THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR TOWARDS AMAZON

Registration ID: IJNRD_198849

Published ID: IJNRD2306472

DOI: Click Here to Get

MUAZZAM ALI , Dr. ANITA CHOUDHARY , SURAJ KUMAR

social media marketing, consumer buying behavior, Amazon, engagement, attitudes, perceptions, qualitative research, quantitative analysis.

This study investigates the influence of social media marketing on consumer buying behavior towards Amazon. With the rapid growth of social media platforms, businesses have recognized the potential of utilizing these platforms to engage with consumers and promote their products. Amazon, being one of the world's largest online retailers, has embraced social media marketing strategies to enhance its brand image and drive consumer purchasing decisions. The objective of this research is to analyze the effects of social media marketing on consumer behavior, specifically in relation to Amazon. The study employs a mixed-methods approach, combining quantitative data analysis and qualitative insights from consumer surveys and interviews. The quantitative analysis involves collecting and analyzing data on consumer engagement with Amazon's social media marketing campaigns, such as likes, shares, comments, and click-through rates. It also includes examining the correlation between social media exposure and consumer attitudes, perceptions, and purchasing behavior. Additionally, qualitative data is gathered through surveys and interviews to gain in-depth insights into consumer perceptions of Amazon's social media marketing efforts. This qualitative data will be used to explore the motivations, preferences, and decision-making processes of consumers when considering purchases on Amazon. The findings of this research will contribute to both academia and industry. It will provide a comprehensive understanding of how social media marketing impacts consumer buying behavior towards Amazon, shedding light on the effectiveness of various social media strategies employed by the company. This knowledge will assist marketers and businesses in developing more targeted and successful social media campaigns to engage with consumers and influence their purchasing decisions.

Published Paper   E-Certificate

MUAZZAM ALI, Dr. ANITA CHOUDHARY, & SURAJ KUMAR (July-2023). THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR TOWARDS AMAZON. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(7), e618-e627. https://ijnrd.org/papers/IJNRD2306472.pdf

Volume 8 Issue 7, July-2023

Pages : e618-e627

Paper Reg. ID: IJNRD_198849

Published Paper Id: IJNRD2306472

Downloads: 000122003

Research Area: Management

Country: Jaipur, IN-RJ, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2306472.pdf

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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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