THE EFFECT OF SOCIAL MEDIA ON MARKETING STRATEGY: A CASE STUDY OF WECHAT AND TENCENT QQ

Bobita Mohajan and Nsengiyera Daniel
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Bobita Mohajan: School of Public Affairs, University of Science and Technology of China, (USTC) Hefei, 230026, Anhui, China
Nsengiyera Daniel: School of Public Affairs, University of Science and Technology of China, (USTC) Hefei, 230026, Anhui, China

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Abstract: This paper examines the effect of social media on the marketing strategy. This survey was conducted with a total of 720 respondents who used social media in their daily life. Multiple linear regression equation was used for the testing hypothesis of this paper. Descriptive research design has been used where total 32 questions were circulated among people through questionnaire. The IBM statistics SPSS 21 used to perform statistical analysis. The research finds that target audience, awareness, communication with clients, unique advantages, activities have a significant positive effect on social media. The research found a moderate positive correlation between AW and AC and CC i.e. 0.689 and 0.695 respectively. There is a moderate positive correlation between UA and CC i.e. 0.598 and 0.597 respectively. There is a weak correlation between AC and T.A which is 0.453 and 0.486.

Date: 2018-10-31
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Published in Journal of Global Economics, Management and Business Research, 2018, 10 (3), pp.147-157

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05319019

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