How does Social Media Marketing Impact the consumer Decision Making in India (KEY IJP************032)

• Shivansh Awasthi

Abstract

This study investigated the effect of social media marketing on consumer patronage decision making with specific focus on small businesses in Port Harcourt, Rivers State Nigeria. To achieve this, three specific objectives were created, such as to: ascertain the effect of social media marketing on consumer patronage intention; examine the effect of social media marketing on consumer patronage and determine the effect of social media marketing on repeat purchase. To accomplish the set objectives, data were obtained via the use of structured questionnaire, which were distributed and majority retrieved, sorted then the correctly filled copies typed into the SPSS software for analysis. The collected data were tabulated and represented in charts, this was followed with detailed explanations.Through the regression analysis, the study findings showed that; social media marketing significantly impact consumer patronage intention, consumer patronage and repeat purchase. Based on the findings the study recommended that small business owners should extensively leverage on the social media campaign for effective communication of their productservice offering to social media users. Small business owners should be consistent in engaging social media users as a means of marketing the benefits of their products because it helps to instill confidence in consumers who is showing interest in their productservice offering. Small business owners should endeavour to deliver quality experience to consumers as they eventually patronize their product offerings for the first time. Small business owners should be open to receive feedback after a consumer patronize their product offerings.