Seybold Report ISSN: 1533-9211
Dr. Lokesh Jindal
Vol 18, No 1 ( 2023 ) | Licensing: CC 4.0 | Pg no: 317-333 | Published on: 31-01-2023
Abstract
This research paper investigates the impact of social media marketing on customer behavior in the Indian context. A cross-sectional survey was conducted, and data from 500 participants who have engaged with social media marketing campaigns were analysed using the Statistical Package for the Social Sciences (SPSS). The study explores participants' perceptions of social media marketing strategies, including content creation, influencer marketing, and customer engagement activities. It examines their influence on customer behavior, specifically in terms of purchasing behavior, brand loyalty, and word-of-mouth recommendations. The findings reveal a significant positive correlation between social media marketing strategies and customer behavior, indicating that businesses can expect favourable responses as they invest in these marketing approaches. Regression analysis identifies content creation, influencer marketing, customer engagement, and brand loyalty as significant predictors of participants' purchasing decisions. Moreover, the study highlights variations in brand loyalty among different age groups, with younger participants exhibiting higher brand loyalty. The results underscore the importance of tailored social media marketing strategies to engage customers effectively and drive positive consumer behavior. By aligning marketing efforts with customer preferences, businesses can enhance brand loyalty and cultivate word-of-mouth recommendations, leading to increased customer retention and acquisition.
Keywords:
Social media marketing, customer behavior, purchasing behavior, brand loyalty, word-of-mouth, Indian context, cross-sectional survey, Statistical Package for the Social Sciences (SPSS), content creation, influencer marketing, customer engagement, age groups.