Because of innovation of technology, people were to get involved to the changes in modernization. The convergence of technology challenges the marketers that drive them to transform their marketing strategies. In the recent study, people were more likely to hold their time on the internet and it shows consumers observe 53 percent more of digital advertising than native advertising (Pozin, 2013). More users are engaged to online interactivities such as social networking sites, online multiplayer game and even shopping online. These were some factors that users are fascinated to internet media.
The above graph representation shows the percentage of population category who opt for online shopping. The general caste population are major customers of online shopping covering 76.7 % of the total population. Followed by OBC category comprising 14% of total population. The SC and ST contribute for 2.7% and 6.7% respectively. It was seen that the general population mostly opt for online shopping because of their changing life style.
Social • Increase in online social networking (e-Marketer online, 2008) Marketing needs to take advantage of this new channel. • Product category risk and financial risk decrease online shopping (Sorce et al., 2005) Need to consider overcoming risks to increase users. • Growth of internet from 2002 to 2007 is 244.7%.18.9% of world population use the internet (Internet World Stats, 2007) Opportunity to increase market share. Technological • There is an increase in broadcasting, information and telecommunications technologies for internet access. Increased frequency of use and sources (e.g.
Retailing in the 21st century means doing business with customers on their terms (Mathwicket al., 2002). E-tailing represents a form of in- home shopping and the major non-store channel (Levy and Weitz, 2007). Wang and Head (2007) highlight that the internet is increasingly being viewed as a tool and place to enhance customer relationship. According to Weitz (2010), e-tailers are using technology to convert “touch-and-feel” attributes into “look-and-see” attributes. Today’s e-commerce landscape is characterised by very high competition (Belanger et al., 2002) and a marketplace is changing at a very dynamic pace (Keen et al., 2004;
Literature Review In this literature review the researcher tries to discuss the usage of different social media marketing tools used by organizations and how the put an impact on customer’s purchase making process. There are many literature and theories that the researcher used to develop a conceptual frame work and research paradigm. 2.1 Social Media Social media marketing is one of the most recent versions of marketing method that is creating buzz marketing all over the world (Silvestre, 2011). According to the research of Forbes (2013) the number of customers has increased rapidly because of the use of the social media to know about the product and make the comparison with other products of other producers. According to Anon (2014), more than 80% of the fashion house has utilized social media sites to capture a large market share.
Introduction In this new era of internet, computers and cell phones play a vital role in business. The growth of technology is in its highest pace. Marketing and communication techniques also changed with the technology. With the growth of Internet, online social Medias have become important communication channels and also virtual communities have emerged. This virtual world has become a new kind of social communication, connecting people to variety of online communities has been growing during past two decades.
Causes According to Amin & Noor (2013), the E-consumers generally refer to the purchaser of goods and services over electronic systems such as Internet and other computer networks. This new group of consumers is increasing in number over the years as on-line shopping become a trend and manifestation of modern life style.Based from the Paynter & Lim (2001), E-commerce would provide consumers with benefits such as interactive communications, fast delivery, and more customization that would only be available for consumers through online shopping. Product information in the Internet is more compact and it ranges from various sites. Users have more opportunity to choose and compare products they want to purchase or easily find and select specialized products. This kind of open market place would increase competition, provide benefit for industrial buyers as it will promote better quality and more variety of goods.
CHAPTER 1 THE PROBLEM AND ITS BACKGROUND Introduction The power of the online world especially the social networking sites at this generation is absolutely beyond discourse. As stated in the Social Media Report (2011) published by NM Incite, a Nielsen/McKinsey company, consumers are spending more time than ever using social media. What is crucial with the social media is that it has a very great role on how people discover, search and promote products and brand names. About 60 percent of consumers looking for products learned about a specific brand through social networking sites. Also, active social media users tend to read product reviews online.