Customers’ Behaviour Towards Social Media Marketing: An Empirical Study

Over the last few decades, the marketing is confronted with a number of issues for effective campaigning product and services. India is emerging as one of the few countries in the world, with a better than global average rate of growth in the social network. The different modes of communication were used to influence the customer toward the product and services offered by marketers. The social Network marketing and communications has emerged as one of the emerging field of study. The digital revolution has given pace for social network to grow exponentially and Marketers use of this medium in attracting customer and reaching the message of product to customers and promoting their products and services by influencing them and manipulating their behaviour towards their offers. The present research work focus on analysing perception of customers towards social media marketing practices and different factors of social media marketing and their role in influencing customer in favour of purchase of products. In a survey of 143 respondents it was found that majority of the respondents have given importance to Social media is creating strong desire for the product. Study suggests that mmarketers can use these medium for effective positioning of their product and services in the mind of customer