THE IMPACT OF SOCIAL MEDIA MARKETING SALES PROMOTION AND ELECTRONIC WORD OF MOUTH ON CUSTOMER PURCHASE INTENTION

Abstract

Purpose- The purpose of this study is to figure out the impact of social media marketing, promotion, electronic word of mouth on the consumer purchase intentions. The impact of social media cannot be ignored and the growing number of users is creating a big market for individual business to target potential customer/prospects. The study is based on a questionnaire distributed among 304 respondents to validate the connection between the independent variables and positive attitudes and the purchase intentions. Methodology/sample-A quantitative study revolving around the variables social media marketing, promotion and electronic word of mouth that also derive the hypothesis. A framework is developed with a self-administered questionnaire used to record the responses of 304 respondent’s mostly from universities disbursed through Google forms to check the impact on purchase intentions. The information was deciphered utilizing through scientific devices like SPSS. Findings-The findings show a positive relationship between the three variables and validates the established hypothesis and the framework formed. Limitations- The study is limited to the three dimensions of the mentioned factors along with the methodology of evaluation, context ofthe culture and orientation ofthe respondents. Recommendations- This research’s primary resolution was to come across all the variables that may increase or decrease intent toward an appreciated customer's buying behavior. There are multiple significant and positive relations or scopes that may influence an individual's shopping online. Ground-breaking and innovative strategy, ads done through social media marketing, and value proposition and risks associated with the product related to online purchase intentions directly have emotional impact on customers' purchasing intention. So, the marketers have a important opening to capture the marketplace completely and make a reasonable edge. In this study, it is being examined that young generation are more motivated to buy products online that have good existence on the internet. So, current sellers can frame their ads in accordance to this individual's attention, and they will more likely to be influenced through their social circle and community