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
Related Articles
- EP ID EP19507
- DOI -
- Views 352
- Downloads 12
IMPACT OF JUST-IN-TIME PRODUCTION TOWARDS GLOBAL COMPETITIVENESS THROUGH COMPETENCY MANAGEMENT
Beginning in the early 1980’s, a number of firms followed the pioneering efforts of Shigeo Shingo and Taichi Ohno and adopted Just-In-Time (JIT) manufacturing in an attempt to reshape their manufacturing environments (...
A STUDY ON ECONOMIC PROFILE AND FINANCIAL DECISION OF POULTRY FARM OWNER’S WITH REFERENCE TO NAMAKKAL DISTRICT, TAMILANADU
The Indian poultry industry has been on the continuous growth trajectory in the recent past aided by different contributing factors of national developmental regulations, emerging organized retail industry, government’...
A study an analyze the factors influencing the industrial relations in TANCEM and DALMIA Cement companies, Ariyalur district
Industrial relations play a crucial role in establishing and maintaining industrial democracy. The establishment of good industrial relations depends on the constructive attitude on the part of both the management and...
Simulation of processing financial and economic information in the integrated information systems of the treasury
Intoduction.At the formation of the treasury structures within some enterprises and holding companies on the basis of the systematic approach it is supposed to conduct activities in two stages. Thus, if the first one s...
AN EMPIRICAL STUDY ON THE EFFECT OF PAYMENT MECHANISM FOR PURCHASING INTENTION – THE MODERATING EFFECT OF CONSUMER INVOLVEMENT IN SELECTED PRODUCT CATEGORIES IN VADODARA
With the growth of India in terms of its per capita income, and along with that the development of infrastructure, consumers today have lot of choice in terms of shopping for products and services. The purpose of this...