| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 107 === This study is based on the social media marketing as tool to promote customer purchasing behavior in India. Social media has risen to a great level in India since last few years. According to a survey done by DEI Worldwide in 2008, social media is also used in business world to promote and sale of products (Brown, 2009). Social media marketing has positive effects on business. It offers an opportunity for the public to find business, products, and promote them online (Akar, 2010).
The main motive of the study is to assess and analysis the data on social media behavior and strengthen engagement strategies, Weber (2009) and also analysis the customer feedback on purchase intention and take necessary steps to increase it. Further this paper also study how far social media marketing is successful in Indian market.
To perform this study more scientific quantitative methodology were applying in this study. Quantitative research is connected in this investigation where a lot of respondents’ alternatives cab be gathered. To test the hypotheses as developed from this study, there are five methodological techniques adopted. Descriptive Statistic Analysis, Factor Analysis and Reliability Test, Independent Sample t-test, One-way Analysis of Variance (ANOVA), Multiple Regressions Analysis.
This significance among social media marketing with all variable which has been meaningful things when participate social media marketing. In particular, the finding about the positive contribution on social media marketing. Social networks provide a unique opportunity to survey the relevant community on their products or services wants and needs. 31-40 years old person are most active on social media marketing and social media which most use Facebook.
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