Abstract
Objective: This study aims to investigate how social media marketing affects formation of customer perceptions. Methodology: Data were collected from the customers living in Khulna City using a structured close ended questionnaire with five-point Likert to capture opinions on social media marketing and building of customer perception. A causal research design was applied to find answers of research question set for the study. Regression statistics was applied to investigate causal relations between components of social media marketing and customer perceptions. Findings: The findings confirm that entertainment, informativeness, irritation, brand trust, interaction to customer, electronic word of mouth, and purchasing opportunity have relationship with formation of customer perception. All components except irritation have positive relations and interaction to customers, electronic word of mouth and informativeness have statistically significant relationships.
Highlights
Recent years have witnessed the rise of social media channels such as Facebook, YouTube, Google, and Twitter which allow customers to take a more active role as market players and reach almost everyone anywhere and anytime (Hennig-Thurauet at., 2010)
Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks (Vivek et al, 2012)
The total number of individuals participated in this survey was 150.A questionnaire was designed to identify the point of view of respondent regarding social media marketing
Summary
Recent years have witnessed the rise of social media channels such as Facebook, YouTube, Google, and Twitter which allow customers to take a more active role as market players and reach almost everyone anywhere and anytime (Hennig-Thurauet at., 2010). Social media and social networks have turned into new marketing tools for companies and a place where people can express their opinions and attitudes about products. Social media is a key component of the marketing mix, affecting the relationship between consumers and brands (Gensler et al, 2013). Tactics such as advertising within a social network have not been analyzed professionally. Social media has existed for years but has recently become one of the most powerful sources of advertising and news updates due to the launch of the Internet platforms Twitter and Facebook which provide the chance for social networking‟. Based on Ajzen, purchase intention in this research refers to individual’s readiness to perform buying while at social media
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