How does social media marketing work and to what extent does it impact purchase intention?

Registration ID: IJNRD_182092

Published ID: IJNRD2207090

DOI: Click Here to Get

Anoushka Khanna

Social media, purchase intention, digital marketing

In the recent evolution of marketing, there has been a huge shift from traditional to digital marketing where now Social Media Marketing (SMM) is taking over. The growth of this form of marketing has been facilitated by the increasing popularity and use of social media platforms and the ability for brands to leverage this to reach larger customer bases in a quicker and potentially less costly manner. Though there are many forms of SMM, one which is particularly interesting to study is influencer marketing. This paper explores the several benefits and drawbacks of social media and influencer marketing by analysing ‘HiSmiles’, a company that has created a name for itself with the help of influencers, namely Kylie Jenner and Connor McGregor; and has grown from a $20,000 company into a $300 million company.

Published Paper   E-Certificate

Anoushka Khanna (July-2022). How does social media marketing work and to what extent does it impact purchase intention? . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 7(7), 738-747. https://ijnrd.org/papers/IJNRD2207090.pdf

Volume 7 Issue 7, July-2022

Pages : 738-747

Paper Reg. ID: IJNRD_182092

Published Paper Id: IJNRD2207090

Downloads: 000121979

Research Area: Social Science and Humanities 

Country: New Delhi, Delhi , India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2207090.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2207090

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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