Massive marketing in social media: the influence on sentiments and attitude toward the brand
by B. Lakshmi; Yabesh Abraham Durairaj Isravel; D. Chitra; V. Mahalakshmi
International Journal of Intellectual Property Management (IJIPM), Vol. 13, No. 3/4, 2023

Abstract: Social media research has mostly concentrated on defining this trend through the interpretation of new concepts and terminology that compose its basics and exploring the impact of a company's introduction of social media on consumer behaviour because it has only recently emerged within the last millennium. A simple random sampling method was used to acquire the data from 556 people who have purchased fashion products. The research questionnaire was used to obtain the necessary information. Based on the data, it appears that most of the customers at retail fashion stores were middle-aged women in the private sector who were between the ages of 30 and 45. A marginally significant positive correlation between the purposes of this study was to examine how social media channels may inspire original products. Its goals were to gauge consumers' familiarity with the brand and to encourage them to make purchases. Consumers can benefit from businesses' inventiveness in both pre- and post-purchase contexts, as shown by the results.

Online publication date: Tue, 10-Oct-2023

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