Focus Group Study on Social Media Phenomena and Consumer Purchase Intention

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Abstract

Social Media Marketing is defined as using the social media platforms to market to customers namely to participate in the conversations wherever they maybe taking place in an authentic, trusted and human manner while achieving your marketing objectives, as well. On the other hand Social Influence Marketing is get benefit from social media and social influencers to achieve the marketing and business objectives of an organization. In fact the game of influence has been changed by the technology. Having a global coverage needs you either to hold a position of satus or an international Corporation. Beside both requires to be comparatively published in respected media and journals. Recently, you need access to a computer and a phone line or wireless connection. The web makes it easier to communicate in one direction and email facilitates mass targeted communication to people you know (or whose names you buy). However influence requires interaction, and the host of emerging social media enable influence to be exerted across a global audience. Social media includes the online technologies and techniques by which people use to share opinions, insights, experiences and perspectives. It takes many different forms, including text, images, audio and video. These sites typically use technologies such as blogs, message boards, podcasts, wikis and vlogs to allow users to interact. Focus group study has been done to find out the condition about influncers and consumers’ purchase intentions.
Original languageEnglish
Title of host publicationInternational Association of Social Science Research
Subtitle of host publicationXIII. European Conference on Social and Behavioral Science
EditorsChristian Ruggiero, Hasan Arslan, Mehmet Ali Icbay
Place of PublicationE-BWN - Bialystok, Poland
PublisherInternational Association of Social Science Research
Pages111
Number of pages116
ISBN (Print)978-83-948896-2-3
Publication statusPublished - 2017

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