This document summarizes a research article from the International Journal of Management (IJM) that examines the use of social media to attract and engage new customers. The article discusses how social media has become an important tool for marketers to promote their brands, learn about customer opinions, and build relationships. It analyzes common social media platforms used by marketers like Facebook, Twitter, and YouTube. The document also explores factors that influence online consumer behavior and purchasing decisions, like word-of-mouth recommendations. Finally, the article reviews strategies used by marketers on social media to attract new customers, such as hosting online competitions and providing customized content and offers.
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
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In the recent yearĂ¢ââââ¢s development of Internet is an increasingly important factor in todayĂ¢ââââ¢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.
The effect of social media on consumer's decision making process among ibep s...Niswatun Chaira
Â
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
customerâbrand 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, consumerâs decision making influenced by the Informative
and the alternative of social media.
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
Â
In the recent yearĂ¢ââââ¢s development of Internet is an increasingly important factor in todayĂ¢ââââ¢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.
The effect of social media on consumer's decision making process among ibep s...Niswatun Chaira
Â
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
customerâbrand 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, consumerâs decision making influenced by the Informative
and the alternative of social media.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
Â
This study aims to specify Generation Y consumersâ 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.
Abstract
Over the last decade, the way people communicate with each other has been changing astonishingly. The
extensive new plethora of media has given to customers more options to gather and provide information
about products and services. This study attempted to identify and measure the degree to which Social
Networking Sites influence people's professional lives, their social skills and work productivity and
ultimately boost effectiveness. Quantitative and qualitative methodologies were used for this research.
The results reveal that Social Networking Sites play an essential role in employeesâ relations with
customers, that Instant Messaging (IM) services offered by Social Networking Sites can be a crucial
element for organizations in disseminating information, enabling knowledge sharing, increasing
productivity and promoting teamwork. It seems that customer engagement and Customer Relationship
Management (CRM) are vital tools for organizational effectiveness, not only to maintain loyal clients but
also to survive and keep maintaining profitability.
Keywords: Social Media, Social Commerce, Social Networking, CRM, Instant Messaging (IM), Web
2.0, Facebook, Instagram, Linked In, Twitter, Marketing, Social Media Marketing, Cyprus.
Brand Building Through Social Media & InternetIffort
Â
Presentation from my talk on Brand Building through Social Media & Internet at the 3rd ALTEN - Trade Fair, Conference - International Exhibition & Conference on Alternate Energy Products & Power Backup Systems.
A project report on Social Media MarketingSafder Mak
Â
Introduction: Social media has gained importance and acceptance at a very past pace. It has become an avenue to share oneâs personal and professional life. The usage of social media as a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a marketing tool. The comparison of social media versus traditional media for marketing was studied and advantages and disadvantages of both are compiled. This report also analysed how small business start-ups can benefit from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the library of Amity University. Further official social media pages of various companies on Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social media marketing has wider market appeal and is relatively cheaper than traditional advertisements. With a huge number of audiences and high customisability of social media for required content, social media marketing emerges as an exciting and effective tool for marketing.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Â
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,
Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters...inventionjournals
Â
: 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 â 35 (n â 100) and the samples
have been divided into four groups 19 â 22, 23 -26, 27 â 30 and 30 â 35. Reactions have been studied through
a questionnaire containing close ended questions. Analysis of data has been done through data graphs
marketingThe Effectiveness of social media in event Mr Nyak
Â
marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing
Usman Koroma
Are Social Networks more persuasive than traditional Word-of-MouthSimranDas4
Â
A deep research study was conducted on the topic, where I have compared and highlighted both Social Networks and Word-of-Mouth and how both has influenced the buying behaviour of the consumers.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
Â
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.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
Â
This study aims to specify Generation Y consumersâ 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.
Abstract
Over the last decade, the way people communicate with each other has been changing astonishingly. The
extensive new plethora of media has given to customers more options to gather and provide information
about products and services. This study attempted to identify and measure the degree to which Social
Networking Sites influence people's professional lives, their social skills and work productivity and
ultimately boost effectiveness. Quantitative and qualitative methodologies were used for this research.
The results reveal that Social Networking Sites play an essential role in employeesâ relations with
customers, that Instant Messaging (IM) services offered by Social Networking Sites can be a crucial
element for organizations in disseminating information, enabling knowledge sharing, increasing
productivity and promoting teamwork. It seems that customer engagement and Customer Relationship
Management (CRM) are vital tools for organizational effectiveness, not only to maintain loyal clients but
also to survive and keep maintaining profitability.
Keywords: Social Media, Social Commerce, Social Networking, CRM, Instant Messaging (IM), Web
2.0, Facebook, Instagram, Linked In, Twitter, Marketing, Social Media Marketing, Cyprus.
Brand Building Through Social Media & InternetIffort
Â
Presentation from my talk on Brand Building through Social Media & Internet at the 3rd ALTEN - Trade Fair, Conference - International Exhibition & Conference on Alternate Energy Products & Power Backup Systems.
A project report on Social Media MarketingSafder Mak
Â
Introduction: Social media has gained importance and acceptance at a very past pace. It has become an avenue to share oneâs personal and professional life. The usage of social media as a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a marketing tool. The comparison of social media versus traditional media for marketing was studied and advantages and disadvantages of both are compiled. This report also analysed how small business start-ups can benefit from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the library of Amity University. Further official social media pages of various companies on Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social media marketing has wider market appeal and is relatively cheaper than traditional advertisements. With a huge number of audiences and high customisability of social media for required content, social media marketing emerges as an exciting and effective tool for marketing.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Â
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,
Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters...inventionjournals
Â
: 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 â 35 (n â 100) and the samples
have been divided into four groups 19 â 22, 23 -26, 27 â 30 and 30 â 35. Reactions have been studied through
a questionnaire containing close ended questions. Analysis of data has been done through data graphs
marketingThe Effectiveness of social media in event Mr Nyak
Â
marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing
Usman Koroma
Are Social Networks more persuasive than traditional Word-of-MouthSimranDas4
Â
A deep research study was conducted on the topic, where I have compared and highlighted both Social Networks and Word-of-Mouth and how both has influenced the buying behaviour of the consumers.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
Â
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.
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
Â
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
IMPACT OF SOCIAL MEDIA MARKETING IN THE BUYING INTENTION OF FASHION PRODUCTSindexPub
Â
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.
Journal of Economics and Business Research, ISSN 2068 - 35.docxtawnyataylor528
Â
Journal of Economics and Business Research,
ISSN: 2068 - 3537, E â ISSN (online) 2069 â 9476, ISSN â L = 2068 â 3537
Year XX, No. 2, 2014, pp. 155-164
Social Media Marketing to Increase Brand Awareness
M. BĂŽja, R. BalaĹ
Monica BĂŽja
Faculty of Economics
"Aurel Vlaicu" University of Arad, Romania
Raluca BalaĹ
Economic College, Arad
Abstract
Social networks are becoming more and more
widespread and they are literally conquering the World
Wide Web. Facebook has managed to arrive even in poor
and remote territories which apparently have nothing to
do with our always on the move modern world.
However, only on the African continent there are more
than 100 million active Facebook users who represent
50% of the African population having access to Internet.
Thus, it would be huge marketing mistake for businesses
not to take into consideration this opportunity to get in
touch with prospective customers (Neti, 2011). Social
media is hot and has turned into a âmustâ for businesses
looking for brand awareness. Therefore, the techniques
used to attract customers by means of social networks
have gained quite a high degree of sophistry (Neti,
2011). In an age in which the average internet user
accesses his/her social network account at least fourteen
times a day, companies cannot afford to be absent from
this medium. The aim of the present paper is to present
the concept and characteristics of social media and how
it can be used in order to increase brand awareness.
M. BĂŽja, R. BalaĹ
8
Keywords: social media marketing, social networks,
social media strategies, brand awareness.
Introduction
Kietzmann J.H. (2001) explains that consumers used the Internet
for its content: they read it, they watched it, and they used it in order to
purchase various products and services. Nowadays, more and more
consumers are utilizing content sharing sites, blogs, social networking
and wikis - to create, modify, share and discuss Internet content. This
represents the social media phenomenon, which can have an enormous
impact on a businessâ reputation, sales and why not on its survival in an
environment getting fiercer and fiercer as days pass by.
The Social Media Marketing is not such a new phenomenon as
many might be tempted to believe. It did not begin yesterday or the day
before yesterday. It is actually more than ten years old. The entire
phenomenon began with the launch of LinkedIn in 2003. But since this
is a network targeted mainly to businesses its popularity is much lower
than that of the social networks dedicated to the public at large
(Pradiptarini, 2011).
LinkedIn was soon followed by MySpace and Facebook in 2004.
The hysteria of sharing pictures, videos and thoughts on line was
augmented by the launch of YouTube in 2005 and of Twitter in 2006
(Pradiptarini, 2011). These are the main players on the market. They are
doubled by some mi ...
Do Social Media Impact Consumer Buying Decisions in the Fashion Industry duri...Dr. Amarjeet Singh
Â
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.
AICTE Sponsored National Conference on âArtificial intelligence in Marketingâ, Department of Management Studies, PSNA college of Engineering & Technology, Dindigul, Tamil Nadu, India on 23rd December 2020
A Study on the Impact of Social Media Marketing on Consumer Behaviorijtsrd
Â
The fastest and developed, adoption of social media on consumer behavior provides different new things of new marketing on a new product. Todays the internet, social media has been taken the status of high growth of every firm growth and these technology changes ways of doing business in their business world. Social media marketing for every organization, firms can adopt their own technology to advertising their products. In this research, we can assess the impact of social media marketing on consumer behavior towards buying a product or marketing a decision to buy a new product. While social media marketing also assess the impact a promotion marketing and door to door marketing. In this study totally 250 questionnaires were distributed among the colleges students and got back responses from 200questionnaire only. The research used convenient simple random sampling method. Researcher were used statistical tools such as Multiple regression analysis, ANOVA, Chi Square test, and Simple Percentage Analysis and interpret the analysis finally results shows that the positive impact on the social media marketing on consumer behavior. Mr. S. Ganesan | Mr. M. Suresh "A Study on the Impact of Social Media Marketing on Consumer Behavior" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-3 , April 2020, URL: https://www.ijtsrd.com/papers/ijtsrd30487.pdf Paper Url :https://www.ijtsrd.com/management/marketing/30487/a-study-on-the-impact-of-social-media-marketing-on-consumer-behavior/mr-s-ganesan
A brief description of what social media marketing is all about and how companies can take advantage of social media marketing to engage their customers.
An Examination on the use of Social Media and Social Media Influencers as a S...ijtsrd
Â
In recent years the marketing industry has been facing a new challenge on how to market to the Generation Z and Millennial generation. These digital natives have grown up in the age of social media and no longer respond to traditional channels of communication. With the advent of Social Media Influencers, a new form of communication has been formed that has captivated the digital natives and influenced their purchasing behavior, redefining the brand customer relationship as these Influencers have become third party endorser who says public opinion. This paper examines the effectiveness of social media and social media influencers as a strategy for customer retention. This has been done by looking at models and statistics that give us insights into the mind of the Millennial and Generation Z consumer of today. It has been found that, they utilize social media for knowledge acquisition, status, entertainment, and business. While their purchasing behavior is based on trust, perceived authenticity of both the brand and Social Media Influencer and that these lead to an intention to buy resulting in customer retention. Tatenda Primrose Mamhare | Fan Mingyue "An Examination on the use of Social Media and Social Media Influencers as a Strategy for Customer Retention" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31218.pdf Paper Url :https://www.ijtsrd.com/management/marketing-management/31218/an-examination-on-the-use-of-social-media-and-social-media-influencers-as-a-strategy-for-customer-retention/tatenda-primrose-mamhare
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay TaĹkÄąn
Â
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 usersâ reasons and expectations in social media and react according to their
needs and taking care of usersâs expectations.
New World of Marketing: Use of Social Networking SitesIOSRJBM
Â
Among the various communications method used traditionally by an company is changed dramatically after the emergence of social media. Widely used tool to communicate with hundreds or even thousands of other people about products or product updations and the companies that provide them. As is evident from data available in public domain, social media is a blessing for the marketing fraternity in taking their brand to the masses. It also provides a major impact on consumer to consumer communications. This article argues that social media is a new tool of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. This article provides managers with a better understanding of social media and a framework for incorporating it into their IMC strategies, thus more effectively communicating with their target markets
! 1Target Customer for Social Media Trends Social mSilvaGraf83
Â
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 â 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 â 49 age group with 81%, 50 â 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 â 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
Similar to Use of social media to attract and engage new customer base (20)
Submission Deadline: 30th September 2022
Acceptance Notification: Within Three Daysâ time period
Online Publication: Within 24 Hrs. time Period
Expected Date of Dispatch of Printed Journal: 5th October 2022
MODELING AND ANALYSIS OF SURFACE ROUGHNESS AND WHITE LATER THICKNESS IN WIRE-...IAEME Publication
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White layer thickness (WLT) formed and surface roughness in wire electric discharge turning (WEDT) of tungsten carbide composite has been made to model through response surface methodology (RSM). A Taguchiâs standard Design of experiments involving five input variables with three levels has been employed to establish a mathematical model between input parameters and responses. Percentage of cobalt content, spindle speed, Pulse on-time, wire feed and pulse off-time were changed during the experimental tests based on the Taguchiâs orthogonal array L27 (3^13). Analysis of variance (ANOVA) revealed that the mathematical models obtained can adequately describe performance within the parameters of the factors considered. There was a good agreement between the experimental and predicted values in this study.
A STUDY ON THE REASONS FOR TRANSGENDER TO BECOME ENTREPRENEURSIAEME Publication
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The study explores the reasons for a transgender to become entrepreneurs. In this study transgender entrepreneur was taken as independent variable and reasons to become as dependent variable. Data were collected through a structured questionnaire containing a five point Likert Scale. The study examined the data of 30 transgender entrepreneurs in Salem Municipal Corporation of Tamil Nadu State, India. Simple Random sampling technique was used. Garrett Ranking Technique (Percentile Position, Mean Scores) was used as the analysis for the present study to identify the top 13 stimulus factors for establishment of trans entrepreneurial venture. Economic advancement of a nation is governed upon the upshot of a resolute entrepreneurial doings. The conception of entrepreneurship has stretched and materialized to the socially deflated uncharted sections of transgender community. Presently transgenders have smashed their stereotypes and are making recent headlines of achievements in various fields of our Indian society. The trans-community is gradually being observed in a new light and has been trying to achieve prospective growth in entrepreneurship. The findings of the research revealed that the optimistic changes are taking place to change affirmative societal outlook of the transgender for entrepreneurial ventureship. It also laid emphasis on other transgenders to renovate their traditional living. The paper also highlights that legislators, supervisory body should endorse an impartial canons and reforms in Tamil Nadu Transgender Welfare Board Association.
BROAD UNEXPOSED SKILLS OF TRANSGENDER ENTREPRENEURSIAEME Publication
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Since ages gender difference is always a debatable theme whether caused by nature, evolution or environment. The birth of a transgender is dreadful not only for the child but also for their parents. The pain of living in the wrong physique and treated as second class victimized citizen is outrageous and fully harboured with vicious baseless negative scruples. For so long, social exclusion had perpetuated inequality and deprivation experiencing ingrained malign stigma and besieged victims of crime or violence across their life spans. They are pushed into the murky way of life with a source of eternal disgust, bereft sexual potency and perennial fear. Although they are highly visible but very little is known about them. The common public needs to comprehend the ravaged arrogance on these insensitive souls and assist in integrating them into the mainstream by offering equal opportunity, treat with humanity and respect their dignity. Entrepreneurship in the current age is endorsing the gender fairness movement. Unstable careers and economic inadequacy had inclined one of the gender variant people called Transgender to become entrepreneurs. These tiny budding entrepreneurs resulted in economic transition by means of employment, free from the clutches of stereotype jobs, raised standard of living and handful of financial empowerment. Besides all these inhibitions, they were able to witness a platform for skill set development that ignited them to enter into entrepreneurial domain. This paper epitomizes skill sets involved in trans-entrepreneurs of Thoothukudi Municipal Corporation of Tamil Nadu State and is a groundbreaking determination to sightsee various skills incorporated and the impact on entrepreneurship.
DETERMINANTS AFFECTING THE USER'S INTENTION TO USE MOBILE BANKING APPLICATIONSIAEME Publication
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The banking and financial services industries are experiencing increased technology penetration. Among them, the banking industry has made technological advancements to better serve the general populace. The economy focused on transforming the banking sector's system into a cashless, paperless, and faceless one. The researcher wants to evaluate the user's intention for utilising a mobile banking application. The study also examines the variables affecting the user's behaviour intention when selecting specific applications for financial transactions. The researcher employed a well-structured questionnaire and a descriptive study methodology to gather the respondents' primary data utilising the snowball sampling technique. The study includes variables like performance expectations, effort expectations, social impact, enabling circumstances, and perceived risk. Each of the aforementioned variables has a major impact on how users utilise mobile banking applications. The outcome will assist the service provider in comprehending the user's history with mobile banking applications.
ANALYSE THE USER PREDILECTION ON GPAY AND PHONEPE FOR DIGITAL TRANSACTIONSIAEME Publication
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Technology upgradation in banking sector took the economy to view that payment mode towards online transactions using mobile applications. This system enabled connectivity between banks, Merchant and user in a convenient mode. there are various applications used for online transactions such as Google pay, Paytm, freecharge, mobikiwi, oxygen, phonepe and so on and it also includes mobile banking applications. The study aimed at evaluating the predilection of the user in adopting digital transaction. The study is descriptive in nature. The researcher used random sample techniques to collect the data. The findings reveal that mobile applications differ with the quality of service rendered by Gpay and Phonepe. The researcher suggest the Phonepe application should focus on implementing the application should be user friendly interface and Gpay on motivating the users to feel the importance of request for money and modes of payments in the application.
VOICE BASED ATM FOR VISUALLY IMPAIRED USING ARDUINOIAEME Publication
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The prototype of a voice-based ATM for visually impaired using Arduino is to help people who are blind. This uses RFID cards which contain users fingerprint encrypted on it and interacts with the users through voice commands. ATM operates when sensor detects the presence of one person in the cabin. After scanning the RFID card, it will ask to select the mode like ânormal or blind. User can select the respective mode through voice input, if blind mode is selected the balance check or cash withdraw can be done through voice input. Normal mode procedure is same as the existing ATM.
IMPACT OF EMOTIONAL INTELLIGENCE ON HUMAN RESOURCE MANAGEMENT PRACTICES AMONG...IAEME Publication
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There is increasing acceptability of emotional intelligence as a major factor in personality assessment and effective human resource management. Emotional intelligence as the ability to build capacity, empathize, co-operate, motivate and develop others cannot be divorced from both effective performance and human resource management systems. The human person is crucial in defining organizational leadership and fortunes in terms of challenges and opportunities and walking across both multinational and bilateral relationships. The growing complexity of the business world requires a great deal of self-confidence, integrity, communication, conflict and diversity management to keep the global enterprise within the paths of productivity and sustainability. Using the exploratory research design and 255 participants the result of this original study indicates strong positive correlation between emotional intelligence and effective human resource management. The paper offers suggestions on further studies between emotional intelligence and human capital development and recommends for conflict management as an integral part of effective human resource management.
VISUALISING AGING PARENTS & THEIR CLOSE CARERS LIFE JOURNEY IN AGING ECONOMYIAEME Publication
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Our life journey, in general, is closely defined by the way we understand the meaning of why we coexist and deal with its challenges. As we develop the "inspiration economy", we could say that nearly all of the challenges we have faced are opportunities that help us to discover the rest of our journey. In this note paper, we explore how being faced with the opportunity of being a close carer for an aging parent with dementia brought intangible discoveries that changed our insight of the meaning of the rest of our life journey.
A STUDY ON THE IMPACT OF ORGANIZATIONAL CULTURE ON THE EFFECTIVENESS OF PERFO...IAEME Publication
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The main objective of this study is to analyze the impact of aspects of Organizational Culture on the Effectiveness of the Performance Management System (PMS) in the Health Care Organization at Thanjavur. Organizational Culture and PMS play a crucial role in present-day organizations in achieving their objectives. PMS needs employeesâ cooperation to achieve its intended objectives. Employees' cooperation depends upon the organizationâs culture. The present study uses exploratory research to examine the relationship between the Organization's culture and the Effectiveness of the Performance Management System. The study uses a Structured Questionnaire to collect the primary data. For this study, Thirty-six non-clinical employees were selected from twelve randomly selected Health Care organizations at Thanjavur. Thirty-two fully completed questionnaires were received.
Living in 21st century in itself reminds all of us the necessity of police and its administration. As more and more we are entering into the modern society and culture, the more we require the services of the so called âKhaki Worthyâ men i.e., the police personnel. Whether we talk of Indian police or the other nationâs police, they all have the same recognition as they have in India. But as already mentioned, their services and requirements are different after the like 26th November, 2008 incidents, where they without saving their own lives has sacrificed themselves without any hitch and without caring about their respective family members and wards. In other words, they are like our heroes and mentors who can guide us from the darkness of fear, militancy, corruption and other dark sides of life and so on. Now the question arises, if Gandhi would have been alive today, what would have been his reaction/opinion to the police and its functioning? Would he have some thing different in his mind now what he had been in his mind before the partition or would he be going to start some Satyagraha in the form of some improvement in the functioning of the police administration? Really these questions or rather night mares can come to any oneâs mind, when there is too much confusion is prevailing in our minds, when there is too much corruption in the society and when the polices working is also in the questioning because of one or the other case throughout the India. It is matter of great concern that we have to thing over our administration and our practical approach because the police personals are also like us, they are part and parcel of our society and among one of us, so why we all are pin pointing towards them.
A STUDY ON TALENT MANAGEMENT AND ITS IMPACT ON EMPLOYEE RETENTION IN SELECTED...IAEME Publication
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The goal of this study was to see how talent management affected employee retention in the selected IT organizations in Chennai. The fundamental issue was the difficulty to attract, hire, and retain talented personnel who perform well and the gap between supply and demand of talent acquisition and retaining them within the firms. The study's main goals were to determine the impact of talent management on employee retention in IT companies in Chennai, investigate talent management strategies that IT companies could use to improve talent acquisition, performance management, career planning and formulate retention strategies that the IT firms could use. The respondents were given a structured close-ended questionnaire with the 5 Point Likert Scale as part of the study's quantitative research design. The target population consisted of 289 IT professionals. The questionnaires were distributed and collected by the researcher directly. The Statistical Package for Social Sciences (SPSS) was used to collect and analyse the questionnaire responses. Hypotheses that were formulated for the various areas of the study were tested using a variety of statistical tests. The key findings of the study suggested that talent management had an impact on employee retention. The studies also found that there is a clear link between the implementation of talent management and retention measures. Management should provide enough training and development for employees, clarify job responsibilities, provide adequate remuneration packages, and recognise employees for exceptional performance.
ATTRITION IN THE IT INDUSTRY DURING COVID-19 PANDEMIC: LINKING EMOTIONAL INTE...IAEME Publication
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Globally, Millions of dollars were spent by the organizations for employing skilled Information Technology (IT) professionals. It is costly to replace unskilled employees with IT professionals possessing technical skills and competencies that aid in interconnecting the business processes. The organizationâs employment tactics were forced to alter by globalization along with technological innovations as they consistently diminish to remain lean, outsource to concentrate on core competencies along with restructuring/reallocate personnel to gather efficiency. As other jobs, organizations or professions have become reasonably more appropriate in a shifting employment landscape, the above alterations trigger both involuntary as well as voluntary turnover. The employee view on jobs is also afflicted by the COVID-19 pandemic along with the employee-driven labour market. So, having effective strategies is necessary to tackle the withdrawal rate of employees. By associating Emotional Intelligence (EI) along with Talent Management (TM) in the IT industry, the rise in attrition rate was analyzed in this study. Only 303 respondents were collected out of 350 participants to whom questionnaires were distributed. From the employees of IT organizations located in Bangalore (India), the data were congregated. A simple random sampling methodology was employed to congregate data as of the respondents. Generating the hypothesis along with testing is eventuated. The effect of EI and TM along with regression analysis between TM and EI was analyzed. The outcomes indicated that employee and Organizational Performance (OP) were elevated by effective EI along with TM.
INFLUENCE OF TALENT MANAGEMENT PRACTICES ON ORGANIZATIONAL PERFORMANCE A STUD...IAEME Publication
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By implementing talent management strategy, organizations would have the option to retain their skilled professionals while additionally working on their overall performance. It is the course of appropriately utilizing the ideal individuals, setting them up for future top positions, exploring and dealing with their performance, and holding them back from leaving the organization. It is employee performance that determines the success of every organization. The firm quickly obtains an upper hand over its rivals in the event that its employees having particular skills that cannot be duplicated by the competitors. Thus, firms are centred on creating successful talent management practices and processes to deal with the unique human resources. Firms are additionally endeavouring to keep their top/key staff since on the off chance that they leave; the whole store of information leaves the firm's hands. The study's objective was to determine the impact of talent management on organizational performance among the selected IT organizations in Chennai. The study recommends that talent management limitedly affects performance. On the off chance that this talent is appropriately management and implemented properly, organizations might benefit as much as possible from their maintained assets to support development and productivity, both monetarily and non-monetarily.
A STUDY OF VARIOUS TYPES OF LOANS OF SELECTED PUBLIC AND PRIVATE SECTOR BANKS...IAEME Publication
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Banking regulations act of India, 1949 defines banking as âacceptance of deposits for the purpose of lending or investment from the public, repayment on demand or otherwise and withdrawable through cheques, drafts order or otherwiseâ, the major participants of the Indian financial system are commercial banks, the financial institution encompassing term lending institutions. Investments institutions, specialized financial institution and the state level development banks, non banking financial companies (NBFC) and other market intermediaries such has the stock brokers and money lenders are among the oldest of the certain variants of NBFC and the oldest market participants. The asset quality of banks is one of the most important indicators of their financial health. The Indian banking sector has been facing severe problems of increasing Non- Performing Assets (NPAs). The NPAs growth directly and indirectly affects the quality of assets and profitability of banks. It also shows the efficiency of banks credit risk management and the recovery effectiveness. NPA do not generate any income, whereas, the bank is required to make provisions for such as assets that why is a double edge weapon. This paper outlines the concept of quality of bank loans of different types like Housing, Agriculture and MSME loans in state Haryana of selected public and private sector banks. This study is highlighting problems associated with the role of commercial bank in financing Small and Medium Scale Enterprises (SME). The overall objective of the research was to assess the effect of the financing provisions existing for the setting up and operations of MSMEs in the country and to generate recommendations for more robust financing mechanisms for successful operation of the MSMEs, in turn understanding the impact of MSME loans on financial institutions due to NPA. There are many research conducted on the topic of Non- Performing Assets (NPA) Management, concerning particular bank, comparative study of public and private banks etc. In this paper the researcher is considering the aggregate data of selected public sector and private sector banks and attempts to compare the NPA of Housing, Agriculture and MSME loans in state Haryana of public and private sector banks. The tools used in the study are average and Anova test and variance. The findings reveal that NPA is common problem for both public and private sector banks and is associated with all types of loans either that is housing loans, agriculture loans and loans to SMES. NPAs of both public and private sector banks show the increasing trend. In 2010-11 GNPA of public and private sector were at same level it was 2% but after 2010-11 it increased in many fold and at present there is GNPA in some more than 15%. It shows the dark area of Indian banking sector.
EXPERIMENTAL STUDY OF MECHANICAL AND TRIBOLOGICAL RELATION OF NYLON/BaSO4 POL...IAEME Publication
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An experiment conducted in this study found that BaSO4 changed Nylon 6's mechanical properties. By changing the weight ratios, BaSO4 was used to make Nylon 6. This Researcher looked into how hard Nylon-6/BaSO4 composites are and how well they wear. Experiments were done based on Taguchi design L9. Nylon-6/BaSO4 composites can be tested for their hardness number using a Rockwell hardness testing apparatus. On Nylon/BaSO4, the wear behavior was measured by a wear monitor, pinon-disc friction by varying reinforcement, sliding speed, and sliding distance, and the microstructure of the crack surfaces was observed by SEM. This study provides significant contributions to ultimate strength by increasing BaSO4 content up to 16% in the composites, and sliding speed contributes 72.45% to the wear rate
ROLE OF SOCIAL ENTREPRENEURSHIP IN RURAL DEVELOPMENT OF INDIA - PROBLEMS AND ...IAEME Publication
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The majority of the population in India lives in villages. The village is the back bone of the country. Village or rural industries play an important role in the national economy, particularly in the rural development. Developing the rural economy is one of the key indicators towards a countryâs success. Whether it be the need to look after the welfare of the farmers or invest in rural infrastructure, Governments have to ensure that rural development isnât compromised. The economic development of our country largely depends on the progress of rural areas and the standard of living of rural masses. Village or rural industries play an important role in the national economy, particularly in the rural development. Rural entrepreneurship is based on stimulating local entrepreneurial talent and the subsequent growth of indigenous enterprises. It recognizes opportunity in the rural areas and accelerates a unique blend of resources either inside or outside of agriculture. Rural entrepreneurship brings an economic value to the rural sector by creating new methods of production, new markets, new products and generate employment opportunities thereby ensuring continuous rural development. Social Entrepreneurship has the direct and primary objective of serving the society along with the earning profits. So, social entrepreneurship is different from the economic entrepreneurship as its basic objective is not to earn profits but for providing innovative solutions to meet the society needs which are not taken care by majority of the entrepreneurs as they are in the business for profit making as a sole objective. So, the Social Entrepreneurs have the huge growth potential particularly in the developing countries like India where we have huge societal disparities in terms of the financial positions of the population. Still 22 percent of the Indian population is below the poverty line and also there is disparity among the rural & urban population in terms of families living under BPL. 25.7 percent of the rural population & 13.7 percent of the urban population is under BPL which clearly shows the disparity of the poor people in the rural and urban areas. The need to develop social entrepreneurship in agriculture is dictated by a large number of social problems. Such problems include low living standards, unemployment, and social tension. The reasons that led to the emergence of the practice of social entrepreneurship are the above factors. The research problem lays upon disclosing the importance of role of social entrepreneurship in rural development of India. The paper the tendencies of social entrepreneurship in India, to present successful examples of such business for providing recommendations how to improve situation in rural areas in terms of social entrepreneurship development. Indian government has made some steps towards development of social enterprises, social entrepreneurship, and social in- novation, but a lot remains to be improved.
OPTIMAL RECONFIGURATION OF POWER DISTRIBUTION RADIAL NETWORK USING HYBRID MET...IAEME Publication
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Distribution system is a critical link between the electric power distributor and the consumers. Most of the distribution networks commonly used by the electric utility is the radial distribution network. However in this type of network, it has technical issues such as enormous power losses which affect the quality of the supply. Nowadays, the introduction of Distributed Generation (DG) units in the system help improve and support the voltage profile of the network as well as the performance of the system components through power loss mitigation. In this study network reconfiguration was done using two meta-heuristic algorithms Particle Swarm Optimization and Gravitational Search Algorithm (PSO-GSA) to enhance power quality and voltage profile in the system when simultaneously applied with the DG units. Backward/Forward Sweep Method was used in the load flow analysis and simulated using the MATLAB program. Five cases were considered in the Reconfiguration based on the contribution of DG units. The proposed method was tested using IEEE 33 bus system. Based on the results, there was a voltage profile improvement in the system from 0.9038 p.u. to 0.9594 p.u.. The integration of DG in the network also reduced power losses from 210.98 kW to 69.3963 kW. Simulated results are drawn to show the performance of each case.
APPLICATION OF FRUGAL APPROACH FOR PRODUCTIVITY IMPROVEMENT - A CASE STUDY OF...IAEME Publication
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Manufacturing industries have witnessed an outburst in productivity. For productivity improvement manufacturing industries are taking various initiatives by using lean tools and techniques. However, in different manufacturing industries, frugal approach is applied in product design and services as a tool for improvement. Frugal approach contributed to prove less is more and seems indirectly contributing to improve productivity. Hence, there is need to understand status of frugal approach application in manufacturing industries. All manufacturing industries are trying hard and putting continuous efforts for competitive existence. For productivity improvements, manufacturing industries are coming up with different effective and efficient solutions in manufacturing processes and operations. To overcome current challenges, manufacturing industries have started using frugal approach in product design and services. For this study, methodology adopted with both primary and secondary sources of data. For primary source interview and observation technique is used and for secondary source review has done based on available literatures in website, printed magazines, manual etc. An attempt has made for understanding application of frugal approach with the study of manufacturing industry project. Manufacturing industry selected for this project study is Mahindra and Mahindra Ltd. This paper will help researcher to find the connections between the two concepts productivity improvement and frugal approach. This paper will help to understand significance of frugal approach for productivity improvement in manufacturing industry. This will also help to understand current scenario of frugal approach in manufacturing industry. In manufacturing industries various process are involved to deliver the final product. In the process of converting input in to output through manufacturing process productivity plays very critical role. Hence this study will help to evolve status of frugal approach in productivity improvement programme. The notion of frugal can be viewed as an approach towards productivity improvement in manufacturing industries.
A MULTIPLE â CHANNEL QUEUING MODELS ON FUZZY ENVIRONMENTIAEME Publication
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In this paper, we investigated a queuing model of fuzzy environment-based a multiple channel queuing model (M/M/C) ( ďĽ /FCFS) and study its performance under realistic conditions. It applies a nonagonal fuzzy number to analyse the relevant performance of a multiple channel queuing model (M/M/C) ( ďĽ /FCFS). Based on the sub interval average ranking method for nonagonal fuzzy number, we convert fuzzy number to crisp one. Numerical results reveal that the efficiency of this method. Intuitively, the fuzzy environment adapts well to a multiple channel queuing models (M/M/C) ( ďĽ /FCFS) are very well.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
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In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
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Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
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Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
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The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. Whatâs changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
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Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Dev Dives: Train smarter, not harder â active learning and UiPath LLMs for do...UiPathCommunity
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đĽ Speed, accuracy, and scaling â discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Miningâ˘:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing â with little to no training required
Get an exclusive demo of the new family of UiPath LLMs â GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
đ¨âđŤ Andras Palfi, Senior Product Manager, UiPath
đŠâđŤ Lenka Dulovicova, Product Program Manager, UiPath
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
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A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
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Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overviewâ
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
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In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
⢠The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
⢠Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
⢠Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
⢠Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered Quality
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Use of social media to attract and engage new customer base
1. International Journal of Management (IJM), ISSN 0976 â 6502(Print), ISSN 0976 - 6510(Online),
Volume 5, Issue 8, August (2014), pp. 35-46 Š IAEME
INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)
ISSN 0976-6502 (Print)
ISSN 0976-6510 (Online)
Volume 5, Issue 8, August (2014), pp. 35-46
Š IAEME: http://www.iaeme.com/IJM.asp
Journal Impact Factor (2014): 7.2230 (Calculated by GISI)
www.jifactor.com
35
IJM
Š I A E M E
USE OF SOCIAL MEDIA TO ATTRACT AND ENGAGE
NEW CUSTOMER BASE
Dr. Brijesh Sivathanu1, Dr. Rajasshrie Pillai2
1(Assistant Professor, Indira Institute of Management, Pune â 411033 Maharashtra)
2(Assistant Professor, Indira Global Business School, Pune Maharashtra)
ABSTRACT
Social media is a continually evolving realm with an amazing potential for attracting and
engaging customers which is very vital for any business. The social media mix consists of social
networks, network feeds and social networking websites. Social media integrates technology, social
interaction and content creation to collaboratively connect online information. Through social media,
people or groups can create, edit, organize, comment on, combine and share content which help
organizations to better achieve their mission and goals. The most commonly used social media by
marketers are blogs, micro blogs, social networks, podcasts, discussion forums and RSS feeds.
Marketers can use social media to promote the brand and business, tell customers about their
goods and services find out what customers think of their business, attract and engage new customers
and build stronger relationship with existing customers. Currently, marketers are trying to attract new
customer base on the social media platform by deploying measures like search engine optimization,
hosting online competition, providing surprise gifts on clicks and competitive pricing. Social media
marketing has many advantages like broad reach, ability to target particular groups, free or low cost,
fast easy and personal communication with individual customers and groups.
Today, customers expect top level top level content and profile of the companies while
clicking on the links of renowned social networking websites like Facebook, LinkedIn, Twitter,
Google Plus+, Tagged, MySpace and Ning. The customersâ âlikesâ on the social media also provide a
good mileage for the marketers. Customers expect surprises and innovative content on social media
websites.
The growth in the social media has overwhelmed many marketers as things are moving so
fast in this arena, that they must stay busy keeping abreast of the latest developments and trends by
using the proper social media mix to capture the target market.
In this study, the author attempts to understand the emerging roles and trends of social media and
internet marketing. This paper highlights the significance of social media and internet marketing in
business. This paper analyzes the online consumer behavior, customer expectations and strategies
deployed by marketers for attracting and retaining new customer base though social media by
conducting a market survey.
2. International Journal of Management (IJM), ISSN 0976 â 6502(Print), ISSN 0976 - 6510(Online),
Volume 5, Issue 8, August (2014), pp. 35-46 Š IAEME
Keywords: emerging trends, social media mix, online consumer behavior, customer expectation,
social media marketing strategies.
36
1. INTRODUCTION
It is a new world today â a world where everyone has the ability to influence opinion; a world
where everyone has the ability to influence purchase and a world where geographical distances are
down to zero. The world today has ushered into the era of E- commerce, which is a world shaped by
social media. Social media is the phenomenon which enables and endorses free flow of
conversations online. Now-a-days, it is just not imperative to use static websites but also the social
media network to advertise, market and connect globally. If blogs and algorithms on the internet
decentralize the business of news even as they made it richer in detail, the real revolution happened
with arrival of social media sites such as Facebook, Twitter, Linkedin, Tagged, MySpace, Ning and
Google + which are the most popular.
Since the last decade, consumers are becoming internet savvy, crossing generations and
cultures alike, and social media has ingrained into their digital worlds. Having online presence is
something that leads everyone to become ever more dependent upon, as being a natural part of their
daily lives.
A research by Nielsen/McKinsey Company (2011) mentions the number of active Internet
users who visit blogs and social network sites are approximately 80% of all users, also these sites are
the top destinations online.
People use social media to get in touch with friends; moreover social media allows people to
share opinions, videos, photos and much more. It has prompted marketers to reconsider their use of
traditional media and influenced their marketing strategies. To use social media, marketers should
find the way how these medium can be useful for their consumers. Social networks, blogs, social
communities, forums and other interactive media help marketing managers all over the world better
understand current and potential consumers.
As per the CMO Survey (cmosurvey.org, August 2011) Social Media Stores enable people to
buy where they connect to millions of users into a social media platform. For example, retailers and
brands can have a storefront in Facebook.
The Internet has redefined how consumers interact with brands and make purchase and
spending decisions. Instead of interacting with a âproduct specialistâ at the âpoint of sale,â buyers
rely on an array of virtual information resources, social media tools, and peer opinions to narrow
their choices, then on customer service to seal the deal. The likelihood of an average customer
making a final purchasing decision based upon a routine interaction with a line employee has never
been greater.
2. OBJECTIVE OF THE STUDY
In the current era of e-commerce, marketers are targeting social media to leverage their
profitability and sales. In this context, empirical investigation aimed at identifying the antecedents of
online purchase using social networking sites (SNS) has been undertaken by the researcher, which is
of utmost importance for marketers to develop strategies for attracting and engaging new customer
base.
Specifically, the key objectives of the study are:
1. To study the emerging roles and trends of social media and internet marketing.
2. To study the significance of social media and internet marketing in business.
3. To identify the factors which influence the online consumer behavior for online purchase using
social media (SNS).
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Volume 5, Issue 8, August (2014), pp. 35-46 Š IAEME
4. To study the strategies deployed by marketers for attracting and retaining new customer base
37
though social media.
3. LITERATURE REVIEW
Review of literature is essential to place the study in a proper perspective. The review also
helps to identify the limitations of the earlier studies, identify the gaps and enables the researcher to
focus upon the key areas of the research.
3.1 Social Media Role And Emerging Trends Of Social Media And Internet Marketing
Internet is extensively used as a means of communication, potential source of information,
means of entertainment and many more. Few years after the launch of internet, marketers realized
the possibilities of using it as a medium for business. Modern technology has been developed to the
extent that even shopping is made possible over the internet. Both the products and services can he
purchased by online shopping .Online shopping is used for business to business transactions or
business to customer transactions with applications of E-commerce.
The Internet has become a mass media vehicle for consumer-sponsored communications. It
now represents the number one source of media for consumers at work and the number two source of
media at home. The Internet reaches more than 60% of all United States consumers for an average
weekly usage rate of more than 100 minutes (Rashtchy, Kessler, Bieber, Shindler, Tzeng, 2007).
Below are the examples of social media described by W. Glynn Mangold David J. Faulds (2009):
Table 1: Examples of social media
⢠Social networking sites (MySpace, Facebook, Faceparty)
⢠Creativity works sharing sites:
o Video sharing sites (YouTube)
o Photo sharing sites (Flickr)
o Music sharing sites (Jamendo.com)
⢠Content sharing combined with assistance
⢠(Piczo.com)
⢠General intellectual property sharing sites
⢠(Creative Commons)
⢠User-sponsored blogs (The Unofficial AppleWeblog, Cnet.com)
⢠Company-sponsored websites/blogs (Apple.com, PGâs Vocalpoint)
⢠Company-sponsored cause/help sites (Doveâs Campaign for Real Beauty, click2quit.com)
⢠Invitation-only social networks (ASmallWorld.net)
⢠Business networking sites (LinkedIn)
⢠Collaborative websites (Wikipedia)
⢠Virtual worlds (Second Life)
⢠Commerce communities (eBay, Amazon.com,Craigâs List, iStockphoto, Threadless.com)
⢠Podcasts (ââFor Immediate Release: The Hobson and Holtz Reportââ)
⢠News delivery sites (Current TV)
⢠Educational materials sharing (MIT Open Course Ware, MERLOT)
⢠Open Source Software communities (Mozillaâs spreadfirefox.com, Linux.org)
⢠Social bookmarking sites allowing users to recommend online news stories, music,
videos, etc. (Digg, del.icio.us, Newsvine, Mixx it, Reddit)
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38
Social media is perceived by consumers as a more trustworthy source of information
regarding products and services than corporate-sponsored communications transmitted via the
traditional elements of the promotion mix (Foux, 2006).
Consumers are turning more frequently to various types of social media to conduct their
information searches and to make their purchasing decisions (Lempert, 2006; Vollmer Precourt,
2008).
Consumers are making decisions based on information they learn from their networks and
using that knowledge to take action and influence others. Where historically, a conversation might
occur between a couple of people over the phone or at a gathering, social media environments are
allowing large groups of people to hear, participate in, and share conversations: positive and
negative. It is an unpaid endorsement when a brand receives the Facebook âLikeâ or thumbs up from
a fan, and that the fan can publicly indicate this endorsement (and sometimes emotional
commitment, falling into the coveted marketing space defined as âTrue Loyaltyâ or even better, âCult
Loyaltyâ) Flanagan, Wendy (2010).
Social media networks offer channels through which businesses can learn about their
customersâ preferences and get insight into their goods or service acceptance in the field. Some
businesses adopt a broadcast mechanism by which any customer who has opted in to share the
businessâs message will be able to share the message with all of the people in his or her network.
Others have adopted a selective mechanism to help detect those customers who would take their
message to their network in an effective manner. To stimulate and to engage customers for active
participation in these new marketing initiatives, businesses are experimenting with novel ways of
marketing and are willing to explore ideas that would help them acquire new customers, retain
existing customers, and in turn increase their sales (V. Kumar Bala Sundaram, 2012)
3.2. Significance of Social Media and Internet Marketing Business
The Internet has become the fastest growing advertising medium of this decade (Ha, 2008).
Advertisers spend hundreds of millions of dollars to place their ads on high-traffic websites.
According to research, when people read an online advertisement, they are more likely to buy online.
An advertising banner on the Internet can level the playing field between large and small companies
(Smith, 2009).
As social media continue to gain in popularity, marketers are searching for a firm foundation
on which to base their strategic decisions regarding how to employ social media to engage and
influence their customers (Hoffman Novak, 2012). Consumers gain information before purchasing
any product. They seek information from organizations and also from other consumers. Firms can
make more profits by attracting and alluring potential buyers via social channels (Curty Zhang,
2011).
Social media is the good reach to provide information to consumers and Below Mentioned
social media statistics mentions the extent of costumer and brand reach
Social media is the good reach to provide information to consumers and Below Mentioned
social media statistics mentions the extent of costumer and brand reach (Alexander, Anson. 2012)
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Table 2: Social Media Statistics
⢠Facebook has 845 million active users.
⢠The average Facebook user has 130 friends.
⢠Twitter has 127 million active users.
⢠13% of Internet users also use Twitter.
⢠54% of Twitter users use it on their mobile devices.
⢠36% of Twitter users tweet at least once a day.
⢠Google+ has had 90 million unique visitors.
⢠Pinterest has had 21 million unique visits.
⢠LinkedIn has 150 million registered users.
⢠There are 2 million companies on LinkedIn.
⢠75% of LinkedIn users use it for business purposes.1
Source: Alexander, Anson. âSocial Media Usage Statistics 2012 [Infographic]â 10 March
2012. 29 June 2012 http://ansonalex.com/infographics/social-media-usage-statistics-
For both franchisors and franchisees, a well-executed social media strategy can generate
39
(Todd Leiser, 2012):
⢠Increased sales
⢠Strengthened relationships with existing customers
⢠New customers
⢠Enhanced customer service
⢠A consumer research tool
⢠Traffic to your website
The above mentioned numbers of followers convey the brand awareness using social media.
The popular social media networking website and their contribution to business is discussed below
(Madhav Narayanan, 2012):
Facebook: Founded in 2006, Facebook has become the most popular social networking website. It
has transformed the value of social media websites through the sheer volume of users that it has
attracted. 75 % of the fortune 100 companies are on Facebook. Apart from these companies
Facebook is also beneficial for small businesses as it allows them to reach their target audience with
a personal approach.
Twitter: It is an extremely popular online micro blogging service which has gained a very large user
base consisting of more than 500 million users. Twitter has attracted lots of attentions from business
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corporations for the immense potential it provides for viral marketing. Due to its huge reach it has
increasingly being used by news organizations to disseminate news updates which are then filtered
and commented on by the twitter community.
You Tube: You Tube which began in 2005 became extremely popular as a crowd sourced video
screening service. It is a powerful free tool for businesses and organizations to engage an audience
with online videos. Businesses can leverage the mass appeal of you tube by creating their own public
channel that their fan base can subscribe to.
Online branding communities attract new users to a product, reinforce loyalty to a product and help
marketers better understand consumers and the potential uses of the product (Jaffe 2005; Kahney
2004; Muniz and Schau 2007; OâGuinn and Muniz 2005). Galeotti and Goyal (2009) reports that
companies who use social media networking see higher sales and greater profits. The above all
clearly conveys social media is playing a vital role and changing the scenario of marketing.
3.3. Factors Influencing the Online Consumer Behavior for Online Purchase Using Social
Media
40
The term consumer behavior is always been crucial in marketing. It is necessary to
understand the consumer behavior for marketers.
Consumer behaviour is the behaviour that consumers display in searching for, purchasing,
using, evaluating, and disposing of products and services that they expect will satisfy their needs
(Schiffman Kanuk, 2008). Now a dayâs online marketing is in boom. Word of Mouth (WOM) is
defined as the act of exchanging marketing information among consumers, and plays an essential
role in changing consumer attitudes and behaviour towards products and services (Katz Lazarsfeld
1955). The emergence of Internet-based media has facilitated the development of WOM online â that
is, electronic word-of-mouth (referred to as eWOM hereafter). Hennig-Thurau et al. (2004) defined
eWOM as âany positive or negative statement made by potential, actual, or former customers about a
product or company, which is made available to a multitude of people and institutions via the
Internetâ
SNSs represent an ideal tool for eWOM, as consumers freely create and disseminate brand-related
information in their established social networks composed of friends, classmates and other
acquaintances (Vollmer Precourt 2008).
Consumers with a high level of opinion seeking behaviour tend to search for information and
advice from others when making a purchase decision (Flynn et al. 1996). Consumers' perceived risks
associated with online shopping have a critical effect on their decision making. Consumer risk
perceptions and concerns regarding online shopping are mainly related to the aspects involving the
privacy and security of personal information, security of online transaction systems and uncertainty
of product quality. Kim and Benbasat (2003) identified four categories of trust related issues: 1)
personal information; 2) product quality and price; 3) customer service; and 4) store presence
Kini and Choobineh (1998) are of the view that trust in the Internet business is necessary but
not sufficient for an Internet buying behavior to take place. Advertisers spend hundreds of millions
of dollars to place their ads on high-traffic websites. According to research, when people read an
online advertisement, they are more likely to buy online. An advertising banner on the Internet can
level the playing field between large and small companies (Smith, 2009). The Internet can be
referred to as a pull medium because consumers choose the content they view. In effect, the
consumer is pulling from a plethora and free flow of information (Pitta Fowler, 2005). While some
research suggests that pop-up ads can create high levels of ad perception, recall, and intent to
purchase (Chatterjee, 2008), other research has shown consumers become irritated by pop-up ads and
thus avoid online advertising all together (Edwards, Li, Lee, 2002). For a business, one of the
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Volume 5, Issue 8, August (2014), pp. 35-46 Š IAEME
most valuable benefits of using digital media is their capacity to offer consumers a personalized
relationship (Wind Rangaswamy, 2001).
41
Online recommendations are one way to personalize a relationship. Online recommendations
range from personal reviews from other customers to personalized recommendations provided by
recommender engines or systems. Recommender systems are information sources that provide
personalized information to consumers (Ansari, Essegaier, Kohli, 2000). These systems use an
information filtering technique in order to formulate product recommendations that are most likely to
be of interest to the user. Marketers will benefit from providing recommendations to online
consumers, especially if the source is providing personalized recommendations. Consumers focus
more on the recommendation source itself than on the type of website on which the recommendation
appears (Senecal Nantel, 2004).
3.4. Strategies Deployed by Marketers for Attracting and Retaining New Customer Base
Though Social Media
As per the 2013 social media marketing industry report (Michaela Stelzner, 2013) 79% of
marketers agreed that they had integrated their social media and traditional marketing activities. Also
there is substantial increase in strategies like use of blogs, use of social forums and social
bookmarking used by marketers for online marketers.
The study of top retailers using social media for marketing mentions that (Michelle B. Kunz,
Brittany 2011), Successful retailers will continue to employ social media marketing, and consumers
are expected to be response. This paper also pinpoints that viral video of any kind lends itself to the
YouTube platform, so for any visually enhanced promotion, this network may be effective, but not
necessarily for everyone. However, these top retailers seemed to focus their attention on Facebook,
with some activities on YouTube. Facebook has been embraced by retailers and consumers alike.
Facebook, Twitter, LinkedIn, blogging and YouTube were the top five platforms used by marketers,
with Facebook leading the pack. All of the other platforms paled in comparison to these top five
(Michaela Stelzner, 2013).
Twitter may be effective for mining what conversations and tweets are saying about the
brand, but it is not terribly effective for marketing messages. While Dell and Best Buy have used
Twitter effectively to improve customer service and offer especially hard-hitting deals and
promotions, it appears that Twitter may be more effective for up-and-coming brands/companies,
rather than well-established corporations. Advertising on SNSs enables consumers to engage in some
kind of social interactions by commenting, liking or passing along to their social connections
(Interactive Advertising Bureau 2009).
Social media enable people to shop multiple stores together using a range of different social
shopping tools such as ratings and reviews, recommendations and referrals and social bookmarking
(e.g. Kaboodle.com and Storeenvy.com). Research shows 32% of retailers surveyed work with these
sites to drive traffic to their stores or planned implementation/enhancement in 2009 (Mulpuru, 2010).
Consumers feel more engaged with products and organizations when they are able to submit
feedback. For example, Toyota enables its customers to provide feedback on a broad range of issues
via itâs ââOpen Road Blogââ (Toyota, 2008).
Retail Blogs provide news and discussion around e-commerce events, as well as capture
customer feedback and suggestions on desired improvements. The main benefit of blogs is generally
in the opportunity to engage brand enthusiasts (Mahdi Shadkam , James OâHara April 2013).
Online Consumer Communities are linked to an e-commerce site, usually with a loyalty,
advisory or social CRM (Social Customer Relationship Management) purpose. Customer
communities can be hosted on social media platforms such as Facebook or on website with dedicated
community software (Mahdi Shadkam, James OâHara April 2013).Advertising on social media
8. International Journal of Management (IJM), ISSN 0976 â 6502(Print), ISSN 0976 - 6510(Online),
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platforms or promotional applications is a useful strategy in social commerce in order to attract more
consumers among social media users (Mahdi Shadkam , James OâHara April 2013).
42
Implementation an appropriate rating and review system assists marketers to get feedback
and also increase consumer trust. Much of this benefit is because consumers can engage in direct
feedback on the offerings most important to them, providing instant and critical insights for a wide
variety of brands, products, and retailers (Mulpuru, 2010).People like to feel special and make it
personalized. Feelings of being special can be produced by offering products, information, and
special deals that are available exclusively to a subset of consumers. For example, Unilever offers its
readers coupons and product samples from Doveâs ââCampaign for Real Beauty (W Glynn Mangold,
David J. Faulds 2009).
4. RESEARCH METHODOLOGY
Besides secondary data, the primary data was collected by the researcher in a survey using a
structured questionnaire and the questions were close ended, keeping in view the context and
objectives of the study. The questionnaire was developed in which each item was measured on five
point Likert scale ranging from âstrongly agreeâ to âstrongly disagreeâ.
After an extensive review of literature, an exploratory study was undertaken among 300
consumers to identify the factors which affect the online purchase using social networking sites and
50 marketers to understand the strategies deployed by marketers for attracting and retaining new
customer base though social media.
5. ANALYSIS AND INTERPRETATION
In accordance with Churchill procedure, the researcher conducted the Principal Component
Analysis with Varimax rotation to identify the antecedents of online purchase using social
networking sites (SNS). To determine the number of factors to retain, the researcher considered the
most usual rule of Kaiser criterion (selected the factors corresponding the to the Eigen values above
1.0). Only items with communality greater than 0.5 and the absolute value of their co-relation to an
axis greater than 0.6 were retained. Then the Cronbachâs alpha was used to assess the reliability of
the antecedents. The estimated coefficients can be described as acceptable as they are all above 0.70
(Peterson 1994).
From the below Table No.3: The Kaiser-Meyer-Olkin (KMO) value of 0.583, which is
greater than 0.5 indicates the measure of sample adequacy which proves that the given primary data
is fit for data analysis using factor analysis. The Bartletteâs test of sphericity indicates that the
correlation matrix is not an identity matrix which indicates that the factor model is appropriate.
Since the p-value is 0.000 i.e. the p-value is less than 0.05 which indicates that the correlation is
significant.
It is clear that three factors F1, F2, F3 were extracted which cumulatively explains 92.017 %
of the total variance.
The rotated component matrix shows that the factor loading of the items on the factors. The
Factor F1 which has been named âE-Trustâ consists of the items: Personal information, Product
quality price, Customer service and Store presence, each having factor loading of 0.973.
The extracted factor F2 which has been named âE-World of Mouth on SNSâ consists of the
items having factor loading - Likesâ to product on SNS - 0.950, Good comments about the product â
0.773 Amount of shares per page â 0.950, Posts on Forums about the product -0.950 and Product
description by Users- 0.773.
The extracted factor F3 which has been named âAdvt. on SNSâ consists of the items Pop-
Ups, Personalization and Attractive Online Campaign, each having factor loading 0.959.
9. International Journal of Management (IJM), ISSN 0976 â 6502(Print), ISSN 0976 - 6510(Online),
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43
The Scree plot indicates that only three factors F1, F2 and F3 emerged as important as their
Eigen values were 5.512, 3.782 and 1.750 respectively. The remaining components with Eigen
values under 1.0 were dropped as per the Kaiser rule. The below mentioned Graph 1 conveys the
Strategies deployed by marketers for attracting and retaining new customer base though social media
The Graph 1 one indicates that blogs on social media, create fan pages on SNS, creating and
leveraging multiple social media touch points, creating unique online campaign, asking for feedback
tough SNS, writing success stories on social media, online stores linked with social media, viral
video on social networking websites and attractive and dynamic and dynamic advertisement are the
strategies deployed by markets for attracting and retaining new consumer base through social media.
Table 3: Factor Analysis
Factor Name Statements
(Communality)
Reliability
()
Factors
Loading
Eigen
Value
%Variance
Explained
Cumulative
%
F1
(E-Trust)
- .932 - 5.512 45.934 45.934
S1 -Personal
information
S2 - Product quality
price
S3 - Customer service
S4 - Store presence
.995
.995
.995
.995
.973
.973
.973
.973
F2
(E-Word of
Mouth on
SNS)
- .980 - 3.782 31.498 77.432
S1- âLikesâ to product
on SNS
S2- Good comments
about the product
S3- Amount of shares
per page
S4- Posts on Forums
about the product
S5- Product description
by Users
.909
.675
.909
.909
.675
.950
.773
.950
.950
.773
F3
(Advt. On
SNS)
- .960 - 1.750 14.585 92.017
S1- Pop-Ups
S2 - Personalization
S3- Attractive Online
Campaign
.996
.991
.996
.959
.959
.959
Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy= 0.583
Overall Cronbach Alpha () = 0.867
Bartlett's Test of Sphericity = Approx. Chi-Square â 3410.135 {(p=0.000)}
Source : Primary Data
10. International Journal of Management (IJM), ISSN 0976
Volume 5, Issue 8, August (2014), pp.
gement â 6502(Print), ISSN 0976
35-46 Š IAEME
#
!
11. ,.%
,-%
,)%
+-%
-%
.%
(%
%
'%
''%
'+%
('%
*%
- 6510(Online),
.'%
.%
-,%
.*%
-.%
$% $% '$% ($% )$% *$% +$% ,$% -$% .$%
/
$$%
Graph 1: Strategies deployed by marketers for attracting and retaining new customer
through social media
6. CONCLUSION AND MANAGERIAL IMPLICATIONS
Social media has changed in a very dynamic way over the past decade.
base
makes both academic and practical contributions. From an academic point of view, it contributes to
the existing literature in the area of social
researchers to study online purchase using social media and its antecedent factors
The aim of this research is to contribute modestly to a better understanding of the factors
which influence the online consumer behavior for online purchase using social media (SNS). The
results of this research confirm with many prior studies
2003). From a
managerial point of view, the contributions of the proposed study are as follows:
The key determinant of the future success for many SNS providers will rest on the ability to
monetize the product/service provided.
the next service or product will be for a business based on their needs a
managers can draw meaningful insights to understand the factors which influence online purchase
using social media (SNS). It is clear that the largest SNS providers have incredibly large user bases,
which can be leveraged in terms of
base through social media.
44
The present study
media for business. It can also be used by future
factors.
nsumer (Kim and Benbasat, 2003)
Consumers and online consumer behavior often dictate what
and desires.
nd Marketing
innovation strategies for attracting and retaining new consumer
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Volume 5, Issue 8, August (2014), pp. 35-46 Š IAEME
45
7. SCOPE FOR FURTHER RESEARCH
This paper identifies the antecedents of online purchase using SNS. Future researchers may
empirically examine the relationships among the antecedents of online purchase using SNS.
Future research may incorporate the effect of variables like Rewards gains through social media,
virals and Discounts Offers on social media. Further, demographic characteristics like age, income,
sex and education play an important role in shaping a customerâs online purchase intentions. Future
research may test the effects of these demographic characteristics on the online purchase behavior
using SNS.
This research was carried out only in the city of Pune. It would be important to test the
measures in other cities and parts of India to improve the reliability and validity of the study.
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