BRM assignment

MMS-Finance-
Literature review
1) The research paper titled “The Effects of Social Media Marketing on Online Consumer
Behavior” published by Canadian Center of Science and Education on 18th June,
2013tells you that Social media allows customers and prospects to communicate
directly to your brand representative or about your brand with their friends. However,
the obvious question is: who are the people interacting online and how engaged are
they in online activities? The answer can help you discover how to engage with different
types of audiences in order to maximize the effect of the online marketing strategy .

2) The research paper titled “Social Media and its Impact on Consumers Behavior”
published by ElisabetaIoanăs, IvonaStoicain 2014tells us about the quantitative
research on ‘The impact of social media on consumer behavior’. The conclusions were
established in terms of the univariate and bivariate analysis, followed by consumer
profile that uses social network. Also, with the help of questionnaire, it can be seen how
much the analysis is influenced and the real impact of social media reflected in the
behavioral changes.

3) The research paper titled “Consumer’s behavior and effectiveness of social media”
published by GhulamRasoolMadni in 2014tells us that due to rapid development of
technology and communication channels, consumers have begun to use more and more
online sources. The most important tool amongst them is social media. Social media
components are popular like Facebook and Twitter have got an attention to consumer
markets.The results from collected data indicate that the social media has a significant
impact on consumption and buying behavior of people in India.

4) The research paper titled “A STUDY ON IMPACT OF SOCIAL MEDIA IN BUYING

BEHAVIOR OF CONSUMER/CUSTOMER WITH SPECIAL REFERENCE TO RAIPUR CITY”
published by Geetanjali Naidu and Sunil Agrawal in 2013tells us that in today's
scenario, social media has become a very useful tool in buying behavior decision
making. It is influencing customer/consumer in a dynamic manner. Now in today's
scenario, social media like Blogs, LinkedIn, Facebook, Twitter, Skype, etc. are playing a
very important role in consumer buying behavior decision making process directly and
 indirectly.As per the survey results, India's 75% youth is using social media for sharing
their thought and views and comment from different areas of the country.

5) The research project titled “Impact and effectiveness of social media advertising on
young working women’s buying behavior with reference to consumer electronics – A
study of selected cities in Maharashtra and Gujarat” submitted by ShalakaAyarekarin
February 2015tells us that social media is very popular not only in the younger
generations, but in middle and older generations as well. On domestic front, it is used
for interacting with friends and relatives and socializing. On professional front, it has
been widely used for acquiring the markets by new business ventures. Many established
organizations are undergoing operational changes in their traditional practices in order
to adapt to this online environment for promoting their products and services globally.

6) The research paper titled “EFFECT OF SOCIAL MEDIA ON E-PURCHASE AMONGST

YOUTH” published by KALPANA AGRAWAL & HUZEFA JALIWALA in June 2013 tells us
that as social media is becoming increasingly popular, online marketers are investing in
ways that utilize social media and engage onlineconsumers. Online marketers’ adoption
of new online marketing trends is prompted by findings that indicate people are
spending significant amounts of time socializing online.Also, people are constantly
gaining new ways of experiencing online product search and recommendations, all of
which influences online buying decisions.

7) A research article titled “Impact of Social Media on Online Shopping Behavior in India”
published by ReportBuyeron 12th March,2014tells us that social media usage is highly
active among young urban Indians.Empowered by the medium, consumers are visibly
braver with their opinions and share views on anything including news, politics,
products, movies, food, among others. A large % of young urban Indians spend hours on
social media sites.In parallel, online shopping in India is accelerating; there are hundreds
of portals offering a range of products in single or multiple categories for consumers.

8) The research paper titled “ONLINE SHOPPING ATTITUDE AMONG THE YOUTH:A STUDY
ON UNIVERSITY STUDENTS” published by Deepjyoti Choudhury and
AbhijitDeyinJanuary 2014 tells us that online buying is becoming an important and
integral part of our lifestyle.Due to wide spread internet access by people and e-
commerce usage by traders, online shopping has seen a massive growth in recent
years.Young people have been the majority shoppers online and thus, this study finds
 out the attitude of youth towards online shopping. The 5 key factors on which this
research was carried out were internet literacy, gender, educational qualification,
website usability and online product price.

9) The research paper titled “THE IMPACT OF USING SOCIAL MEDIA ON CONSUMER
BUYING BEHAVIOR” published by Elham Al-Mukhaini, Israa Al-Dhuhli and Sara
Ismaelon 7th January 2014tells us that social media has given plenty of opportunities to
consumers in adapting different aspects in life. Facebook, Twitter and Instagram have
played significant roles in expanding consumers' online purchases.This research paper
aims to understand which consumers are mostly influenced by online purchasing,
reasons that tempt consumers to purchase online, types of products that are mostly
purchased using social media and types of social media that are mostly used by
consumers in India.

10) The research paper titled “A study on the of effects of social media on young
consumers' buying behaviors”published by AteşBayazıtHaytain 2013 tells us that
consumers have inclined towards social media to a great extent due to rapid
development of technology and communication channels. Social media elements such
as Facebook and Twitter have been great consumer markets. Therefore, this study aims
to know about social media which affects our lives in recent years and brings a new
dimension to Internet and to determine the effects of social media networks on
purchasing behaviors of consumers.The study results indicate that social media tools
create a statistically significant difference on purchasing behaviors of consumers
according to age groups and educational status of them.

11) The research paper titled “Impact of social media on the lifestyle of youth” published
by Dr. A. JesuKulandairajin 2014tells us that social media benefits the youth in many
ways. Majority of the youth feels that they can be more creative, more popular and
more outgoing with the help of social media. A major chunk of people use social media
to choose their fashion, trend or style. Social media is also used by people to maintain
their contacts and relationships.

12) The research paper titled “Impact of social media advertisements on university
students” published by JaveriaNazeeron August 14 2017 tells us that the influence of
social media on youth is based on factors such as gender and age group. The researcher
has selected 18-25 years as young adults and 26-35 years as adult students and found
that different age groups are influenced differently by social media. Gender is yet
 another factor that influences youth in a different manner.The findings exposed that the
user’s exposure to social media advertisements leads them to attitude as well as
behavioral changes in age group 26-35 years. Moreover, results also revealed that male
students are more affected by exposure to social media ads than female students.

13) The research paper titled “Influence of social media marketing communications on
young consumer’s attitude” published by Rodney Graeme Duffetton 16th November
2016 tells us that apart from demographic factors such as age, gender, etc. there are
other factors such as usage that influences the behavior of youth towards social media.
The results revealed that teenagers who used social media for longer time periods and
updated their profiles frequently displayed the most favorable attitudinal responses to
social media marketing communications.

14) The research paper titled “The impact of social media on consumer buying intention”
published by Michael Putter in November 2017tells us that the effective use of social
media has become an essential part of creating and maintaining a competitive
advantage. Subsequently, companies now place considerable value on the way in which
social media can be used to shape consumer brand perception and influence their buying
intention. An emphasis on social media and brand perception will help us identify
emerging and successful strategies to enhance the use of social media by young
consumers.

15) The research paper titled “IMPACT OF SOCIAL MEDIA ON CONSUMER’S BUYING
DECISIONS” published byNufazilAltaf in July 2014tells us that social media plays a key
and impactful role in consumer buying decision. This research gives us the explanation
on how individuals are attending, processing, and selecting the information on social
media before making a purchase. The findings also indicated that individuals pursue an
active role in information search on social media compared to mass media.The digital
world has bought a change in every sphere. Its impact on consumer’s buying decisions
cannot be nullified.