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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR TOWARDS AMAZON |
| Authors Name: | MUAZZAM ALI , Dr. ANITA CHOUDHARY , SURAJ KUMAR |
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IJNRD_198849
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| Published Paper Id: | IJNRD2306472 |
| Published In: | Volume 8 Issue 7, July-2023 |
| DOI: | |
| Abstract: | This study investigates the influence of social media marketing on consumer buying behavior towards Amazon. With the rapid growth of social media platforms, businesses have recognized the potential of utilizing these platforms to engage with consumers and promote their products. Amazon, being one of the world's largest online retailers, has embraced social media marketing strategies to enhance its brand image and drive consumer purchasing decisions. The objective of this research is to analyze the effects of social media marketing on consumer behavior, specifically in relation to Amazon. The study employs a mixed-methods approach, combining quantitative data analysis and qualitative insights from consumer surveys and interviews. The quantitative analysis involves collecting and analyzing data on consumer engagement with Amazon's social media marketing campaigns, such as likes, shares, comments, and click-through rates. It also includes examining the correlation between social media exposure and consumer attitudes, perceptions, and purchasing behavior. Additionally, qualitative data is gathered through surveys and interviews to gain in-depth insights into consumer perceptions of Amazon's social media marketing efforts. This qualitative data will be used to explore the motivations, preferences, and decision-making processes of consumers when considering purchases on Amazon. The findings of this research will contribute to both academia and industry. It will provide a comprehensive understanding of how social media marketing impacts consumer buying behavior towards Amazon, shedding light on the effectiveness of various social media strategies employed by the company. This knowledge will assist marketers and businesses in developing more targeted and successful social media campaigns to engage with consumers and influence their purchasing decisions. |
| Keywords: | social media marketing, consumer buying behavior, Amazon, engagement, attitudes, perceptions, qualitative research, quantitative analysis. |
| Cite Article: | "THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR TOWARDS AMAZON", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 7, page no.e618-e627, July-2023, Available :http://www.ijnrd.org/papers/IJNRD2306472.pdf |
| Downloads: | 000118755 |
| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID:IJNRD2306472 Registration ID: 198849 Published In: Volume 8 Issue 7, July-2023 DOI (Digital Object Identifier): Page No: e618-e627 Country: Jaipur, IN-RJ, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2306472 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2306472 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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