Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

Registration ID: IJNRD_219132

Published ID: IJNRDTH00145

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KRITI TALESARA , MR. ARPAN SINHA

This study investigates the critical function of social media marketing in influencing client behavior in today's digital age. The study's goal is to explore how social media marketing activities influence client intentions, particularly in the fast-paced digital context. The study aims to clarify how different social media marketing methods affect customer intentions and offer light on the dynamics of consumer-brand interactions online by reviewing a large body of material. The study takes a mixed-methodologies approach, including both qualitative and quantitative research methods. The qualitative section comprises in-depth interviews with marketing professionals and social media users to acquire a better understanding of the factors that drive customer behavior in response to social media marketing. Simultaneously, the quantitative component includes a standardized survey questionnaire distributed to a diverse set of social media users. The purpose is to assess the relationship between various social media marketing methods and client intentions. The survey contains several well-crafted questions designed to assess respondents' perspectives, attitudes, and actions about social media marketing activities and their impact on purchasing intentions, brand loyalty, and engagement. The questions may cover subjects such as social media usage frequency, preferred platforms, content genres, views of brand authenticity, trust, and credibility, and the impact of user-generated content and social endorsements on purchasing decisions. The study attempts to provide a comprehensive knowledge of how social media marketing operations impact customer intentions in today's digital age by combining insights from both qualitative interviews and quantitative survey data. The study's findings are expected to increase theoretical understanding of digital marketing while also providing practical insights for marketers seeking to interact and influence their target audience through social media.

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KRITI TALESARA & MR. ARPAN SINHA (May-2024). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(5), 403-457. https://ijnrd.org/papers/IJNRDTH00145.pdf

Volume 9 Issue 5, May-2024

Pages : 403-457

Paper Reg. ID: IJNRD_219132

Published Paper Id: IJNRDTH00145

Research Area: Management

Author Type: Indian Author

Country: delhi , delhi , India

Published Paper PDF: https://ijnrd.org/papers/IJNRDTH00145.pdf

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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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