Effect Of Social Media Marketing On Indian Consumers

The social media environment has turned into a major point of contact with Indian consumers through all the awareness and evaluation and purchase phases, and the brands are starting to use the platform-native content and creators to shape the demand. This paper will focus on the effects of perceived social media marketing activities (SMMAs) entertainment, interaction, trendiness, customization and electronic word-of-mouth (eWOM) on purchase intention and loyalty intention among Indian consumers. The conceptual model combines the framework of stimulus-organism-response (S-O-R) with elaboration likelihood model (ELM) to discuss the effects of SMMA on behavioral intentions, which are organismic states including brand trust, consumer engagement, and consumer-based brand equity. The paper methodologically gives a survey-based design that is appropriate to the Indian samples, hypotheses, proposed initiatives, and an SEM-ready analysis plan. To show an example of APA-style reporting of tables, figures, and graphs without gathering primary data in such an environment, the Results section is based on a transparent synthetic dataset (N = 420) which was created in order to mimic the survey data on Likert scale with plausible correlations between constructs. The descriptive statistics, correlations and pictorial regression models reveal positive relationships between SMMA and purchase and loyalty intentions, and the indirect relationships of the variables through trust and engagement are stronger. The managerial implications illustrate the significance of credibility and interaction, control of influencer behavior and eWOM, and risk-reduction cues that can be used in transforming engagement to purchase. The main contribution of the paper is the fully developed template of the research which is India relevant and can be used with a real survey data with direct replication to get a publishable empirical research.