IMPACT OF SOCIAL MEDIA MARKETING ON CUSTOMER EQUITY & PURCHASE INTENTION

Abstract

Purpose-The main purpose of this study is to fill the gaps and flaws in the previous researches. Other than that, to know the impact of social media marketing on brand equity, value equity and relationship equity and also to find the impact of all these on purchase intention. Methodology & Design-The design of the research is quantitative and the technique which is used is cross sectional. An online survey was conducted to collect the data and 158 responses were gathered on the basis of which hypothesized, validity and reliability relationships were checked. Findings-All the hypotheses were studied detail and the results showed us that the social media marketing have a positive impact on value equity, brand equity and relationship equity and it was also clearly shown that all the three equities brand equity, value equity and relationship equity also have a positive impact on purchase intention. Limitations -The main issue was the number of people were less who used Khaadi’s social media page to buy any product. Due to this number of responses were less than expected and other problem was the shortage of time due to which the survey couldn t be filled up to the expectations. Though the developed questionnaire was distributed through all the relevant platforms still the main issue was that online purchasing from Khaadi was not done by a lot of people which made them not eligible to fill out the questionnaire. Recommendations-To expand the scope, issues and flaws one should target a well- recognized firm or brand in order to get more and more responses keeping in mind the limitation of time. The issue is that the effect of social media marketing is explored and this study concludes that there is a positive relation between all the constructs. If a company or brand uses the findings of this study to plan their marketing strategies then it will surely attract the customer to buy their product which will increase their profit. Industries should most importantly focus on the value equity and the drivers of value equity in order to make a good profit, social media marketing has helped the industries in every way but the companies aren’t using it in the right way which clearly means that this can be drawback, companies should keep a track of their marketing activities and also they should try to give after sales service in order to gain the trust of the customers. These strategies are very important in order to make a brand successful.