Role of Social Media Marketing Strategies on Customer Perception

Abstract

The present century can be termed as information century where social media has acquired prominent place in the day-to-day life of individuals. The reach of social media is growing rapidly and it is making inroad in individual's life at a faster pace. Using social media has become the everyday routine. Many social media sites display different type of advertisement by which decision making process is generally getting affected. Social Media is much more than just a medium of sharing information. It would be interesting to know what strategies are being used by firms to drive the attention of the internet users. An attempt has been made through this study to understand how social media affect the decision making process of consumers and the impact of various marketing strategies on the consumers used by firms on social media. The study employs the surveys methods to collect primary data from 200 customers who have been regularly using social media Factor Analysis and T-test has been used for having insights in the study. The selected respondents are assumed to represent the population in the urban areas of Delhi.