Effectiveness of Cloud Technologies in Social Media Marketing and its Impact on Customer Buying Behaviour

Pratiksha Subramaniyan () and Kavitha Muthuraman ()
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Pratiksha Subramaniyan: Department of Commerce, VISTAS Pallavaram, Chennai, India
Kavitha Muthuraman: Department of Commerce, VISTAS, Pallavaram, Chennai, India

Virtual Economics, 2023, vol. 6, issue 4, 60-72

Abstract: The study addresses the broad question of how cloud computing is reshaping data management and marketing practices. It aims to understand the transformative impact of cloud technology on social media marketing and its influence on customer behaviour and decision-making processes. Specifically, the research seeks to analyse the effectiveness of cloud-based strategies in enhancing customer perceptions and preferences. The study explores the scalability, efficiency, and global accessibility benefits of cloud computing in marketing, with the overarching goal of providing practical insights for businesses navigating the evolving digital landscape. The research sets hypotheses to investigate systematically the relationships between cloud-based social media marketing and various aspects of consumer engagement. Data is collected cross-sectionally in this quantitative study. A systematic consumer survey and secondary source analysis for cloud-based social media marketing context and trends are used. The core survey data is analysed using frequency distribution, ANOVA, and one-sample t-test to determine customer opinions and preferences for cloud-based social media marketing. The study reveals that cloud-based social media marketing significantly impacts customer buying behaviour, with the frequency of social media activity influencing its perceived effectiveness. Additionally, variations in effectiveness are observed based on demographic factors, emphasizing the need for tailored strategies in this dynamic digital landscape. The study leads to the conclusion that cloud-based social media marketing has a substantial impact on the behaviour of customers, which in turn influences their decisions to make purchases. To maximize the efficiency of marketing efforts in a digital world that is always changing, it emphasises the significance of ongoing involvement and the development of individualized tactics.

Keywords: cloud technologies; social media marketing; customer buying behaviour; digital marketing. (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aid:journl:v:6:y:2023:i:4:p:60-72

DOI: 10.34021/ve.2023.06.04(4)

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