands, then
advertisements relating high-end, expensive products are more applicable to individuals from the VBC. A few
members react to ads all the more effectively by accepting the implications in which they contain, while others
translate the ads by appending meaning to the brand name, keeping in mind their own encounters with the
brand. (Muñiz and O'Guinn, 2007) Also, VBC individuals value advertisements that are significant to the
subject of their group. Muñiz and Jensen (2007) discovered advertising and branding produce debilitation of the
actual meaning of the ad so as to serve the significance of the group, in this condition the brand group. A VBC
can adjust or control the genuine importance of an advertisement by the way it shows or uses an advertisement
for branding. Ordinarily VBC's change the significance of an advertisement by the way it is exhibited on the
group discussion. A VBC can modify a promotion to fit in with the theme of its group, along these lines the
advertisement’s genuine significance gets lost.
2.4 Consumer Attitudes
It is natural for retailers and advertisers to know about the variables that influence buyer states of mind
and thought processes on the grounds that buyers are progressively making content about brands, something
beforehand controlled singularly by organizations. (Heinonen 2011) Accordingly, current examination has
analyzed what parts of online networking sites influence purchaser states of mind and intentions. Chu (2011)
discovered that consumers who are individuals from groups on Facebook will probably uncover their own
information than non-members are. Chu (2011) clarifies bunch interest and engagement with online promotions
requires a more elevated amount of individual data on the grounds that consumer straightforwardly uncover
their associations with Facebook bunches and advance brands or items when they go on promotions to their
companions. "Facebook groups give channels that buyers esteem helpful when looking for self-status in an item
class, as does going on viral content about brands to their social contacts". (Chu 2011)
Shopper exercises of utilization, interest, and creation are not identified with just one inspiration as
indicated by Heinonen (2011), who presumed that buyer exercises are a blend of an assortment of inspirations.
The fantastic thought of people as simple buyers is obsolete; shoppers can now be seen as dynamic makers of
business worth in light of the fact that client created content is decreasing the impact of customary advertising
strategies (Heinonen 2011). Consciousness of purchaser's thought processes is critical in light of the fact that it
gives a more profound comprehension of what impacts consumer to make content around a brand or store.
2.5 User Generated Content
“While social media provides never ending avenues for communicating, it is the individuals who serve
as the influencers not the technology”. (Gonzalez, 2010) User Generated Content (UGC) produces social media
currency for advertisers on the grounds that it enables advertisers to characterize a brand. User generated content
depicts “the sum of all ways in which people make use of social media, usually applied to describe the various
forms of media content that are publicly available and created by end users”. (Kaplan &Haenlein, 2010) Thus,
social currency is when people share a brand or data about the brand. (Zinnbauer&Honer 2011)
2.6 Viral Advertising
Viral advertising has turned into a method by which retailers are trying to sell and provide more data
on their brands or items. A viral process of dealing with social media promotions has a noteworthy advantage on
the grounds that the messaging is more focused to a brand's intended customer. (Bampo et al., 2008) Viral
advertising is “unpaid peer to peer communication of provocative content originating from an identified sponsor
using the Internet to persuade or influence an audience to pass along the content to others”. (Porter and Golan,
2006)When it comes to consumer electronics, there is enough evidence to suggest that electronics brands need
to embrace social media advertising to stay relevant. According to Unmetric, a social media analytics tools,
several popular electronic brands in India have promptly embraced the most recent online networking practices
and haven't shied far from executing out of the box campaigns. Looking at top Consumer Electronics brands in
India based on an assortment of several factors, such as size of virtual community, the level of activity on social
media, media mentions, prominence amongst consumers, etc., Unmetric has analysed various aspects of their
social media presence.
2.7 Community Building (Source: Unmetric)
Facebook is probably one of the most favoured channels for consumer electronics brands.It has
communities with more than a million fans. In terms of mobile handset community, Samsung is way ahead of its
competitors with approximately 3.5 million likes, which is not too surprising, keeping in mind how it has turned
into a powerful player after the achievement of its Galaxy range of cell phones. Following closely to Samsung
are well known brands like Panasonic (2.3m), Sony (1.3m), LG (1.7m) and Dell (1.25m). Lenovo and HP are
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getting up to speed really quick with both brands enlisting twofold development at 19% and 12% respectively.
A decent content strategy, combined with some paid promotions over Facebook's different advertising
alternatives, should help these brands advance their efforts. On Twitter, be that as it may, Samsung is making up
for lost time to Sony (8,000 followers), LG (7,200 followers) and Dell (12,500 followers). It has nearly 7,000
followers; however it has also witnessed an awesome development rate of 28%, implying itsupward mobility to
second spot in a couple of months.
The situation on YouTube is not that empowering though. Till date, rarely any brand has actually
figured out how to earn a decent supporter base. While some of them have lakhs of views, they have yet to
figure how to construct a permanent endorser base for their online brands.
2.8 Content Strategy (Source: Unmetric)
On one hand, reputed electronic brands have figured out how to construct strong virtual communities
around themselves, on the other hand, significantly more brands are still left to understand the trick of the
tradein terms of their content bucketing strategy. Despite the fact that Samsung has the largest group on
Facebook, it has an exceptionally low degree of engagement with its users. In Asia, the normal consumer
gadgets brand Engagement Score is 49, which is considerably low in comparison to some of the reputed
consumer electronic brands from other parts of the world.
2.9 Community Engagement (Source:Unmetric)
Panasonic has made a brilliant endeavour with generic content which has ensured steady and relevant
engagement with the members of their community. The average engagement mostly revolving around posts
getting 5,000 likes and 350+ shares. It holds the title of not just being the most engaging brand, but it reaches a
wider audience through mutual sharing among members of the community. Every share ensures that the
members magnify the brand messages to many more people, setting it as one of the most crucial engagement
metrics.
2.10 Customer Service (Source: Unmetric)
Twitter currently holds the position as preferred customer service channel for most consumer
electronics brands this day. Dell utilizes Twitter very aptly for its customer service activities. The picture of the
executive handling the query is posted on the account. The tweets contain the initials of the servicing executive,
thus making the experience more personal. Measuring the average response time those brands respond to their
usersreveal: Panasonic (6 hours, 39 replies), Lenovo (11 hours, 20 replies) and HP (14 hours, 10 replies) are the
fastest among the other electronic brands which respond to the customers. However, these brands are all beaten
by the strongest contender LG (25 hours, 129 replies).
2.11 Sentiment (Source: Unmetric)
A tertiary research on the Twitter account suggests that sentiment can be assessedby sentiments of
other tweets that the brand has answered to. With the figure of 56 tweets out of 80 tweets being positive, Dell is
the undoubted priority in this category in terms of individuals' affection, or it could so happen that they are
betterat managing positive tweets as opposed to the negative ones. HP and Godrej have additionally answered to
more than half positive tweets on Twitter.
The various sources of literature indicate that while consumer electronics brands have embraced certain
social media platforms, they haven’t been able to utilize this effectively. The correct mix of platforms has rarely
been discussed, and no emphasis has been placed on correct allocation of financial resources for planning a
social media campaign. These gaps make this study all the more necessary.
The knowledge gap generated therefore, is that, while a lot of studies are conducted in terms of online
consumer purchase behaviour, there are hardly any studies which are specific to the electronics market in India.
Hence the novelty of this study is to understand how for a category which is innovative and a medium which is
dynamic, the consumer consumption and gratification factors are at play.
Hypothesis:
H1: There is a difference in gratification depending on the content
H2: There is a difference in behaviour regarding online sponsored advertisements
H3: There is a difference in behaviour regarding brand owned pages
H4: There is a difference in behaviour regarding online brand comments
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III. RESEARCH DESIGN
3.1 Type of Research
The type of methodology used in this research is quantitative because while a few studies qualitatively indicate
certain consumer patterns, there is hardly any study to confirm the same.
3.2 Research Method
In terms of method, survey will be conducted with a well structured questionnaire with close ended questions to
confirm the parameters for research.
3.3Respondent Planning
To understand the size of the population relevant to this study, we need to consider the total social
media users in India as a whole. From this, a relevant sample that would provide a comprehensible and accurate
representation of this population must be derived.
Population details
According to a report jointly published by the Internet and Mobile Association of India and IMRB
International titled 'Social Media in India 2014', “social media users in the country reached 143 million by April
with rapid uptake seen in rural India where user base grew by 100 per cent in last one year to 25 million”.
The four largest metros cumulatively accounted for almost fifty percent of social media users in Urban
India, as the report suggested. The segment mostly prevalent on social media is the college going students with
34 per cent followed by young men at 27 per cent. The report pointed out that 61 percent of the consumers’
access social media through their mobile devices. That sets the age group most active on social media as
individuals between the age group of 19-35, which narrows it down to around 43 million individuals across the
country. When it comes to the purchase of consumer electronics online, International Monthly Refereed Journal
of Research in Management & Technology, in its Volume II, October 2013 by Dr. Abdul Baji and N. D Chandra
Sekhar estimates that 78% of online purchases of consumer electronics are also done by individuals between the
age group of 19-35.
Total Population Size: 43,615,000 individuals
Geographies: Delhi, Mumbai, Chennai and Bangalore
Confidence Level: 80%
Confidence Interval: 6.4%
Sample Size: 100 (this is as per online sample calculator)
As per sample cluster is concerned, there are four clusters as per age: 19-22; 23-26; 27-30; 31-35.
These clusters are carefully chosen so that the differences in the stages of consumer’s life can be taken into
consideration. So the 4 stages roughly are: college students, university students, entry level corporate, senior
level corporate.
The sampling frame taken for this research is consumers who buy electronic goods and the sampling
unit are consumers who buy electronic goods online.
IV. FINDINGS & ANALYSIS
Data and reports will be analyzed through data graphs.
The aim of this study was to understand the best use of Social Media for Consumer Electronics brands,
assessing if the consumers are more accessible through this medium and to isolate the shortlisting criteria for
selecting the best social media platform for Consumer Electronics brands. A quantitative study was undertaken
to test the hypothesis as to how social Media can give maximum returns on advertising for Consumer
Electronics. The sample was taken from four different metros across the country – Bangalore, Delhi, Chennai
and Mumbai. 100 respondents from the age group of 19-35 answered the questionnaire. For analyzing the data,
the respondents’ answers were grouped into 4 distinct groups of ages 19- 22, 23-26, 27-30 and 31-35.
The analysis has been completed based on their answers to 11 main questions:
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Question 1. What Social Media sites do you use?
Figure 1.The combination of charts shows the most popular social media sites used across the four age
groups. Facebook seems to be the most popular social media site among the people of all age groups. Video
sharing sites like YouTube is highly popular in the younger age groups of 19-22 and 23-26, and the popularity
decreases as the age of the respondents increase. Image sharing social media like Instagram and Snapchat are
also mostly popular in the age groups of 19-22, 23-26 and 27-30, but seem to have lost out on capturing the
attention of the older age group of 31-35. Professional networking seems to be very important to age groups of
23-26 and 31-35, as seen in the spiked interest in LinkedIn. Micro-blogging seems to be the turf of the younger
crowd again, mainly 19-22 and 23-26 year olds. It hasn’t yet caught on with the latter age groups. Sites like
Tumblr and Pinterest fail to even find mention as the age of the respondents’ increase.
Question 2. Which device do you use social media sites on the most?
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Figure 2. The combination of charts shows the device preference for accessing social media across all
the four age groups. Mobile seems to be the most preferred medium for social media access for theage groups
19-22 and 23- 26. But, as we proceeded to the latter age groups, the preference for mobile reduced, with
accessing social media via laptop becoming the easiest option for age groups 27-30 and 31-35. Tablet and
desktop remained far away from popularity, and a very small percentage of voters said that they accessed social
media on these two devices.
Question 3. What kind of content do you prefer the most on social media sites?
Figure 3. The combination of charts shows the content preference while browsing through social media
across the four age groups. The youngest age group, 19-22, is especially attracted to video contents. This trend
doesn’t however magnify itself in the succeeding age groups, with preference for video content actually
decreasing as the respondents’ age increases. Only the age group of 23-26 showed interest in consuming news
and gaining daily information from their social feeds, although this stood at 3 per cent within the age group
sample. The interest in knowing how one’s peers and colleagues are doing increased with age, with respondents
stating that they browse their social feeds looking for how their friends are doing and what they’re recently up
to. The highest interest in peer updates was in the oldest age group 31-35. Stories, or articles, were shown to
attract relatively few in all age groups, especially in the age group 31-35, where the interest in stories was none.
Memes, defined as "an idea, behaviour, or style that spreads from person to person within a culture", were
shared by only a very small portion of the first three groups.
Question 4. What do you do with the sponsored ads on your social feed?
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Figure 4. The combination of charts shows how respondents reacted to the online advertisements while
browsing through social media across the four age groups. The purpose of advertising on social media is to
attract as many eyes as possible, if not to generate more clicks. Surprisingly, the age group most likely to stop
and read or look at an ad on social media is 31-35. The respondents of the age group of 19-22 said they did not
click on these ads, even though some of them read or looked at them. The latter age groups did click on the ads,
but only a few said they read the ads carefully.
Question 5 what categories of brand advertisements interest you while browsing through your feed?
Figure 5. The combination of charts shows the various categories of advertising the respondents
preferred while browsing through social media across the four age groups. Fashion was on the top of the
categories of social media advertisements that grabbed the attention of users. Consumer Electronics stood the
next in line and FMCG also managed to get good popularity. Services, as a category, performed well in age
groups 19-22, 23-26 and 27-30.
Question 6. Do you follow brand-owned pages online?
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Figure 6. The combination of charts shows the percentage of respondents who follow brand owned
pages on social media across the four age groups. Across all the age groups, most of the respondents said they
followed brand owned pages in social media networks, which shows that they have access to the contents that
these brands generally post.
Question 7. Do you purchase consumer electronics online?
Figure 7. The combination of charts shows the percentage of respondents who purchase consumer
electronics online across the four age groups. The willingness to purchase consumer electronics products online
is based on several factors, including trust issues and promised quality. The youngest age group, 19-22 showed
lesser interest in purchasing consumer electronics online as compared to the other age groups .
Question 8. If yes, which consumer electronics products do you generally purchase online?
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Figure 8. The combination of charts shows the most purchased consumer electronics items purchased
online across the 4 age groups. Mobile phones are the purchased product, followed by Mp3 players and
Laptops/Desktops. Mp3 players were mainly popular among the respondents of the first two age groups. Age
group 31-35 preferred kitchen appliances more, the highest among the other age groups. Refrigerators, TVs and
Air Conditioners were less popular choices for online purchase.
Question 9. Which sources of information help you decide your purchase of a consumer electronics
product?
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Figure 9. A combination of charts shows the most trusted sources consulted before purchasing a
consumer electronics product across the 4 age groups. Social media was the best source of advice for purchasing
consumer electronics in the age group of 19-22, while it wasn’t as popular in the latter age groups. Peers were
an extremely important and seemingly trustworthy source, especially in the age groups 19-22, 23-26 and 27-30,
which signified the impact of peer relationships on purchase decisions. Family was the most important decision
maker for the age group of 31-35. The reliance on online forums for good advice on purchasing consumer
electronics actually decreased as the respondents’ age increased. Surprisingly, retail outlets, which have
salesmen equipped to answer customers’ queries directly, also featured in priority for the youngest age group,
19-22.
Question 10. What do you look for in consumer electronics products?
Figure 10. The combination of charts shows whatthe respondents look for in a consumer electronics
product before purchase across the four age groups. Quality is of course the top priority for consumer
electronics buyers, irrespective of age. With the 19-22 age group consisting mostly of students and first-job
professionals, price was an important factor.
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Question 11. I actively read fellow consumer's online comments before I purchase consumer electronics
brands.
Figure 11. The combination of charts shows if respondents who purchase consumer electronics read
reviews by other users posted online across the four age groups. Irrespective of age, the majority of respondents
admitted to reading online reviews and comments before making consumer electronics.
V. DISCUSSIONS AND IMPLICATIONS
Consumer Electronics brands have never fully utilized the potential of social media in its entirety,
except for sponsored ads and brand page posts. The actual key to successfully using social media lies in
understanding how, where and what the consumers use social media for. This study sought to understand these
nuances of consumer electronics buyers and their online social media behaviour.
Study shows that there is a significant difference in content preferences. Figure 3.Indicatesthat
theyoungest age group, 19-22, is especially attracted to video contents while age group 23-26 showed interest in
informative contents. Rest two groups showed more interest in peer updates. The results support, H1, there is a
difference in gratification depending on content.
Figure 4. Indicates behaviour of each group is different towards online sponsored advertisements thus
satisfies H2. Age group 30 – 35 seemed to take interest in these advertisements. Age group 19 – 22 found these
to be irritating, they hardly see them. The rest two groups notice them but most of the time ignore. Figure 5
indicates different groups prefer different categories of advertisements.
Figure 6. Indicates respondents of all the age groups follow brand owned pages on regular basis in
order to know current updates posted by the brands. Not much difference is noticeable in the attitude of the
people of all the age groups towards these pages. This rejects H3, which reads there is a difference in behaviour
towards brand own pages.
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Figure 11. Indicates that all the groups read online comments of other consumers carefully before
making any purchase decision. Apart from this, Figure 9. also shows online forums play a crucial role in
consumers’ decision making process about online purchase irrespective of age. This rejects H4, which reads
there is a difference inbehaviour regarding online brand comments.
The implications of this study are wide and can alter the way consumer electronics brands like LG,
Philips and Sony use social media to interact with their customers. They can now alter their content based on the
target segment their product caters to and engage them better. Brands can now understand the motivation behind
the use of social media for various age groups. They can also use the appropriate social media platform, based
on the service it provides and the content that is likely to be shared by their consumers. Using the right platform
can help reach more audiences, thus helping brands use their advertising spends efficiently.
The study can also provide a base for future research works to be carried on related subjects and can
further be explored from varied angles.
VI. CONCLUSION
The study revealed attitude of different set of consumers is different towards online purchase.
Preferences regarding products and online contents and also the style of browsing vary across the age groups. It
establishes age plays a very crucial role in shaping consumers’ online purchase behaviour, though it completely
rejects the hypotheses, there is a significant difference in behaviour regarding brand own pages and not all the
age groups take interests in following online consumers’ comments.
This study helped to understand that social media can be effectively used for marketing consumer
electronics. It helps to understand both the buying behaviour and the social media usage of the variety of
consumers, from young and college-going to established professionals in details. It also shows that effectively
using social media can directly help cut costs of advertising and gives an idea about how the medium can be
used innovatively to woo different clusters of consumers for different promotional objectives. It states that the
new medium has immense potential to be used as a weapon for marketing electronic consumer goods.
VII. LIMITATIONS
The sample was relatively small, with unequal representation from the age group of 31-35. It has not
accounted for occupations or income. The respondents were mostly from SEC A, and hence the results might
not be generalized across other SECs. The study could be benefited by a social listening study that would help
understand how consumer electronics brands are currently performing on social media. The lack of paid
software was detrimental in this case.
VIII. SCOPE FOR FUTURE RESEARCH
The study can be used as groundwork to study further how social media can be utilized in other
categories, such as FMCGs and Fashion as well. Educational, economic and occupational back grounds of
consumers too can act as variables for further studies. A comparative study can also be carried about online
purchase behaviour of urban and rural consumers. Gender specific traits also lay foundation for future research.
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