Abstract:
Purpose
The aim of this study is to study the responses of consumers to social media marketing.
Where the research questions are: What is the effectiveness of marketing in social media
in comparison to traditional media? And do brand pages on social media impact the
consumer brand perception?
Methodology/sample
This is a quantitative research where the researcher aims to gather the data via self-
administered questionnaires with the aim to study the responses of consumers to social
media marketing. The sample size chosen for this study is 300, the sampling technique
will be convenience sampling where the respondents will be selected on the convenience
of the researcher. Data is analyzed by means of inferential and descriptive analysis.
Findings
The regression and correlation analysis has concluded that social media has more impact
on the consumer response as compared to the traditional media and brands pages on the
social media sites have high impact on the consumer brand perception.
Practical Implication
This research will help the marketers to devise strategies that will help shape their brand
perception.
