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Social Media Marketing - Assignment PDF

   

Added on  2021-04-16

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Social Media Marketing – A Purchase Simulator1Introduction:In the modern world use of electronic media has become an important source of information in our daily life. Technological advancement took its major leap with the advent of 4G in Pakistan [CITATION Val15 \l 1033 ]. Technology development and use of ICT in electronic media makes it more attractive and approachable as well as more influential for everyone[ CITATION Dug15 \l 1033 ]. Pakistan is no exception where we are seeing social media has set its trend in different fields and environments; like politics, education, marketing, business, entertainment, news, and information. With 65% of our population being under 35 years of age and 50% under 22 years of age (Pakistan Bureau of Statistics2021), Pakistan seems to be a perfect growing ground for the rise of social media growth as a platform for marketing and influencing mainly because of young population having access to the internet. Marketing experts believe that due to an exponential growth of the key components such as smart phone users, social media platforms, tele density, internet coverageetc. social media marketing is rapidly taking over the conventional marketing spend with an increase in the size of pie in three years[CITATION Nad20 \l 1033 ]. Today social media is considered as the fastest online tool to reach consumers with the purpose of creating brand awareness, brand image and educate customer about the availability of the products [ CITATION Dey11 \l 1033 ], [ CITATION Kel11 \l 1033 ]. Withconsumers spending more and more time on social media an increasing share of communication happens through social media networks which comprise of online communityin which users with common interest and needs share information [ CITATION Has14 \l 1033 ]. Because of these communication consumers are increasingly transforming from being

passive participants in the marketing to and active creator and influencer of the market[ CITATION Koz10 \l 1033 ]. Social media marketing is further emerging role of consumer in the marketing and more and more companies are recognizing the value of the engaging consumer through socialmedia marketing to involve consumer early on by increasing their trust in the brands, continually reintroducing the product, increase the awareness and image of the brand and enhancing the social component of the product itself by creating the electronic word of mouth; thus shaping and influencing the consumers’ buying intentions [ CITATION Koz10 \l1033 ][ CITATION Mun11 \l 1033 ]. Using this innovative approach of the marketing it is now possible for companies and brands to connect with consumers without any limitation in time, location and means of communication as the social media facilitates a two-way communication instead of the traditional one-way communication[ CITATION Kim12 \l 1033 ]. Jack Ma, who is the founder of the huge Chinese e-commerce firm, Alibaba, has declared that failure to utilize the social network platform as a media to interact with consumers and other business associates or prospects and potentials may lead brands to be excluded from the industry, thereby, losing their position in the market[ CITATION Bar15 \l 1033 ].Despite the importance of the social media marketing and its impact on the various sector of commerce majorityresearch have focused on the impact of social media on education and very few researches have been conducted on the role of social media and its impact on the consumers [ CITATION Naw15 \l 1033 ]. Despite the increase practical importance of the social media and its impact on the consumers purchase intention,[ CITATION Fou09 \l 1033 ] ; [ CITATION Nga15 \l 1033 ]; [ CITATION Des15 \l 1033 ]the aspect of how social media marketing influence customer's purchase intention remains under researched. Given this lack of research, the present study attempts toinvestigate the

role of social media marketing as purchase stimulator by studying the impact of factors such as brand awareness, brand image, customer trust and word of mouth on the purchase intentionof customers in Pakistan.2Literature Review2.1Consumer Purchase IntentionPurchase intention is evolving from the term intention. Consumers’ Purchase intention is regarded as an element of a consumers’ cognitive behavior revealing the way an individual intends to purchase a specific brand [CITATION Hua11 \l 1033 ]. The purchase intention is an integral part of the purchase decision making process whereby the consumer develops a definitive readiness to proceed towards a product or brand [ CITATION Dod91 \l 1033 ];[ CITATION Wel11 \l 1033 ];[ CITATION Wan13 \l 1033 ]).Marketing literature present many studies that focus on the factors that contribute to the effectiveness of online advertisements and affect consumer purchasing intention from the perspective of developing countries [ CITATION Neh13 \l 1033 ][ CITATION Noc11 \l 1033 ][ CITATION Ban12 \l 1033 ]. It is fair to conclude that consumers’ purchase intention can predict what products of brand customer will buy when they do shopping [ CITATION Her06 \l 1033 ]. Moorman ([ CITATION Moo93 \l 1033 ], found that consumer loyal towards a particular products and brands indicates a positive purchase intention and may result in the probability of actual purchase. 2.1.1Effect of Social Media Marketing [ CITATION Saf09 \l 1033 ] define social media as “activities, practices and behavioramong the communities of people who gather online to share information, knowledge, and opinion using conversational media.” Whereas, social media marketing refers to “the utilization of social media technologies, channels, and software to create, communicate,

deliver, and exchange offerings that have value for an organization's stakeholders”[CITATION Tut17 \l 1033 ]. Social media literature finds that social media is a widely adopted marketing medium in today’s world ([ CITATION Kap18 \l 1033 ]. In addition to being a medium for communication with consumers, social media provides an effective marketing medium to employ relationship marketing opportunities for brands to engage and build long term relationships with consumers [ CITATION JuY17 \l 1033 ]; [ CITATION Sha18 \l 1033 ]. In a recent study conducted by Mirabi, Akbariyeh, and Tahmasebifard (2015), it is found that factors such as product quality, brand and advertisement can be the most important factors that contribute to consumer’s purchase intention. Some of the studies have shown that there has been a significant positive relationship between the social media marketing and the consumers’ purchase intentions and have identified social media marketing as one of the antecedent of customer purchase intentions [ CITATION Bil14 \l 1033 ]; [ CITATION Hus17 \l 1033 ];[ CITATION Cha05 \l 1033 ];[CITATION Sah16 \l 1033 ]. As per the social media marketing theory, relationship building with potential customers results in repeated transactions and increased brand loyalty [ CITATION HeW17 \l1033 ]. The social relationship of consumers developed through social media significantly affects the consumers’ perception about the brand (Chahal & Rani, 2017). Recent studies alsoshow that the consistency and quantity of the information about the brand plays an important role in shaping the customers perception about the brand and directly effects the customers’ purchase intentions (Lien et al., 2015). Hence, it can be hypothesized that:H1: Social Media Marketing Mediums have positive significant impact on purchase intention2.2Effect of Brand ImageBrand image refers to the consumers’ mental image of the brand [ CITATION DDo90\l 1033 ]. This includes any meaning that consumer assigns to the specific attributes of the

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