A Study on Consumer’s Behaviour towards Social Media Marketing with special reference to Chickballapur District

Authors

  • Sabiha Banu Student - 4th Semester, Dept of MBA, Nagarjuna College of Engineering and Technology, Visvesvaraya Technological University, Bangalore-562164
  • Saniya Firdose Student - 4th Semester, Dept of MBA, Nagarjuna College of Engineering and Technology, Visvesvaraya Technological University, Bangalore-562164
  • Dr Lokesh G R Research Supervisor & Associate Professor, Department of MBA, Nagarjuna College of Engineering and Technology, Visvesvaraya Technological University, Bangalore-562164 https://orcid.org/0000-0002-3256-7533

DOI:

https://doi.org/10.53983/ijmds.v13n6.004

Keywords:

Social-Media Marketing, Consumer Behavior, Consumer Perceptions, Platform, Digital Transformation

Abstract

The current buzzword “social media” has brought about changes in the way traditional marketing activities are being carried out. It has not only brought about a revolution; it has changed the way marketers get involved with their consumers through innovative strategies. Through this paper, the authors aim to study the phenomenon of consumer behaviour in relation to social media marketing, and investigate the several possibilities social media channels have a bearing on the decision-making of the consumer and subsequently brand engagement. Digital transformation and its applications have ensured that social media has become the “default platform” for employing strategies for a target market and allowing companies to find innovative ways to reach their respective audiences. The authors examine the impact of social media through several platforms, focusing on how it influences consumer perceptions, interactions, and engagement. The pivotal role of content quality alongside personalization to ensure consumer engagement is highlighted. This study aims to educate marketers on optimizing their social media strategies to enhance brand loyalty and superior consumer relationships. By providing insights to pundits of digital marketing, this study strives to advance our understanding, facilitating easier exploration of the social media domain.

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Author Biographies

Sabiha Banu, Student - 4th Semester, Dept of MBA, Nagarjuna College of Engineering and Technology, Visvesvaraya Technological University, Bangalore-562164

Sabiha Banu received her Bachelor of Science from Bangalore North University, Kolar, Karnataka, India. And pursuing her 4th semester, MBA in Nagarjuna College of Engineering and Technology (An Autonomous Institution under Vishvesvaraya Technical University).

Saniya Firdose, Student - 4th Semester, Dept of MBA, Nagarjuna College of Engineering and Technology, Visvesvaraya Technological University, Bangalore-562164

Saniya Firdose received her Bachelor of Science from Bangalore North University, Kolar, Karnataka, India. And pursuing her 4th semester, MBA in Nagarjuna College of Engineering and Technology (An Autonomous Institution under Vishvesvaraya Technical University)

Dr Lokesh G R, Research Supervisor & Associate Professor, Department of MBA, Nagarjuna College of Engineering and Technology, Visvesvaraya Technological University, Bangalore-562164

Dr Lokesh G R received his Bachelor of Science in Physics, Chemistry & Maths from Bangalore University, Bangalore, Karnataka, India, Master of Business Administration in HR & Marketing from Bangalore University, Bangalore, Karnataka, India. He obtained his Ph.D. Degree in Single disciplinary in Management from Bharathiar University (State University), Coimbatore, Tamil Nadu, India. He has also Cleared (NET) National Eligibility Test conducted by UGC in December 2012. He is currently working as Research Supervisor and Associate Professor, Department of MBA, Nagarjuna College of Engineering & Technology (An Autonomous Institution under Visvesvaraya Technological University). He is also a member of the Board of Studies, and Board of Examiners, Department of MBA, Nagarjuna College of Engineering & Technology and he his papers published in Scopus, Web of Science, UGC care journals and in peer reviewed journals.

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Published

30-06-2024

How to Cite

Banu, S., S. Firdose, and G. R. Lokesh. “A Study on Consumer’s Behaviour towards Social Media Marketing With Special Reference to Chickballapur District”. International Journal of Management and Development Studies, vol. 13, no. 6, June 2024, pp. 35-50, doi:10.53983/ijmds.v13n6.004.

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