ANVESHAK-International Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Role of Social Media Marketing Strategies on Customer Perception


Affiliations
1 Banarsidas Chandiwala Institute of Professional Studies, Sector-11, Dwarka, New Delhi-110075, India
     

   Subscribe/Renew Journal


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.

Keywords

Social Media, Customer Perception, Decision Making, Social Media Marketing Strategies, Advertising.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Agrawal, J. and Kamakura, W.A. (1995). The Electronic Worth of Celebrity Endorsers: An Event Study Analysis. Journal of Marketing, Vol. No. 59 (July), pp. 56-62.

  • Ahluwalia, R., Robert, B. and Unnava, H. (2000). Consumer Response to Negative Publicity: The Moderating Role of Commitment, Journal of Marketing Research, Vol. No. 37(May), pp. 203-214.

  • Baird, C.H. and Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. Strategy and Leadership, Vol. No. 39(5), pp. 30-37.

  • Berger, Jonah, Sorensen, AT. and Rasmussen, SJ. (2010). Positive Effects of Negative Publicity: When Negative Reviews Increase Sales, Marketing Science, Vol. No. 29(5), pp. 815-27.

  • Berthon, P.R., Pitt, L.F., McCarthy, I. and Kates, S.M. (2007). When Customers Get Clever: Managerial Approaches to Dealing with Creative Consumers, Business Horizons, Vol. No. 50(1) (January), pp. 39-47.

  • Berthon, P.R., Pitt, L. and Campbell, C. (2008). Ad Lib: When Customers Create the Ad, California Management Review, Vol. No. 50(4), pp. 6-31.

  • Brodie, R.J., Hollebeek, L.D., Jurić, B. and Ilić, A. (2011). Customer Engagement: Conceptual domain, fundamental preposition and implication of research, Journal of Service Research, Vol. No. 14(3), pp. 252-271.

  • Brodie, R.J., A. Ilic, B. Juric, and L. Hollebeek. (2013). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis, Journal of Business Research, Vol. No. 66(8), (August), pp. 105-114.

  • Bowden, J.L.H. (2009). The Process of Customer Engagement: a Conceptual Framework, Journal of Marketing Theory and Practice, Vol. No. 17(1), pp. 63-74.

  • Burmann, C., and U. Arnhold. 2008. User Generated Branding: State of the Art of Research. Munster,DE: LIT Verlag.

  • Chauhan, K. and A. Pillai. (2013). Role of Content Strategy in Social Media Brand Communities: a Case of Higher Education Institutes in India, Journal of Product and Brand Management, Vol. No. 22, pp. 40-51.

  • Cheung, C.M.K., Lee, M.K.O. and Rabjohn, N. (2008). "The impact of electronic word of-mouth: The adoption of online opinions in online customer communities". Internet Research, Vol. No. 18(3), pp. 229-247.

  • Cheong, H.J., and Morrison, M. A. (2008). "Consumers' reliance on product information and recommendations found in UGC", Journal of Interactive Advertising, Vol. No. 8(2), pp. 38-49.

  • Chevalier, Judith A. and Mayzlin D (2006), "The Effect of Word of Mouth on Sales: Online Book Reviews", Journal of Marketing Research, Vol. No. 43 (August), pp. 345-54.

  • Chu, S.C. and Kim, Y. (2011). "Determinants of Consumer engagement in electronic word of mouth (eWOM) in social networking sites", International Journal of Advertising, Vol. No. 30(1), pp. 47-75.

  • Dickey, I.J. and Lewis, W.F. (2011). "An Overview of Digital Media and Advertising", Information Science Reference, pp. 1-31.

  • Chevalier, J. and Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews, Journal of Marketing Research, Vol. No. 43 (3), pp. 345-354.

  • Christodoulides, G. 2009. Branding in the Post-internet Era, Marketing Theory, Vol.No. 9 (1) (March), pp. 141-144.

  • George, C., Jevons, C. and Bonhomme, J. 2012. Memo to Marketers: Quantitative Evidence for Change. How User-Generated Content Really Affects Brands, Journal of Advertising Research, Vol. No. 52(1), p. 53.

  • Daugherty, T., Eastin, M.S. and Bright, L. (2008). "Exploring consumer motivations for creating user-generated content", Journal of Interactive Advertising, Vol. No. 8 (2), pp. 16-25.

  • Edwards, S.M. (2011). A social media mindset, Journal of Interactive Advertising, Vol. No. 12 (1), pp. 1-3.

  • Elberse, Anita (2007), "The Power of Stars: Do Star Actors Drive the Success of Movies?" Journal of Marketing, Vol. No. 71 (October), pp. 102-120.

  • Flanagin, A.J., Metzger, M.J., Pure, R. and Markov, A. (2011). User-generated ratings and the evaluation of credibility and product quality in ecommerce transactions, Proceedings of the 44th Hawaii International Conference of System Sciences, pp. 1-10.

  • Gangadharbatla, H. (2008). Facebook Me: Collective Self-esteem, Need to Belong, and Internet Self-efficacy as Predictors of the iGeneration’s Attitudes Toward Social Networking Sites, Journal of Interactive Advertising, Vol. No. 8(2), pp. 5-15.

  • Galeotti, A. and Goyal, S. (2009). Influencing the influencers: a theory of strategic diffusion", RAND Journal of Economics. Blackwell Publishing Limited, pp. 33 -42.

  • Harridge-March, S. and Quinton, S. (2009). Virtual snakes and ladders: social networks and the relationship marketing loyalty ladder, Marketing Review, pp. 123-136.

  • Hair, J., Anderson, R., Tatham and Black, W. (1998). Multivariate Data Analysis 5th Ed, PHI, London.

  • Mir, I. and Zaheer, A. (2012). "Verification of social impact theory claims in social media context", Journal of Internet Banking and Commerce, Vol. No. 17 (1), pp. 1-15.

  • Jonas, J.R.O. (2010). Source credibility of company-produced and user generated content on the internet: an exploratory study on the Filipino youth", Philippine Management Review, Vol. No. 17, pp. 121-132.

  • Jones, E., Busch, P. and Dacin, P. (2003). Firm Market Orientation and Salesperson Customer Orientation: Interpersonal and Intrapersonal Influences on Customer Service and Retention in Business-to-Business Buyer-Seller Relationships, Journal of Business Research, Vol. No. 56(4), pp. 323-340.

  • Kaplan Andreas M., Haenlein Michael (2010). Users of the world, unite! The challenges and opportunities of social media". Business Horizons, Vol. No. 53 (1), pp. 59-68.

  • Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S. (2011). Social media? Get serious! Understanding the functional building blocks of social media, Business Horizons, Vol. No. 54 (3), pp. 241-251.

  • Latane, B. (1981). The Psychology of Social Impact, American Psychologist, Vol. No.36(4), pp. 343-356.

  • Li, C. and Bernoff, J. (2011). Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Review Press. Boston MA.

  • Mangold, W.G. and Faulds, DJ. (2009). Social Media: The New Hybrid Element of the Promotion Mix, Business Horizons, Vol. No. 52(4) (July), pp. 357-365.

  • Metzger, M.J., Flanagin, A.J. and Medders, R.B. (2010). "Social and heuristic approaches to credibility evaluation online", Journal of Communication, Vol. No. 60, pp. 413-439.

  • Muntinga, D.G., Moorman, M. and Smit, E.G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use, International Journal of Advertising, Vol. No. 30(1), pp. 13-46.

  • Nowak, A., Szamrejand, J. and Latane, B. (1990). From Private Attitude to Public Opinion: A Dynamic Theory of Social Impact", Psychological Review, Vol. No. 97 (3), pp. 362-376.

  • Nunnaly, J. (1978). Psychometric theory. New York: McGraw-Hill.

  • O'Reilly, K. and Marx, S. (2011). How young, technical consumers assess online WOM credibility", Qualitative Market Research: An International Journal, Vol. No. 14 (4), pp. 330-359.

  • Parvatiyar, A. and Sheth, J.N. (2001). Customer relationship management: emerging practice, process and discipline", Journal of Economic and Social Research, Vol. No. 3(2), pp. 1-34.

  • Reda, S. (2008). "Do YouTube?" Stores, 6, Şubat. Vol. No. 90, p. 4.

  • Schultze, U., Prandelli, E., Salonen, P.I. and Van Alstyne, M. (2007). Internet-enabled co-production: Partnering or competing with customers? Communications of the Association for Information Systems, Vol. No. 19, pp. 294-324.

  • Sun, SY., Ju, T.L., Chumg, HF., Wu, CY. and Chao, PJ. (2009). Influence on Willingness of Virtual Community’s Knowledge Sharing: Based on Social Capital Theory and Habitual Domain", World Academy of Science, Engineering and Technology, Vol. No. 53, pp. 142-149.

  • Swedowsky, M. (2009). Improving Customer Experience by Listening and Responding to Social Media. Retrieved September 8, 2013

  • from http://blog.nielsen.com/nielsenwire/consumer/improving-customerexperiencebylistening-and-responding-to-social-media/

  • Trusov, Michael, Bucklin, R. and Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site," Journal of Marketing, Vol. No. 73 (September), pp. 90-102.

  • Williams, K.D. and Williams, K.B. (1989). Impact of source strength on two compliance techniques, Basic and Applied Social Psychology, Vol. No. 10(2), pp.149-159.


Abstract Views: 577

PDF Views: 1




  • Role of Social Media Marketing Strategies on Customer Perception

Abstract Views: 577  |  PDF Views: 1

Authors

Shamsher Singh
Banarsidas Chandiwala Institute of Professional Studies, Sector-11, Dwarka, New Delhi-110075, India

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.

Keywords


Social Media, Customer Perception, Decision Making, Social Media Marketing Strategies, Advertising.

References





DOI: https://doi.org/10.15410/aijm%2F2016%2Fv5i2%2F100695