Social Media Ambiance Can Make Strong Message for Consumer Brand Purchase Behavior

Gursimranjit Singh and Maninder Singh
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Gursimranjit Singh: IK Gujral Punjab Technical University, Kapurthala, Jalandhar, India
Maninder Singh: Department of Management Studies, Amritsar College of Engineering and Technology, Amritsar, India

International Journal of Online Marketing (IJOM), 2018, vol. 8, issue 4, 38-48

Abstract: The advent of the internet has revolutionized the business environment as social media is becoming an ingrained aspect of every sphere of life whether we talk of political campaigns, defense strategies, brand management and even intra company communication; social media is all pervasive. With the sophisticated technology available the usage of social media has increased. In line with the current trends, this article examines how social media as a platform for marketing communication can make a strong case for consumer brand purchase behavior. Based on the existing literature, the article proposes a chain of hypothesis examining the relationship between the various constructs and their impact on the consumer-brand metrics. The study has far-ranging consequences for both academicians and strategic brand retailers by delineating the various factors that influence the integration of consumer-brand metrics with social media.

Date: 2018
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