To Assess the Impact of Social Media Marketing on Consumer Perception

Zulqurnain Ali (), Muhammad Aqib Shabbir (), Mashal Rauf () and Abid Hussain ()

International Journal of Academic Research in Accounting, Finance and Management Sciences, 2016, vol. 6, issue 3, 69-77

Abstract: As the fast growing adoption of social media technology, provide the different new ways of marketing a product. Now internet as well as social media has taken the status of backbone of every firm growth and this technology changed the way of doing businesses. It’s essential for every firm to adopt this technology to advertise its products. In this research we assess the impact of social media marketing on consumer perception towards buying a product or making a decision to buy a product. With social media marketing we also assess the impact of promotion marketing and door to door marketing. In this study total 152 questionnaires were distributed among university students and got back response from 145 with 97% of response. The measuring scale used to check the response from students is 5 Likert scales and multiple linear regression analysis applied to check the impact of Social media marketing on consumer perception. The results of this analysis accepted our hypothesis as social media marketing has impact on consumer perception and the ANOVA table result predicts the significant positive relation of social media marketing with consumer perception. So, can say that social media has a measurable impact on consumer perception but Door to door marketing and promotional marketing also has impact on consumer perception.

Keywords: Social media marketing; consumer perception; door to door marketing; promotional marketing (search for similar items in EconPapers)
Date: 2016
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