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Social Media Ambiance Can Make Strong Message for Consumer Brand Purchase Behavior

Author

Listed:
  • Gursimranjit Singh

    (IK Gujral Punjab Technical University, Kapurthala, Jalandhar, India)

  • Maninder Singh

    (Department of Management Studies, Amritsar College of Engineering and Technology, Amritsar, India)

Abstract

The advent of the internet has revolutionized the business environment as social media is becoming an ingrained aspect of every sphere of life whether we talk of political campaigns, defense strategies, brand management and even intra company communication; social media is all pervasive. With the sophisticated technology available the usage of social media has increased. In line with the current trends, this article examines how social media as a platform for marketing communication can make a strong case for consumer brand purchase behavior. Based on the existing literature, the article proposes a chain of hypothesis examining the relationship between the various constructs and their impact on the consumer-brand metrics. The study has far-ranging consequences for both academicians and strategic brand retailers by delineating the various factors that influence the integration of consumer-brand metrics with social media.

Suggested Citation

  • Gursimranjit Singh & Maninder Singh, 2018. "Social Media Ambiance Can Make Strong Message for Consumer Brand Purchase Behavior," International Journal of Online Marketing (IJOM), IGI Global, vol. 8(4), pages 38-48, October.
    • Handle: RePEc:igg:jom000:v:8:y:2018:i:4:p:38-48
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2018100103
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    Cited by:

    1. Novkovska, Blagica & Dumicic, Ksenija, 2019. "Ordering Goods And Services Online In South East European Countries: Comparison By Cluster Analysis," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 10(2), pages 163-173.

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