CONSUMER SOCIAL MEDIA BEHAVIOUR AND MARKETERS' SOCIAL MEDIA MARKETING STRATEGIES: AN EMPIRICAL INVESTIGATION

DOI: doi.org/10.5281/zenodo.19397390

Authors:

Ms. Neelima Chaudhary, Prof. J.K. Tandon

Keywords:

Digital Marketing, Consumer Behaviour, Social Media Marketing Approach

Abstract:

This paper aims to find social media experiences of marketers and consumers in Rajasthan. The study is based on two simultaneous surveys that were carried out in the first quarter of 2023: one for consumers (N=211) and one for marketers (N=101). A self-created questionnaire has been used to gather information regarding marketers' perceptions about social media marketing-related goals, attitudes, regulations, particular behaviours, and experiences. Customers' perceptions of the factors influencing social media behaviour and reasons behind their presence on social media have been recorded using another self-developed online questionnaire that includes indicators about their motives, beliefs, and experiences. Media planners and marketers can use the study's conclusions to achieve successful marketing outcomes.

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