Social Media Marketing: A Paradigm Shift in Business

Anjum, A., More, V. S., & Ghouri, A. M. (2012) Social Media Marketing: A Paradigm Shift in Business. International Journal of Economics Business and Management Studies, 1(3), 96-103

8 Pages Posted: 21 Sep 2012

See all articles by Arif Anjum

Arif Anjum

affiliation not provided to SSRN

V. More

affiliation not provided to SSRN

Arsalan Mujahid Ghouri

Universiti Pendidikan Sultan Idris

Date Written: September 1, 2012

Abstract

This paper is produce to find the internet users preferences for social media marketing. For this purpose, Kierzkowski et al. (1996) study questionnaire’s three segments (attract, engage and retain) were adopted and made required changes according to find the customer’s response. The results shows that ‘mnemonic branding’, ’promotions’, ’piggyback advertising’ and ’adequate bandwidth’ are the best tools to attract customers. In engagement segment results interpretation, ‘lucky draws/contests’, ’informative and useful content’, ’transaction capabilities’, and’ creative programming’ are the preferred perceived tools by respondents. Retain segment analysis states that ‘security features’, ’dynamic content’, ’rapid information loading time’ and ’provide online order tracking’ in websites assist the business to retain their customers. Study revealed that businesses should invest more on online contents of websites, because fast pace living style enable customers to attach more to cyber world and they preferred to be the part of virtual globe.

Keywords: Social media marketing, marketing, internet user preferences

JEL Classification: M00, M15, M31

Suggested Citation

Anjum, Arif and More, V. and Ghouri, Arsalan Mujahid, Social Media Marketing: A Paradigm Shift in Business (September 1, 2012). Anjum, A., More, V. S., & Ghouri, A. M. (2012) Social Media Marketing: A Paradigm Shift in Business. International Journal of Economics Business and Management Studies, 1(3), 96-103 , Available at SSRN: https://ssrn.com/abstract=2149910

Arif Anjum

affiliation not provided to SSRN

V. More

affiliation not provided to SSRN

Arsalan Mujahid Ghouri (Contact Author)

Universiti Pendidikan Sultan Idris ( email )

TG.MALIM - PERAK
Tanjong Malim, PA Perak 35900
Malaysia

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