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The research work is about online social media marketing and customer purchase intention. Marketing had much importance. Advertiser companies prefer social media. It is considered an important variable in global business. Findings show that there is a positive relationship between social media marketing and customer purchase intention.
Chapter 1:
1.1 Introduction of Project
This study deals with the impact of Social Media Marketing on Customers purchase intention of Qarshi Refreshing Syrups. It will check social media marketing and customer purchase intention. There are two variables. Social media marketing is an independent variable while customer purchase intention is the dependent variable. This study will check the relationship between these two variables in the case of Qarshi products.
With the advent of the Internet, social media marketing has got much attention. Now the old and traditional way of advertising has changed. Traditional methods of marketing like TV, Radio, Print Media, etc have lost their importance. People are more involved in social media more time due to the increase in usage of the Internet.
Customer purchase intention can be defined as the preference of consumers to buy the product or service. The evidence shows that the consumer does not purchase the product on the first advertisement or after evaluation. There are many factors that affect the consumers intention or decision of the customer to purchase the product. It is observed that decision depends on large external factors and consumers intentions (Mohr, L. A., & Webb, 2005).
Social media marketing and customer purchase intention have a great relationship. In social media marketing, users share reviews with their friends and relatives by the use of mobile applications. Hence, social media marketing never stops. It causes to develop the purchasing intention to users. As a result of this spreading message, It covers a vast area but is not limited to one person (Yan and Zhou, 2011)
1.2 Background of the Project
There are two variables in this study. Social media marketing and customer purchase intention.
Now the internet is making progress. value of customers and retailers is increased by using social media marketing. Social media marketing has appeared as a new tool. It is one of the important tools of digital marketing. There are many things that come to our mind are Facebook, Twitter, Instagram and similar social networks that are used online and virtual platforms like websites. (Armstrong, G., Kotler, P., Harker, M., & Brennan, 2015). )
Social media has a great role to change customer purchase intention. Internet technologies has changed the way of communication in both personal and professional life. It has also affected the purchase intention of the customers (Mahalaxmi, K. R., &Ranjith, 2016)
There is much influence of social media marketing with the consumer intention to purchase. The influence of social media marketing on the intentions of the consumer towards the brand and the product is very strong. There is a good relationship of social media marketing and customer purchase intention. (Makinean, 2013)
Purchase intention shows that there is the promise of the customer to himself/herself. The customer will be busy same product again. It is the measurement of customer retention for the same product( Halim & Hameed, 2014)
1.3 Objectives of the Project
To determine the impact of social media marketing on customer purchase intention of Qarshi Refreshing syrups.
1.4 Significance
This research work can provide many outcomes. This research work can help to readers/companies in social media marketing. They will be able to understand from the research how time changes customers’ mindset against social media marketing. This study will help to make a new marketing policy for promoting the products. It will also increase the purchase intention of the company’s customers. This research work will provide knowledge about the marketing strategies of the companies. It will help in the enhancement of their businesses. This research work will help to identify the advantages as well as disadvantages of social media marketing. Readers can understand social media’s importance easily.
Chapter No 2:
Literature Review
Good knowledge of the quality and quantity of information on online sites is essential for the sale of the products. Purchase intention depicts the marketer what the consumer wants to buy. The intention is the buyers forecast for any company (SHANSI, H. 2008).
Social media marketing has now become the most usable and fast method in terms of marketing and advertising as it has transformed the ways of advertising. New opportunities for the brand’s retailer and brands are created by it (Yousif, 2012)
- Theoretical Frame Work
- Independent Variable Dependent Variable
Hypotheses:
- H1: There is a positive and significant impact of social media marketing on consumers purchase intention of Qarshi Refreshing Syrups.
- H0: There is no positive or significant impact of social media marketing on consumers purchase intention of Qarshi Refreshing Syrups.
Chapter No 3:
Research Methodology
3.1 Type of Research
The research type was quantitative. Questionnaires were used to collect the data from the population selected.
3.2 Data Collection Sources:
- A) Primary sources:
A primary source is the user’s Qarshi Refreshing syrups through Social Media.
- B) Secondary sources
A secondary source is the internet, web, previous research, and previous reports.
3.3 Data Collection Tools/Instruments
Questionnaires were used as a data collection tool.
3.4 Subjects/Participants:
- The population was the age of 20 to 40 years old.
- Both males and females.
3.4.1 Sample Size:
The sample size comprised of 100 customers.
3.4.2 Sampling Technique:
A convenience sampling technique was used.
3.5 Fieldwork/Data Collection:
Data was collected by field study.
Data Quality Assurance:
- Questions were asked about the use of Social Media through questionnaires.
- Self-created data was entered.
- Rechecking and proofreading was checked.
3.6 Data Processing and Analysis:
Simple linear regression was used for data processing, analysis, and interpretation.
Chapter no 4
Regression analysis
- Model Summary
Model R R Square Adjusted R Square Std. The error of the Estimate
- 1 .950a .903 .902 8.15212
- a. Predictors: (Constant), SM
This table provides the R and R2 values. The R-value represents the simple correlation and is 0.950 (the ‘R’ Column), which indicates a high degree of correlation. The R2 value (the ‘R Square’ column) indicates how much of the total variation in the dependent variable, customer purchase intention, can be explained by the independent variable, social media marketing. In this case, 90.3% can be explained, which is very large.
4.1) Summary
With the advent of the Internet, social media marketing has got much attention. Now the old and traditional way of advertising has changed. Traditional methods of marketing like TV, Radio, Print Media, etc have lost their importance. People are more involved in social media more time due to the increase in usage of the Internet.
Regression analysis shows that there is a positive association between social media marketing and customer purchase intention.
Chapter no 5
Conclusion, Recommendation & Limitation
Conclusion:
The purpose of this research was to explain when, why, and how social media marketing has an impact on consumer purchase intention of Qarshis refreshing syrup. Research questions were narrated to narrow down the objective of the study and to help the researcher to identify the explanations of the issue. We collect the data from surveys by using a questionnaire tool. The result shows that there is a positive relationship between SMM and CPI hence hypothesis 1 (H1): There is a positive and significant impact of social media marketing on consumers purchase intention of Qarshi Refreshing Syrups. Has been proved. As the firms increase their spending on marketing on social media. The profitability of the firms was also enhanced. It provides benefits to the firms in the long run by increasing sales and profits. SMM assists firms to gain a competitive edge and enhance their profitability of companies. The result shows the positive relationship between social media marketing and customer purchase intention.
Recommendation:
- This research was not related to other social media tools like Imo, and Pinterest. Yahoo, google plus, Twitter, Instagram, etc
- The researcher recommends future research to investigate various online media for their effectiveness in promoting the existence of e-commerce or other types of online business.
- The evaluation of this research can be linked to consumers purchase decision-making based on their purchase intention.
- With more comprehensive research, future research can expand to other research objects (other than e-commerce) and apply models to local startup business performance in developing countries.
Limitation:
There was limited time, limited money, and limited sample size.
References
- Armstrong, A. (1997). [BOOK REVIEW] Net gain, expanding markets through virtual communities. Economist, 343, supp-11.
- Weber, L. 2009. Marketing to the Social Web: How digital customer communities build your business. John Wiley and Sons.
- http://no1pdf.com/aims-and-objectives-of-the-project-on-Social Media
- http://shodhganga.inflibnet.ac.in/bitstream/10603/10144/9/09_chapter%201.pdf
- http://www.studymode.com/subjects/objectives-of-Social Media-page1.html
- https://cashcofinancial.com/2016/01/the-history-of-Social Media/
- https://s3.amazonaws.com/academia.edu.documents/50672704/The_Impact_of_Social_Media_Marketing_on_20161202-26122
- https://www.slideshare.net/pagalahaha/43888714-plasticmoneyfullproject
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