Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

Registration ID: IJNRD_217308

Published ID: IJNRDTH00136

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vaibhav gupta

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In today's digital age, the influence of social media on consumer behaviour is undeniable. This study investigates the impact of social media marketing activities on shaping customer intentions, particularly within the context of a rapidly evolving digital landscape. Through a comprehensive review of relevant literature, this research aims to elucidate the mechanisms through which social media marketing strategies influence consumer intentions, offering insights into the dynamics of consumer-brand interactions in the digital sphere. Employing a mixed-method approach, this study utilizes both qualitative and quantitative methodologies to gather data. The qualitative component involves in-depth interviews with marketing professionals and social media users to gain a nuanced understanding of the factors influencing customer intentions in response to social media marketing activities. Concurrently, the quantitative aspect involves a structured survey questionnaire administered to a diverse sample of social media users, aimed at quantifying the relationships between various social media marketing strategies and customer intentions. The survey questionnaire method includes a series of carefully crafted questions designed to assess respondents' perceptions, attitudes, and behaviours concerning social media marketing activities and their impact on purchase intentions, brand loyalty, and engagement. Questions may cover aspects such as frequency of social media usage, preferred platforms, types of content consumed, perceptions of brand authenticity, trustworthiness, and credibility, as well as the influence of user-generated content and social endorsements on purchase decisions. By synthesizing insights from both qualitative interviews and quantitative survey data, this study seeks to provide a comprehensive understanding of the role of social media marketing activities in shaping consumer intentions in the contemporary digital era. The findings of this research are expected to contribute to theoretical advancements in the field of digital marketing and offer practical implications for marketers seeking to leverage social media effectively to engage and influence their target audience.

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vaibhav gupta (April-2024). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(4), 1-48. https://ijnrd.org/papers/IJNRDTH00136.pdf

Volume 9 Issue 4, April-2024

Pages : 1-48

Paper Reg. ID: IJNRD_217308

Published Paper Id: IJNRDTH00136

Research Area: Management

Author Type: Indian Author

Country: ghaziabad, uttar pradesh, India

Published Paper PDF: https://ijnrd.org/papers/IJNRDTH00136.pdf

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