Please use this identifier to cite or link to this item: http://krishikosh.egranth.ac.in/handle/1/5810100733
Authors: Tripathi, Shashank
Advisor: Badugu, Dr. Devaraj
Title: SOCIAL NETWORK MARKETING AND IT’S IMPACT ON CONSUMER PURCHASE INTENTION
Publisher: Department of Joseph School of Business Studies SAM HIGGINBOTTOM INSTITUTE OF AGRICULTURE, TECHNOLOGY AND SCIENCES, NAINI, ALLAHABAD, U.P.-211007
Language: en
Type: Thesis
Pages: 143p.
Agrotags: null
Keywords: Keywords: Social networks Marketing, Brand Preferences , Decision making, Consumer behaviour.
Abstract: Social networks marketing– often called online marketing or digital marketing is essentially any marketing activity that is conducted online through the use of internet technologies. Internet marketing can be simply defined as achieving marketing objectives through applying digital technologies. It is the application of Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives. It comprises not only advertising that is shown on websites, but also other kinds of online activities like email and social networking. Every aspect of internet marketing is digital, meaning that it is electronic information that is transmitted on a computer or similar device, though naturally it can tie in with traditional offline advertising and sales too. Although the relative importance of the internet marketing for an organization still largely depends on the nature of its products and services and the buying behaviour of its target audience, there has been a global dramatic change in media consumption over the last ten years towards digital media which means that the internet is becoming important for all categories More than 20 per cent of Internet users in several countries already buy products and services online (while more than 30 per cent of Indian net users regularly buy online. These developments are gradually transforming ecommerce into a mainstream business activity while at the same time, online consumers are maturing and virtual vendors realize the importance and urgency for a professional and customer-oriented approach. Yet the Internet meltdown at the end of the 1990s and plenty of more recent anecdotal and empirical evidences indicate that many online firms still do not completely understand the needs and behaviours of the online consumer while they sell products online. As in the case of traditional marketing in the past, most of the recent research and debate is focused on the identification and analysis of factors that one way or another can influence or even shape the online consumer’s behaviour a good deal of research effort is focused on modelling the online buying and Decision-making process.
Description: Ph. D. Thesis
Subject: Others
Theme: SOCIAL NETWORK MARKETING AND IT’S IMPACT ON CONSUMER PURCHASE INTENTION
Research Problem: SOCIAL NETWORK MARKETING AND IT’S IMPACT ON CONSUMER PURCHASE INTENTION
These Type: Ph.D
Issue Date: 2019
Appears in Collections:Thesis

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