Please use this identifier to cite or link to this item: http://hdl.handle.net/10603/342463
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dc.coverage.spatialMarketing Management
dc.date.accessioned2021-09-29T09:36:16Z-
dc.date.available2021-09-29T09:36:16Z-
dc.identifier.urihttp://hdl.handle.net/10603/342463-
dc.description.abstractIn recent scenario contemporary organizations are confronting issues to develop and utilize strategies on social media so as to eventually influence the consumers in their purchase decisions. Thus, this specific study has been conducted to present a significant framework for the managers to use strategies on social media. This study has adopted a combination of qualitative and quantitative research and included the perspective of both consumers of FMCG products and managers of FMCG companies. The results have shown that informational strategies include functional, educational and sales promotion strategies. Moreover, emotional, experiential, brand resonance and social cause strategies remain enclosed under transformational strategies. Also interactional strategies embrace brand relationship, current event, customer relationship and customer co- creation strategies on social media. These strategies have numerous benefits to consumers and companies as per the views of managers. It has been revealed that social media strategies have significant influence on the various stages of the consumer decision making process but to different extent. Even with the introduction of social media as a marketing communication method, the consumer has to cross all the stages in the decision making process before making a final purchase. Moreover, on the basis of the study the marketing professionals need to realize the role of the consumer engagement as it mediates the relationship of social media strategies and consumer decision making process which ultimately encourages them to frame their purchase decision regarding the FMCG products. The results of this study will help managers to understand the usefulness of social media strategies as an important and integral part of the marketing communication strategy. newline
dc.format.extent416p.
dc.languageEnglish
dc.relation-
dc.rightsuniversity
dc.titleInfluence of social media strategies on consumer decision making process an empirical study of select FMCG products
dc.title.alternative
dc.creator.researcherMenka
dc.subject.keywordConsumer decision making process
dc.subject.keywordConsumer engagement
dc.subject.keywordFMCG (Fast Moving Consumer Good)
dc.subject.keywordSocial media
dc.subject.keywordSocial media strategies
dc.description.noteAppendices 405-416p.
dc.contributor.guideSharma, Sanjeev Kumar
dc.publisher.placeChandigarh
dc.publisher.universityPanjab University
dc.publisher.institutionUniversity Business School
dc.date.registered2015
dc.date.completed2020
dc.date.awarded2020
dc.format.dimensions-
dc.format.accompanyingmaterialCD
dc.source.universityUniversity
dc.type.degreePh.D.
Appears in Departments:University Business School

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01_title.pdfAttached File2.3 kBAdobe PDFView/Open
02_certificate.pdf1.03 MBAdobe PDFView/Open
03_acknowledgement.pdf58.15 kBAdobe PDFView/Open
04_contents.pdf96.66 kBAdobe PDFView/Open
05_list of tables.pdf163.47 kBAdobe PDFView/Open
06_list of figures.pdf76.27 kBAdobe PDFView/Open
07_list of abbreviations.pdf73.91 kBAdobe PDFView/Open
08_chapter 1.pdf793.85 kBAdobe PDFView/Open
09_chapter 2.pdf697.75 kBAdobe PDFView/Open
10_chapter 3.pdf492.52 kBAdobe PDFView/Open
11_chapter 4.pdf1.24 MBAdobe PDFView/Open
12_chapter 5.pdf677.72 kBAdobe PDFView/Open
13_chapter 6.pdf381.23 kBAdobe PDFView/Open
14_annexures.pdf301.74 kBAdobe PDFView/Open
80_recommendation.pdf381.23 kBAdobe PDFView/Open


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