


Volume 20 No 20 (2022)
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CONSUMER ATTITUDE TOWARDS SOCIAL MEDIAMARKETING
K.SHAJITHA, Dr.P.JESINTHA
Abstract
Internet and especially social media have changed the world into virtual mode. Social media provide a
virtual space for consumers to communicate to the people across the world which also ends in
consumer socialization.Social media has covered up with lots of advantages as it helps to communicate
with people, connects consumers and 1
businesses, develop a relationship and foster their relationship at
low cost. Even though social media was considered as a most powerful business medium, yet there is a
lack of understanding that how consumers perceive social media marketing messages. Consumers’
attitude towards social media marketing is considered as an important predictor of their behavioral
response towards anything in accordance with the extent of favors or disfavor. Most of the factors playa
significant role in influencing attitude of consumers towards social media marketing. The purpose of this
study was to examine the factors determining consumers’ attitude towards social media marketing and
also the impact of social media marketing on online purchases of consumers. Survey questionnaire were
used to collect data from nearly 550 respondents.The results of the study show thata demographic
factor such as marital status and occupation creates a greater impact among consumers towards social
media marketing. Based on consumer’s attitude towards social media marketing, they always try to
keep up with new fashion, and get attracted towards various offers which make them elated and
comfortable.
Keywords
Social media, Marketing, Consumer, Attitude, Socialization
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