| Social media has drawn the attention of the entire globe and when it comes to marketing strategies both the organizations and consumers are the integral part of this efficient marketing environment.Social media has a tremendous opportunity that offers to reach the target audience directly.The features that SM carry is considered to be persuasive enough for making two-way interaction possible and hence this aspect is the most important aspect of the marketing mix which has revolutionized the way of communication between organization and individuals.This study was done referencing Age group 18+ and is limited to capital city of India,New Delhi.The study reveals how social media penetration has affected consumer and its purchasing behavior.Also,how effective it was to reach out and communicate with customers.The study shows that SM marketing campaigns has potential to drive customers and hence,pushing capital and effort on this new trend will maximize the impact on human psychology.Considering India to be hub of larger customer base this fact cannot be neglected that the Frequency by which mobile and internet penetration is increasing in India will create a huge opportunity for SMS and social media marketers to explore the new domain.The factors that prove the above statement are most of the Indian population considering rural areas are now exposed to 4G internet services.Standard of living is increasing and continuously people are getting the information of wide varieties of product available around the globe.The changing mindset is related to information seeking that is now fulfilled by many SMS's or e-commerce websites which not only make them aware of product but also all other information related to it till a person end up making a final decision.In order to make this study successful a well drafted questionnaire have been sent to the people around Delhi and a total of 238 responses were collected and analyzed by using Chi-square test to make the relevant findings necessary for this study.The major findings that is the part of this study is that social media has affected the buying behavior and majority of the respondents agree that social media is an effective way of marketing.The marketing communication is being increased and social media has proved to be a promoting tactics and increasing brand awareness.Advertisement was found to be a attracted source to land in to e-webs that has resulted to purchasing decision,reviews and rating are found to be most influencing factor for making purchase decision.Clothing and electronic gadgets are the most preferred choice by maximum respondents.And the frequency of traditional shopping has been declined by the common usage of SM.Looking at the above findings the recommendations that can be made are,video ad's or theme ads are more beneficial rather than textual and image ads and basically all the ads must be associated with the sharable link.SM marketers need to make sure the authenticity of ads.Marketers need to come-up with the idea to engage their user to maximum.Customized and wide varieties of the products have to capture by e-retailers.Regular tracking of other websites is required for being competitive in market.The study is still open with many other future scopes where the same study can be done on different province,on different segments of people,comparative study can be done for different countries.And also,the case studies can be conducted on the social media giants like Facebook,Twitter etc. |
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