Anil K. Bhatt, Zoha Hussain
Advertising is a means of communication with the users of a product or service. We live in an age of publicity where different methods and medium of advertisement are conducted by the companies to attract the responses of the consumers. Out of these methods social media is emerging as a powerful tool. It is the Next Generation of Business Engagement deconstructs the tools and techniques, showing how to apply social technology to business. The marketing form like social media marketing help the consumer’s attitude and turn the shift in their purchase intention and whether or not the consumers built their attitude with the aid of social media is the concern of this research. For this purpose the data of 265 consumers of Rajasthan were gathered and analysed with the help of structured questionnaire and multiple regression method by SPSS-19 software. The results of the study revealed that four variables i.e., Pur_Dec_12, Pur_Dec_1, Pur_Dec_6 and Pur_Dec_7 explained that Social Media advertising’s helps in purchase decision.
Social Media Marketing