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 318
- Downloads 12
EXPLORATION OF CRITICAL SUCCESS FACTORS AND CONSUMER BUYING BEHAVIOR AND CUSTOMER ACCEPTABILITY FOR DETERGENT BRAND SELECTION IN NCR
With the increase in per capita income and wide range of choices being available, consumers are main focus for many detergent manufacturing organizations. With competition at its all time peak and with changing trends...
MANAGEMENT OF TRANSPORTATION SYSTEM AND PRIORITIZATION OF TRANSPORT INFRASTRUCTURE PROJECTS
The increasing demand for transport services in Indian cities has been observed due to increases in population, increases in household income, and increases in economic activities. Traffic congestion problem is a serio...
GLOBALIZATION & TRADE IN TEXTILE INDUSTRY
This paper outlines the Globalization as the growth of economic activity or spanning politically of national and regional boundaries. It means the increased movement across those boundaries of goods and services, via t...
The concepts of defining joint venture (arrangement) in Uzbekistan
The current business environment is getting more and more complicated, as well as experiencing great changes while firms pursue competitive advantage through collaborative alliances and partnerships. Consequently, repo...
A COMPARATIVE STUDY ON DEBT SCHEME OF MUTUAL FUND OF RELIANCE AND BIRLA SUNLIFE
Mutual funds are key contributors to the globalization of financial markets and one of the main sources of capital flows to emerging economies. This study provides an overview of the performance of debt scheme of mutua...