Assessing the Impact of Web 2.0 on Consumer Purchase Decisions: Indian Perspective
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 7
Abstract
Social media and web 2.0 are two terms which are often used interchangeably in the marketing literature, even though they are not entirely the same. From the marketing perspective, the web 2.0 should be perceived as the new tool for the marketing communication mix and facilitator and enabler of social media. Social Media is a fast growing way of communicating via new technologies. It's a fusion of sociology and technology, transforming monologue (one to many) into dialogue (many to many). The objective of this research was to identify Indian consumers‟ profile of web 2.0 technology and assess the impact of web 2.0 tools on the consumer purchase decisions in Indian perspective. The study helped in finding out the overall influence of a positive or negative information about a product or a brand available on the Social Media on consumer‟s purchase behaviour.
Authors and Affiliations
Smita Sharma and Dr AsadRehman
Keywords
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