KOREASCHOLAR

DO ADVERTISEMENTS ON MULTIPLE SOCIAL MEDIA PLATFORMS LEAD TO POSITIVE CONSUMER RESPONSES IN INDIA?

Rajesh Asrani, Hitesh Ruparel
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271812
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1877-1888
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research was conducted to undertake the impact of advertisements on multiple social media platforms on consumer responses. The study also researches internet and social media consumption habits of consumers of different demographics. The results largely suggest that positive consumer responses in form of better brand engagement, loyalty and recall are associated with organizations that indulge in promoting their products and services on multiple social media.

Keyword
AdvertisementHabits of consumerProductSocial media
Author
  • Rajesh Asrani(N R Institute of Business Management, Gujarat Law Society)
  • Hitesh Ruparel(N R Institute of Business Management, Gujarat Law Society)