An investigation on neuro branding through social media as an emerging marketing tool

Abstract

Commonly marks have really endeavored to measure purchaser satisfaction and really assemble input, just to find that clients even here and there additionally furnished responses that are negated their real conduct. Since, social media has a reach to a large number of customers, using Neuro branding helps in actual designing the marketing strategy that will also create a lasting impact on the mind of consumers. Hence, this study focuses on to study the impact of neuro branding through social media on consumer buying behavior. This paper also tried to study the impact of neuro branding through social media on buying decisions of male and female consumers as well as on customers of different age group. In this paper an attempt is made to study the factors of neuro branding affecting buying decisions of the consumers. 14 Factors were then classified in three different dimensions viz. Brand Loyalty, Visual Branding and Behavioral Intention using factor analysis test. The responses were collected from 500 respondents selected through simple random sampling technique. One way ANOVA test is applied to study the impact of neuro branding through social media on consumer buying behavior and results show that neuro branding through social media does not show any significant impact on buying behavior of consumer. It is further found during the analysis that male and female customers do not show significant difference among factors like awareness about products they are buying through social media uses Neuro branding or not, also there is lack of awareness in factor like Neuro branding can result in increasing the brand loyalty, however, factors like, knowledge of Neuro branding, using Neuro branding technique is the need of the hour, display of product is very important, music is needed in the advertisement for influencing customers and personal touch is evoked through Neuro branding through social media display a significant difference between males and female customers.