Monica Bhardwaj and Renu Aggarwal
The technology has leveraged innovative modes of socializing, from facebook to twitter, man has become more social than ever before. But is the social media only limited to networking with the friends and reference groups or is there is more to it. This has been a big challenge for marketers to understand this consumer behavior. Since the interactions between people on these media are not only limited to personal chats but also include sharing experiences about purchases, preferences for brands and personal feelings about products. In response to its growing acceptability, popularity and impact the businesses are also turning to social media to market, promote their products and to interact with their customer and understand their changing needs and behavior. The present paper investigates the influence of support taken from social platforms on internet purchasing in India. The implications for the practitioners and researchers are discussed.
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