An Empirical Study on Social Media Behaviour of Consumers and Social Media Marketing Practices of Marketers

Abstract

The paper presents the results of a study on social media experience of consumers and marketers in the State of Punjab. The study is based upon two parallel surveys - one for marketers (N=101) and another for consumers (N=211), conducted during the first quarter of 2012. Self developed questionnaire (request to fill online questionnaire was sent through e-mail) has been used to elicit the perception about motives, beliefs, policies, specific actions, and experiences of marketers about Social Media Marketing (SMM). Another self developed on-line questionnaire containing indicators about consumer’s motives, beliefs, and experiences has been used to capture their perception about reasons for their presence on social media and factors (using Exploratory Factor Analysis) determining their social media behaviour. The respondents were requested to fill online questionnaires developed on Google Documents. Based on the results of the study and reviewed literature, the paper suggests the measures for effective Social Media Marketing (SMM) strategies. The findings of the study can be used by marketers and media planners for effective marketing results.

Keywords: Social Media Marketing, Social Media Behaviour, SMM Strategy

JEL Classification: M30, M31, M37