EXPLORING CONSUMER RESPONSES TO MARKETING IN SOCIAL MEDIA (A STUDY CONDUCTED IN KARACHI, PAKISTAN)

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.