use of social media to attract and engage new customer base

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),

Volume 5, Issue 8, August (2014), pp. 35-46 © IAEME

USE OF SOCIAL MEDIA TO ATTRACT AND ENGAGE

NEW CUSTOMER BASE

Dr. Brijesh Sivathanu1, Dr. Rajasshrie Pillai

1(Assistant Professor, Indira Institute of Management, Pune – 411033 Maharashtra)

2(Assistant Professor, Indira Global Business School, Pune Maharashtra)

ABSTRACT

Social media is a continually evolving realm with an amazing potential for attracting and

engaging customers which is very vital for any business. The social media mix consists of social

networks, network feeds and social networking websites. Social media integrates technology, social

interaction and content creation to collaboratively connect online information. Through social media,

people or groups can create, edit, organize, comment on, combine and share content which help

organizations to better achieve their mission and goals. The most commonly used social media by

marketers are blogs, micro blogs, social networks, podcasts, discussion forums and RSS feeds.

Marketers can use social media to promote the brand and business, tell customers about their

goods and services find out what customers think of their business, attract and engage new customers

and build stronger relationship with existing customers. Currently, marketers are trying to attract new

customer base on the social media platform by deploying measures like search engine optimization,

hosting online competition, providing surprise gifts on clicks and competitive pricing. Social media

marketing has many advantages like broad reach, ability to target particular groups, free or low cost,

fast easy and personal communication with individual customers and groups.

Today, customers expect top level top level content and profile of the companies while

clicking on the links of renowned social networking websites like Facebook, LinkedIn, Twitter,

Google Plus+, Tagged, MySpace and Ning. The customers’ ‘likes’ on the social media also provide a

good mileage for the marketers. Customers expect surprises and innovative content on social media

websites.

The growth in the social media has overwhelmed many marketers as things are moving so

fast in this arena, that they must stay busy keeping abreast of the latest developments and trends by

using the proper social media mix to capture the target market.

In this study, the author attempts to understand the emerging roles and trends of social media and

internet marketing. This paper highlights the significance of social media and internet marketing in

business. This paper analyzes the online consumer behavior, customer expectations and strategies

deployed by marketers for attracting and retaining new customer base though social media by

conducting a market survey.

INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)

ISSN 0976-6502 (Print)

ISSN 0976-6510 (Online)

Volume 5, Issue 8, August (2014), pp. 35-46

Journal Impact Factor (2014): 7.2230 (Calculated by GISI)

www.jifactor.com

IJM © I A E M E

Keywords: emerging trends, social media mix, online consumer behavior, customer expectation,

social media marketing strategies.

1. INTRODUCTION

It is a new world today – a world where everyone has the ability to influence opinion; a world

where everyone has the ability to influence purchase and a world where geographical distances are

down to zero. The world today has ushered into the era of E- commerce, which is a world shaped by

social media. Social media is the phenomenon which enables and endorses free flow of

conversations online. Now-a-days, it is just not imperative to use static websites but also the social

media network to advertise, market and connect globally. If blogs and algorithms on the internet

decentralize the business of news even as they made it richer in detail, the real revolution happened

with arrival of social media sites such as Facebook, Twitter, Linkedin, Tagged, MySpace, Ning and

Google + which are the most popular.

Since the last decade, consumers are becoming internet savvy, crossing generations and

cultures alike, and social media has ingrained into their digital worlds. Having online presence is

something that leads everyone to become ever more dependent upon, as being a natural part of their

daily lives.

A research by Nielsen/McKinsey Company (2011) mentions the number of active Internet

users who visit blogs and social network sites are approximately 80% of all users, also these sites are

the top destinations online.

People use social media to get in touch with friends; moreover social media allows people to

share opinions, videos, photos and much more. It has prompted marketers to reconsider their use of

traditional media and influenced their marketing strategies. To use social media, marketers should

find the way how these medium can be useful for their consumers. Social networks, blogs, social

communities, forums and other interactive media help marketing managers all over the world better

understand current and potential consumers.

As per the CMO Survey (cmosurvey.org, August 2011) Social Media Stores enable people to

buy where they connect to millions of users into a social media platform. For example, retailers and

brands can have a storefront in Facebook.

The Internet has redefined how consumers interact with brands and make purchase and

spending decisions. Instead of interacting with a “product specialist” at the “point of sale,” buyers

rely on an array of virtual information resources, social media tools, and peer opinions to narrow

their choices, then on customer service to seal the deal. The likelihood of an average customer

making a final purchasing decision based upon a routine interaction with a line employee has never

been greater.

2. OBJECTIVE OF THE STUDY

In the current era of e-commerce, marketers are targeting social media to leverage their

profitability and sales. In this context, empirical investigation aimed at identifying the antecedents of

online purchase using social networking sites (SNS) has been undertaken by the researcher, which is

of utmost importance for marketers to develop strategies for attracting and engaging new customer

Specifically, the key objectives of the study are:

1. To study the emerging roles and trends of social media and internet marketing.

2. To study the significance of social media and internet marketing in business.

3. To identify the factors which influence the online consumer behavior for online purchase using

social media (SNS).

4. To study the strategies deployed by marketers for attracting and retaining new customer base

though social media.

3. LITERATURE REVIEW

Review of literature is essential to place the study in a proper perspective. The review also

helps to identify the limitations of the earlier studies, identify the gaps and enables the researcher to

focus upon the key areas of the research.

3.1 Social Media Role And Emerging Trends Of Social Media And Internet Marketing Internet is extensively used as a means of communication, potential source of information,

means of entertainment and many more. Few years after the launch of internet, marketers realized

the possibilities of using it as a medium for business. Modern technology has been developed to the

extent that even shopping is made possible over the internet. Both the products and services can he

purchased by online shopping .Online shopping is used for business to business transactions or

business to customer transactions with applications of E-commerce.

The Internet has become a mass media vehicle for consumer-sponsored communications. It

now represents the number one source of media for consumers at work and the number two source of

media at home. The Internet reaches more than 60% of all United States consumers for an average

weekly usage rate of more than 100 minutes (Rashtchy, Kessler, Bieber, Shindler, & Tzeng, 2007).

Below are the examples of social media described by W. Glynn Mangold & David J. Faulds (2009):

Table 1: Examples of social media

• Social networking sites (MySpace, Facebook, Faceparty)

• Creativity works sharing sites:

o Video sharing sites (YouTube)

o Photo sharing sites (Flickr)

o Music sharing sites (Jamendo.com)

• Content sharing combined with assistance

• (Piczo.com)

• General intellectual property sharing sites

• (Creative Commons)

• User-sponsored blogs (The Unofficial AppleWeblog, Cnet.com)

• Company-sponsored websites/blogs (Apple.com, P&G’s Vocalpoint)

• Company-sponsored cause/help sites (Dove’s Campaign for Real Beauty, click2quit.com)

• Invitation-only social networks (ASmallWorld.net)

• Business networking sites (LinkedIn)

• Collaborative websites (Wikipedia)

• Virtual worlds (Second Life)

• Commerce communities (eBay, Amazon.com,Craig’s List, iStockphoto, Threadless.com)

• Podcasts (‘‘For Immediate Release: The Hobson and Holtz Report’’)

• News delivery sites (Current TV)

• Educational materials sharing (MIT Open Course Ware, MERLOT)

• Open Source Software communities (Mozilla’s spreadfirefox.com, Linux.org)

• Social bookmarking sites allowing users to recommend online news stories, music,

videos, etc. (Digg, del.icio.us, Newsvine, Mixx it, Reddit)

Social media is perceived by consumers as a more trustworthy source of information

regarding products and services than corporate-sponsored communications transmitted via the

traditional elements of the promotion mix (Foux, 2006).

Consumers are turning more frequently to various types of social media to conduct their

information searches and to make their purchasing decisions (Lempert, 2006; Vollmer & Precourt,

2008).

Consumers are making decisions based on information they learn from their networks and

using that knowledge to take action and influence others. Where historically, a conversation might

occur between a couple of people over the phone or at a gathering, social media environments are

allowing large groups of people to hear, participate in, and share conversations: positive and

negative. It is an unpaid endorsement when a brand receives the Facebook ‘Like’ or thumbs up from

a fan, and that the fan can publicly indicate this endorsement (and sometimes emotional

commitment, falling into the coveted marketing space defined as ‘True Loyalty’ or even better, ‘Cult

Loyalty’) Flanagan, Wendy (2010).

Social media networks offer channels through which businesses can learn about their

customers’ preferences and get insight into their goods or service acceptance in the field. Some

businesses adopt a broadcast mechanism by which any customer who has opted in to share the

business’s message will be able to share the message with all of the people in his or her network.

Others have adopted a selective mechanism to help detect those customers who would take their

message to their network in an effective manner. To stimulate and to engage customers for active

participation in these new marketing initiatives, businesses are experimenting with novel ways of

marketing and are willing to explore ideas that would help them acquire new customers, retain

existing customers, and in turn increase their sales (V. Kumar & Bala Sundaram, 2012)

3.2. Significance of Social Media and Internet Marketing Business

The Internet has become the fastest growing advertising medium of this decade (Ha, 2008).

Advertisers spend hundreds of millions of dollars to place their ads on high-traffic websites.

According to research, when people read an online advertisement, they are more likely to buy online.

An advertising banner on the Internet can level the playing field between large and small companies

(Smith, 2009).

As social media continue to gain in popularity, marketers are searching for a firm foundation

on which to base their strategic decisions regarding how to employ social media to engage and

influence their customers (Hoffman & Novak, 2012). Consumers gain information before purchasing

any product. They seek information from organizations and also from other consumers. Firms can

make more profits by attracting and alluring potential buyers via social channels (Curty & Zhang,

2011).

Social media is the good reach to provide information to consumers and Below Mentioned

social media statistics mentions the extent of costumer and brand reach

Social media is the good reach to provide information to consumers and Below Mentioned

social media statistics mentions the extent of costumer and brand reach (Alexander, Anson. 2012)

Table 2: Social Media Statistics

For both franchisors and franchisees, a well-executed social media strategy can generate

(Todd Leiser, 2012):

• Increased sales

• Strengthened relationships with existing customers

• New customers

• Enhanced customer service

• A consumer research tool

• Traffic to your website

The above mentioned numbers of followers convey the brand awareness using social media.

The popular social media networking website and their contribution to business is discussed below

(Madhav Narayanan, 2012):

Facebook: Founded in 2006, Facebook has become the most popular social networking website. It

has transformed the value of social media websites through the sheer volume of users that it has

attracted. 75 % of the fortune 100 companies are on Facebook. Apart from these companies

Facebook is also beneficial for small businesses as it allows them to reach their target audience with

a personal approach.

Twitter: It is an extremely popular online micro blogging service which has gained a very large user

base consisting of more than 500 million users. Twitter has attracted lots of attentions from business

• Facebook has 845 million active users.

• The average Facebook user has 130 friends.

• Twitter has 127 million active users.

• 13% of Internet users also use Twitter.

• 54% of Twitter users use it on their mobile devices.

• 36% of Twitter users tweet at least once a day.

• Google+ has had 90 million unique visitors.

• Pinterest has had 21 million unique visits.

• LinkedIn has 150 million registered users.

• There are 2 million companies on LinkedIn.

• 75% of LinkedIn users use it for business purposes.1

Source: Alexander, Anson. “Social Media Usage Statistics 2012 [Infographic]” 10 March

2012. 29 June 2012 <http://ansonalex.com/infographics/social-media-usage-statistics-

corporations for the immense potential it provides for viral marketing. Due to its huge reach it has

increasingly being used by news organizations to disseminate news updates which are then filtered

and commented on by the twitter community.

You Tube: You Tube which began in 2005 became extremely popular as a crowd sourced video

screening service. It is a powerful free tool for businesses and organizations to engage an audience

with online videos. Businesses can leverage the mass appeal of you tube by creating their own public

channel that their fan base can subscribe to.

Online branding communities attract new users to a product, reinforce loyalty to a product and help

marketers better understand consumers and the potential uses of the product (Jaffe 2005; Kahney

2004; Muniz and Schau 2007; O’Guinn and Muniz 2005). Galeotti and Goyal (2009) reports that

companies who use social media networking see higher sales and greater profits. The above all

clearly conveys social media is playing a vital role and changing the scenario of marketing.

3.3. Factors Influencing the Online Consumer Behavior for Online Purchase Using Social

Media The term consumer behavior is always been crucial in marketing. It is necessary to

understand the consumer behavior for marketers.

Consumer behaviour is the behaviour that consumers display in searching for, purchasing,

using, evaluating, and disposing of products and services that they expect will satisfy their needs

(Schiffman & Kanuk, 2008). Now a day’s online marketing is in boom. Word of Mouth (WOM) is

defined as the act of exchanging marketing information among consumers, and plays an essential

role in changing consumer attitudes and behaviour towards products and services (Katz & Lazarsfeld

1955). The emergence of Internet-based media has facilitated the development of WOM online – that

is, electronic word-of-mouth (referred to as eWOM hereafter). Hennig-Thurau et al. (2004) defined

eWOM as ‘any positive or negative statement made by potential, actual, or former customers about a

product or company, which is made available to a multitude of people and institutions via the

Internet’

SNSs represent an ideal tool for eWOM, as consumers freely create and disseminate brand-

related information in their established social networks composed of friends, classmates and other

acquaintances (Vollmer & Precourt 2008).

Consumers with a high level of opinion seeking behaviour tend to search for information and

advice from others when making a purchase decision (Flynn et al. 1996). Consumers' perceived risks

associated with online shopping have a critical effect on their decision making. Consumer risk

perceptions and concerns regarding online shopping are mainly related to the aspects involving the

privacy and security of personal information, security of online transaction systems and uncertainty

of product quality. Kim and Benbasat (2003) identified four categories of trust related issues: 1)

personal information; 2) product quality and price; 3) customer service; and 4) store presence

Kini and Choobineh (1998) are of the view that trust in the Internet business is necessary but

not sufficient for an Internet buying behavior to take place. Advertisers spend hundreds of millions

of dollars to place their ads on high-traffic websites. According to research, when people read an

online advertisement, they are more likely to buy online. An advertising banner on the Internet can

level the playing field between large and small companies (Smith, 2009). The Internet can be

referred to as a pull medium because consumers choose the content they view. In effect, the

consumer is pulling from a plethora and free flow of information (Pitta & Fowler, 2005). While some

research suggests that pop-up ads can create high levels of ad perception, recall, and intent to

purchase (Chatterjee, 2008), other research has shown consumers become irritated by pop-up ads and

thus avoid online advertising all together (Edwards, Li, & Lee, 2002). For a business, one of the

most valuable benefits of using digital media is their capacity to offer consumers a personalized

relationship (Wind & Rangaswamy, 2001).

Online recommendations are one way to personalize a relationship. Online recommendations

range from personal reviews from other customers to personalized recommendations provided by

recommender engines or systems. Recommender systems are information sources that provide

personalized information to consumers (Ansari, Essegaier, & Kohli, 2000). These systems use an

information filtering technique in order to formulate product recommendations that are most likely to

be of interest to the user. Marketers will benefit from providing recommendations to online

consumers, especially if the source is providing personalized recommendations. Consumers focus

more on the recommendation source itself than on the type of website on which the recommendation

appears (Senecal & Nantel, 2004).

3.4. Strategies Deployed by Marketers for Attracting and Retaining New Customer Base

Though Social Media As per the 2013 social media marketing industry report (Michaela Stelzner, 2013) 79% of

marketers agreed that they had integrated their social media and traditional marketing activities. Also

there is substantial increase in strategies like use of blogs, use of social forums and social

bookmarking used by marketers for online marketers.

The study of top retailers using social media for marketing mentions that (Michelle B. Kunz,

Brittany 2011), Successful retailers will continue to employ social media marketing, and consumers

are expected to be response. This paper also pinpoints that viral video of any kind lends itself to the

YouTube platform, so for any visually enhanced promotion, this network may be effective, but not

necessarily for everyone. However, these top retailers seemed to focus their attention on Facebook,

with some activities on YouTube. Facebook has been embraced by retailers and consumers alike.

Facebook, Twitter, LinkedIn, blogging and YouTube were the top five platforms used by marketers,

with Facebook leading the pack. All of the other platforms paled in comparison to these top five

(Michaela Stelzner, 2013).

Twitter may be effective for mining what conversations and tweets are saying about the

brand, but it is not terribly effective for marketing messages. While Dell and Best Buy have used

Twitter effectively to improve customer service and offer especially hard-hitting deals and

promotions, it appears that Twitter may be more effective for up-and-coming brands/companies,

rather than well-established corporations. Advertising on SNSs enables consumers to engage in some

kind of social interactions by commenting, liking or passing along to their social connections

(Interactive Advertising Bureau 2009).

Social media enable people to shop multiple stores together using a range of different social

shopping tools such as ratings and reviews, recommendations and referrals and social bookmarking

(e.g. Kaboodle.com and Storeenvy.com). Research shows 32% of retailers surveyed work with these

sites to drive traffic to their stores or planned implementation/enhancement in 2009 (Mulpuru, 2010).

Consumers feel more engaged with products and organizations when they are able to submit

feedback. For example, Toyota enables its customers to provide feedback on a broad range of issues

via it’s ‘‘Open Road Blog’’ (Toyota, 2008).

Retail Blogs provide news and discussion around e-commerce events, as well as capture

customer feedback and suggestions on desired improvements. The main benefit of blogs is generally

in the opportunity to engage brand enthusiasts (Mahdi Shadkam , James O’Hara April 2013).

Online Consumer Communities are linked to an e-commerce site, usually with a loyalty,

advisory or social CRM (Social Customer Relationship Management) purpose. Customer

communities can be hosted on social media platforms such as Facebook or on website with dedicated

community software (Mahdi Shadkam, James O’Hara April 2013).Advertising on social media

platforms or promotional applications is a useful strategy in social commerce in order to attract more

consumers among social media users (Mahdi Shadkam , James O’Hara April 2013).

Implementation an appropriate rating and review system assists marketers to get feedback

and also increase consumer trust. Much of this benefit is because consumers can engage in direct

feedback on the offerings most important to them, providing instant and critical insights for a wide

variety of brands, products, and retailers (Mulpuru, 2010).People like to feel special and make it

personalized. Feelings of being special can be produced by offering products, information, and

special deals that are available exclusively to a subset of consumers. For example, Unilever offers its

readers coupons and product samples from Dove’s ‘‘Campaign for Real Beauty (W Glynn Mangold,

David J. Faulds 2009).

4. RESEARCH METHODOLOGY

Besides secondary data, the primary data was collected by the researcher in a survey using a

structured questionnaire and the questions were close ended, keeping in view the context and

objectives of the study. The questionnaire was developed in which each item was measured on five

point Likert scale ranging from “strongly agree” to “strongly disagree”.

After an extensive review of literature, an exploratory study was undertaken among 300

consumers to identify the factors which affect the online purchase using social networking sites and

50 marketers to understand the strategies deployed by marketers for attracting and retaining new

customer base though social media.

5. ANALYSIS AND INTERPRETATION

In accordance with Churchill procedure, the researcher conducted the Principal Component

Analysis with Varimax rotation to identify the antecedents of online purchase using social

networking sites (SNS). To determine the number of factors to retain, the researcher considered the

most usual rule of Kaiser criterion (selected the factors corresponding the to the Eigen values above

1.0). Only items with communality greater than 0.5 and the absolute value of their co-relation to an

axis greater than 0.6 were retained. Then the Cronbach’s alpha was used to assess the reliability of

the antecedents. The estimated coefficients can be described as acceptable as they are all above 0.70

(Peterson 1994).

From the below Table No.3: The Kaiser-Meyer-Olkin (KMO) value of 0.583, which is

greater than 0.5 indicates the measure of sample adequacy which proves that the given primary data

is fit for data analysis using factor analysis. The Bartlette’s test of sphericity indicates that the

correlation matrix is not an identity matrix which indicates that the factor model is appropriate.

Since the p-value is 0.000 i.e. the p-value is less than 0.05 which indicates that the correlation is

significant.

It is clear that three factors F1, F2, F3 were extracted which cumulatively explains 92.017 %

of the total variance.

The rotated component matrix shows that the factor loading of the items on the factors. The

Factor F1 which has been named “E-Trust” consists of the items: Personal information, Product

quality & price, Customer service and Store presence, each having factor loading of 0.973.

The extracted factor F2 which has been named “E-World of Mouth on SNS” consists of the

items having factor loading - Likes’ to product on SNS - 0.950, Good comments about the product –

0.773 Amount of shares per page – 0.950, Posts on Forums about the product -0.950 and Product

description by Users- 0.773.

The extracted factor F3 which has been named “Advt. on SNS” consists of the items Pop-

Ups, Personalization and Attractive Online Campaign, each having factor loading 0.959.

The Scree plot indicates that only three factors F1, F2 and F3 emerged as important as their

Eigen values were 5.512, 3.782 and 1.750 respectively. The remaining components with Eigen

values under 1.0 were dropped as per the Kaiser rule. The below mentioned Graph 1 conveys the

Strategies deployed by marketers for attracting and retaining new customer base though social media

The Graph 1 one indicates that blogs on social media, create fan pages on SNS, creating and

leveraging multiple social media touch points, creating unique online campaign, asking for feedback

tough SNS, writing success stories on social media, online stores linked with social media, viral

video on social networking websites and attractive and dynamic and dynamic advertisement are the

strategies deployed by markets for attracting and retaining new consumer base through social media.

Table 3: Factor Analysis

Factor Name Statements ��

(Communality)

Reliability

(α) Factors

Loading

%Variance

Explained

Cumulative

(E-Trust)

- .932 - 5.512 45.934 45.934

S1 -Personal information S2 - Product quality & price S3 - Customer service S4 - Store presence

.995 .995

.973 .973 .973 .973

(E-Word of

Mouth on

- .980 - 3.782 31.498 77.432

S1- ‘Likes’ to product on SNS S2- Good comments about the product S3- Amount of shares per page S4- Posts on Forums about the product S5- Product description by Users

.909 .675 .909 .909 .675

.950 .773 .950 .950 .773

(Advt. On

- .960 - 1.750 14.585 92.017

S1- Pop-Ups S2 - Personalization S3- Attractive Online Campaign

.959 .959 .959

Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy= 0.583 Overall Cronbach Alpha (α) = 0.867 Bartlett's Test of Sphericity = Approx. Chi-Square – 3410.135 {(p=0.000)}

Source : Primary Data

International Journal of Management (IJM), ISSN 0976

Volume 5, Issue 8, August (2014), pp.

Graph 1: Strategies deployed by marketers for attracting and retaining new customer

6. CONCLUSION AND MANAGERIAL IMPLICATIONS

Social media has changed in a very dynamic way over the past decade.

makes both academic and practical contributions. From an academic point of view, it contributes to

the existing literature in the area of social

researchers to study online purchase using social media and its antecedent factors

The aim of this research is to contribute modestly to a better understanding of the factors

which influence the online consumer behavior for online purchase using social media (SNS). The

results of this research confirm with many prior studies

managerial point of view, the contributions of the proposed study are as follows:

The key determinant of the future success for many SNS providers will rest on the ability to

monetize the product/service provided.

the next service or product will be for a business based on their needs a

managers can draw meaningful insights to understand the factors which influence online purchase

using social media (SNS). It is clear that the largest SNS providers have incredibly large user bases,

which can be leveraged in terms of

base through social media.

Attractive and dynamic advertisment

Viral video on social networking website

Online stores linked with social media

Writing success stories on social media

Asking for feedback though SNS

Creating Unique online Campaign

Creating and Leveraging multiple social media

touchpoints

Create Fan pages on SNS

Blogs on social media

gement (IJM), ISSN 0976 – 6502(Print), ISSN 0976

Strategies deployed by marketers for attracting and retaining new customer

through social media

CONCLUSION AND MANAGERIAL IMPLICATIONS

Social media has changed in a very dynamic way over the past decade. The present study

the existing literature in the area of social media for business. It can also be used by future

researchers to study online purchase using social media and its antecedent factors.

nsumer behavior for online purchase using social media (SNS). The

results of this research confirm with many prior studies (Kim and Benbasat, 2003)

managerial point of view, the contributions of the proposed study are as follows:

determinant of the future success for many SNS providers will rest on the ability to

monetize the product/service provided. Consumers and online consumer behavior often dictate what

the next service or product will be for a business based on their needs and desires.

insights to understand the factors which influence online purchase

It is clear that the largest SNS providers have incredibly large user bases,

which can be leveraged in terms of innovation strategies for attracting and retaining new consumer

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Attractive and dynamic advertisment

Viral video on social networking website

Online stores linked with social media

Writing success stories on social media

Asking for feedback though SNS

Creating Unique online Campaign

Creating and Leveraging multiple social media

Create Fan pages on SNS

Blogs on social media

No Yes

6502(Print), ISSN 0976 - 6510(Online),

Strategies deployed by marketers for attracting and retaining new customer base

The present study

It can also be used by future

nsumer behavior for online purchase using social media (SNS). The

(Kim and Benbasat, 2003). From a

determinant of the future success for many SNS providers will rest on the ability to

often dictate what

nd desires. Marketing

insights to understand the factors which influence online purchase

It is clear that the largest SNS providers have incredibly large user bases,

for attracting and retaining new consumer

90% 100%

7. SCOPE FOR FURTHER RESEARCH

This paper identifies the antecedents of online purchase using SNS. Future researchers may

empirically examine the relationships among the antecedents of online purchase using SNS.

Future research may incorporate the effect of variables like Rewards gains through social media,

virals and Discounts Offers on social media. Further, demographic characteristics like age, income,

sex and education play an important role in shaping a customer’s online purchase intentions. Future

research may test the effects of these demographic characteristics on the online purchase behavior

using SNS.

This research was carried out only in the city of Pune. It would be important to test the

measures in other cities and parts of India to improve the reliability and validity of the study.

8. REFERENCES

1. Alexander, Anson. (10 March 2012), “Social Media Usage Statistics 2012 [Infographic]”,

Available at : http://ansonalex.com/infographics/social-media-usage-statistics-2012-

infographic/ Accessed on: August 5, 2013.

2. Ansari, A.M., Essegaier, S., & Kohli, R. (2000). “Internet recommendation systems”, Journal

of Marketing Research, 37, 363–375.

3. Chatterjee, P. (2008). “Are unclicked ads wasted: Enduring effects of banner and pop-up ad

exposures on brand memory and attitudes.”, Journal of Electronic Commerce Research, 9,

51–61.

4. Curty, R. G., & Zhang, P. (2011, October 9–13), “Social Commerce: Looking Back and

Forward”, Paper presented at the American Society for Information Science and Technology,

New Orleans, LA, USA.

5. Lempert, P. (2006). “Caught in the Web”, Progressive Grocer, 85(12), 18.

6. Flanagan, Wendy. “Social Behavior Engages Motivation 3.0: How attributes of Social Media

are changing corporate performance systems and re-inventing trust”, Dittman Incentive

Marketing 2010.

7. Flynn, L.R., Goldsmith, R.E. & Eastman, J.K. (1996) “Opinion leaders and opinion seekers:

two new measurement scales”, Journal of the Academy of Marketing Science, 24(2),

pp. 137–147.

8. Foux, G. (2006, May 8). “Consumer-generated media: Get your customers involve’d. Brand

Strategy”, 38—39.

9. Galeotti, A., & Goyal, S. (Writer) (2009). “Influencing the influencers: a theory of strategic

diffusion”, Journal of Economics (Blackwell): Blackwell Publishing Limited.

10. Ha, L. (2008). “Online advertising research in advertising”, journals: A review. Journal of

Current Issues and Research in Advertising, 30, 31–48.

11. Hennig-Thurau, T., Gwinner, K.P., Walsh, G. & Gremler, D.D. (2004) “Electronic word-of-

mouth via consumer-opinion platforms: what motivates consumers to articulate themselves

on the internet?”, Journal of Interactive Marketing, 18(1), pp. 38–52.

12. Hoffman, D. L., & Novak, T. P. (2012). “Toward a Deeper Understanding of Social Media”,

Journal of Interactive Marketing, 26, 69–70.

13. Interactive Advertising Bureau (2009) “IAB social advertising best practices”, Available

online at: http://www.iab.net/media/file/Social-Advertising-Best-Practices-0509.pdf

(accessed on July 1, 2013).

14. Jaffe, Joseph (2005), “Life After the 30-Second Spot: Energize Your Brand With a Bold Mix

of Alternatives to Traditional Advertising”, Hoboken, New Jersey: John Wiley & Sons, Inc

15. Katz, E. & Lazarsfeld, P.E. (1955) “Personal Influence: The Part Played by People in the

Flow of Mass Communications”, Glencoe, IL: The Free Press.

16. Kim D and Benbasat I (2003), "Trust-Related Arguments in Internet Stores: A Framework

for valuations", Journal of Electronic Commerce Research, Vol. 4, No. 2, pp. 49-64.

17. Kini A and Choobineh J (1998),"Trust in Electronic Commerce: Definition and Theoretical

Considerations", Proceedings of the 31" Hawaii International Conference on System

Sciences, pp. 51-61

18. Madhav Narayanan (October – December 2012), “Social Media and Business”, Vikalp - The

Journal for Decision makers, Vol 37, No. 4, PP 86-87.

19. Michael A. Stelzner (May, 2013) “Social Media Marketing Industry Report, 2013”, Social

Media Examiner.

20. Michelle B. Kunz,Brittany (2011)A. “Are Consumers Following Retailers to Social

Networks?" Academy of Marketing Studies Journal, Volume 15, Number 2, Pg. No. 1-22.

21. Mulpuru, S. (2010). “TechRadar™ ForEe business And Channel Strategy Professionals:

Social Commerce”, Q1 2010: Forrester Research, Inc.

22. Nielsen/Mckinisey. (2011). “The Social Media Report State of the Media: Q3 2011”,

.Retrieved from http://www.befirstinc.com/nielsen-social-media-report.pdf.

23. Pitta, D.A., & Fowler, D. (2005). “Internet community forums: An untapped resource for

consumer marketers”, Journal of Consumer Marketing, 22, 265–274.

24. Rashtchy, F., Kessler, A. M., Bieber, P. J., Shindler, N. H., & Tzeng, J. C. (2007, February).

“The user revolution: The new advertising ecosystem and the rise of the Internet as a mass

medium”. Minneapolis, MN: Piper Jaffray Investment Research.

25. Schiffman L. G. and Kanuk L. L. (2008), “Consumer Behaviour” 9th, edition, person prentice

Hall of India, New Delhi, P. 23.

26. Senecal, S., & Nantel, J. (2004). “The influence of online product recommendations on

consumers’ online choices”, Journal of Retailing, 80, 159–169.

27. Shadkam, James O’Hara April 2013, “Social Commerce Dimensions: The Potential Leverage

for Marketers”, Journal of Internet Banking and Commerce JIBC April 2013, Vol. 18, 1-18.

28. Smith, K.T. (2009). “Worldwide growth of e-commerce.”, E-Business, March, 29–34.

29. The CMO Survey,cmosurvey.org, “The share of social media spending of the overall

marketing budget is expected to reach 10,1% in 1 year's time”., August 2011.

30. Todd Leiser,(December 2012 “Are Ya In or Ya Out? Using social media is a key part of an

effective brand/marketing strategy”, Franchising Wrold, International Franchise Association,

Pg. No. 16-18.

31. Toyota. (2008b). Open road blog. Retrieved July 15, 2013, from http://blog.toyota.com/rules-

of-the-road.html.

32. V. Kumar and Bala Sundaram (2012), “An Evolutionary Road Map to Winning with Social

Media Marketing”, American Marketing Association, Marketing research, Summer 2012,

Pg. 4-7.

33. Vollmer, C. & Precourt, G. (2008) “Always On: Advertising, Marketing, and Media in An

Era of Consumer Control.” New York: McGraw-Hill.

34. W. Glynn Mangold a,& David J. Faulds ,(2009) "Social media: The new hybrid element of

the promotion mix", Business Horizons (2009) 52, 357—36.

35. W. Glynn Mangold & David J. Faulds(2009), “Social media: The new hybrid element of the

promotion mix”, Business Horizons 52, 357—365.

36. Wind, J., & Rangaswamy, A. (2001). “Customerization: The next revolution in mass

communication”, Journal of Interactive Marketing, 15, 13–32.

use of social media to attract and engage new customer base

Technology

attract the right followers | build, engage, recruit webcast...

feature leveraging digital solutions to engage, attract...

how to use social media to engage & attract talent

engage 2013 - delivering customer care

magnews - attract engage sell resell - upa 2011

engage customer magazine feb 2015

generations at work: attract, engage and retain...

content marketing strategy: how to engage & attract...

open badges: ibm initiative to attract, engage and progress...

using social media to attract & engage passive candidates

gartner customer strategies & technologies summit 2015 ·...

helping business attract, engage, & convert

the workbc employer’s tool kit: a resource for british ......

snagging talented ece teachers: attract, engage, and ... ·...

attract & engage coveted prospects with killer content

how to attract, engage and manage volunteers

relevant and valuable attract, acquire, engage understood...

engage customer by catur pw

learn how to attract and engage customers with social media

7 ways to attract, engage, and convert diverse candidates