Social marketing sites impact on consumer brand choice behavior

Social media is a powerful tool in hands of business organizations. In modern era, online users view social marketing sites with new perspective. It has completely changed the way of communication between markets & consumers. On the basis of social marketing sites, an aware consumer takes all necessary steps to get information about products or services available on websites before giving any purchase order. The consumer has power to criticize if he finds any fault with these sites. Based on size or availability of products, most of the business marketing organizations use many marketing techniques in order to respond to the demand of an increasingly large customer pool. In this way these organizations strengthen the relationship among their potential consumers who constantly use these sites. Social media enables consumer to enquire about different brands by increasing information sharing. Today business organizations make huge expenditure to know about consumer knowledge about value of their brands, their brand attitude, brand purchase perception or habits. The aim behind is to build awareness among them which directly affects consumer's purchasing decisions for which companies take marketing action initiatives to maintain an active profile of their social marketing sites such as by creating pages for various purposes like advertisement of products, consumers’ feedback, to check their comments and reviews, to solve their queries. Continuous review of consumers’ comments, to answer their queries, to show gratitude for their precious and valuable comments create better and positive image in the minds of consumers. It can greatly affect the consumer perception about brands and their buying process and buying habits. The basic objective of this paper is to describe the social marketing sites impact on consumer brand choice behaviour as understanding of such behaviour can help to gain acceptance in the minds of the consumers by giving an idea that these sites really care about them as their valuable consumers.