1. Analysis of social media marketing on consumer involvement.
- Author
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Solanki, Jay, Prabhu, Sandeep, Issa, Saif, and Al-Muttar, Mohammed Yousif Oudah
- Subjects
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SOCIAL media in marketing , *SOCIAL media , *USER-generated content , *CONSUMERS , *CUSTOMER loyalty , *FACTOR analysis - Abstract
The fundamental purpose of the study is to measure the effect of social media marketing on consumer involvement. Many organizations invest a massive amount of money in social media marketing, thus measuring the effect remains a challenge for most organizations. However, social media sites facilitate active communication between organizations and users. Therefore, the need arises to find out the factors, which is impact on consumer involvement. The method used for the data collection is through the questionnaires distributed to the particular sample size of around 150 to 200 people randomly. The analysis will be performed on SPSS using different techniques such as factor analysis to examine the relationship between variables used in the study. Based on the factors used in our study, there are several factors that have a significant impact on consumer involvement. The campaign used by organizations boosted consumer engagement and helped them to improve their sales and revenue. The findings revealed that content, media, and posts posted on a brand page of an organization had a substantial influence on consumer involvement. It also stated that the more the impact of social media marketing, the greater the level of consumer involvement. The research provides valuable insight into real-time consumer feedback facilitated by social media, enabled the understanding needs of the consumer and, improve consumer loyalty. [ABSTRACT FROM AUTHOR]
- Published
- 2023
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