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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 761) Last page : ( 766)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00119.1

The Role of Social Media Marketing In Customer Purchase Intent-A Methodological and Thematic Review

Gawas Aniket1,*,  Niyati1,**, Kulkarni Pratik2,***, Mehendale Smita2,****

1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India

2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India

*Corresponding Author E-mail: aniket.gawas2019@sims.edu




Online published on 2 June, 2018.


The projects aim is to understand how social media marketing is effected customer purchase intent. Our search began with a lot of factors effecting customer purchase like. “social media”, “marketing”, “customer behaviour”, “brand loyalty”, “customer behaviour”, “and purchase intent “and we finally chose it's 3 main pillars which are customer behaviour, purchase intent and social media marketing made us understand the complex relationship between them, there interdependence is being explored with the help of researching through different papers and our final conclusion is being shown in the paper. As this study progressed we have seen some interesting trends which suggest that social media marketing would become a dominant part of the digital marketing ecosystem. For the purpose of this paper we have referred journals emerald, ebsco and Scopus. Price is a major factor in most purchase decisions and our paper cares to highlight this factor with other important criteria's. Most companies want to target specific customers which are interested in their product outlines and not waste capital on mindless promotion strategy. Hence social media marketing acts as a powerful tool for corporations which want to directly target their potential customers for their products and services.



Social Media, Customer Behaviour, Thematic Review, Systematic Literature Review, Methodological Review.


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