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IDENTIFYING FACTORS AFFECTING SOCIAL MEDIA MARKETING
Social media users today have become active producers of information but how sharing brand-related information affects the attitude of other users is an important and unexplored path. Narayan et al. (2011) mentioned that User’s attitude towards the brand is shaped not just by the attributes of the products but also the preferences of other consumers, such as peers. Zhu et al. (2012), through their study concluded, user’s opinions significantly sway other user’s own choices or are likely to reverse their attitudes. Dawson et al. (1990) have supported that delivering experiences that are pleasurable and relevant will linger in the memory and influence the user’s attitudes and purchase intentions. Although previous studies researched the attitude of the users towards social media advertising, the effect of social media advertising on the user’s attitude towards the brand is yet to be examined. By applying the Uses & Gratification theory, stimulus-Organism-Response theory and the Theory of Reasoned Action, this study aims at evaluating the effects of information sharing, peer pressure, entertainment and emotional connection in a social media setting on the user’s attitude toward a brand present in social media thereby influencing their purchase intentions from the brand. An online survey was developed using items adopted from previous study and administered to college students, who are regular users of social media, such as Facebook, Twitter, and YouTube. Of 271 valid responses, 21% were males and 79% were females. Multiple regression analyses results supported all hypotheses. The results are consistent with the previous research, confirming user’s choice of media is influenced by their information seeking, entertainment and status needs (Tan, 198). Marketing via social media may offer content that have specific relevance or may offer entertainment for users (Chi, 2011) and may result in the establishment of an emotional connection with the brand. The more frequently brands interact with the users/fans/followers, the stronger will be the emotional connection which will affect the user’s purchase intentions from the brand. MaKenzie, Lutz & Belch (1986) in their study supported that the marketing patterns can influence the attitude of the users towards the brands which in turn affects the purchase intentions from the brand. The findings of this study confirmed that social media is a very important marketing tool. The marketers needs to ensure that they a) have a presence and social media, b) devise effective online marketing strategies and c) employ dedicated social media staff to continually interact, entertain and engage the users.
