Users Behavior Towards Social Media a Study in the State of Gujarat

Abstract

Aim: Huge opportunity available for research scholar s to carry out research on topics like factors which drives people towards social media, social media marketing, and implication of social networking sites on purchase decisions, use of social media for marketing, consumerism, academics and other fields. Hence topic was selected with aim to bridge this gap and contribute in this emerging area of research. newlineMaterials and Methods: Data were collected with the help of self administered online questionnaire from the people residing in state of Gujarat. Collected data were further analyzed with the help of several analytical and statistical methods like chi square test, ANOVA test, factorial analysis, cluster analysis and multiple regression techniques. newlineResults and Discussion: 20 30 is the age group which comprises major social media users. Majority of respondents are using social media more than 5 years of time and use to spend on an average 2 to 5 hours per week on social media. Feedback and content sharing, entertainment and socializing and networking are the key motives for using social media. Majority of respondents believes that social media is useful tool for marketing and learning about products and brands and can influence their purchase intentions and word of mouth behavior. newlineConclusions: Constant innovation in technology, improvement in wired and wireless infrastructure, growing demand of smartphones, easy access of internet at cheaper rates are few of the drivers which fuelled the growth of online and social media population. More number of companies should attempt to make their strong presence on different social media platforms to unleash the potential of social media platforms for promoting their brands/products and influencing purchase decisions at relatively lower cost. We are going to observe significant impact of this fast growth change of online and social media on several industries and our daily life in times to come. newline