Академический Документы
Профессиональный Документы
Культура Документы
(Communality)
Reliability
()
Factors
Loading
Eigen
Value
%Variance
Explained
Cumulative
%
F1
(E-Trust)
- .932 - 5.512 45.934 45.934
S1 -Personal
information
S2 - Product quality &
price
S3 - Customer service
S4 - Store presence
.995
.995
.995
.995
.973
.973
.973
.973
F2
(E-Word of
Mouth on
SNS)
- .980 - 3.782 31.498 77.432
S1- Likes to product
on SNS
S2- Good comments
about the product
S3- Amount of shares
per page
S4- Posts on Forums
about the product
S5- Product description
by Users
.909
.675
.909
.909
.675
.950
.773
.950
.950
.773
F3
(Advt. On
SNS)
- .960 - 1.750 14.585 92.017
S1- Pop-Ups
S2 - Personalization
S3- Attractive Online
Campaign
.996
.991
.996
.959
.959
.959
Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy= 0.583
Overall Cronbach Alpha () = 0.867
Bartlett's Test of Sphericity = Approx. Chi-Square 3410.135 {(p=0.000)}
Source : Primary Data
International Journal of Management (IJM), ISSN 0976
Volume 5, Issue 8, August (2014), pp.
Graph 1: Strategies deployed by marketers for attracting and retaining new customer
6. CONCLUSION AND MANAGERIAL IMPLICATIONS
Social media has changed in a very dynamic way over the past decade.
makes both academic and practical contributions. From an academic point of view, it contributes to
the existing literature in the area of social
researchers to study online purchase using social media and its antecedent factors
The aim of this research is to contribute modestly to a better understanding of the factors
which influence the online consumer behavior for online purchase using social media (SNS). The
results of this research confirm with many prior studies
managerial point of view, the contributions of the proposed study are as follows:
The key determinant of the future success for many SNS providers will rest on the ability to
monetize the product/service provided.
the next service or product will be for a business based on their needs a
managers can draw meaningful insights to understand the factors which influence online purchase
using social media (SNS). It is clear that the largest SNS providers have incredibly large user bases,
which can be leveraged in terms of
base through social media.
Attractive and dynamic advertisment
Viral video on social networking website
Online stores linked with social media
Writing success stories on social media
Asking for feedback though SNS
Creating Unique online Campaign
Creating and Leveraging multiple social media
touchpoints
Create Fan pages on SNS
Blogs on social media
gement (IJM), ISSN 0976 6502(Print), ISSN 0976
Volume 5, Issue 8, August (2014), pp. 35-46 IAEME
44
Strategies deployed by marketers for attracting and retaining new customer
through social media
CONCLUSION AND MANAGERIAL IMPLICATIONS
Social media has changed in a very dynamic way over the past decade. The present study
makes both academic and practical contributions. From an academic point of view, it contributes to
the existing literature in the area of social media for business. It can also be used by future
researchers to study online purchase using social media and its antecedent factors.
The aim of this research is to contribute modestly to a better understanding of the factors
nsumer behavior for online purchase using social media (SNS). The
results of this research confirm with many prior studies (Kim and Benbasat, 2003)
managerial point of view, the contributions of the proposed study are as follows:
determinant of the future success for many SNS providers will rest on the ability to
monetize the product/service provided. Consumers and online consumer behavior often dictate what
the next service or product will be for a business based on their needs and desires.
insights to understand the factors which influence online purchase
It is clear that the largest SNS providers have incredibly large user bases,
which can be leveraged in terms of innovation strategies for attracting and retaining new consumer
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Attractive and dynamic advertisment
Viral video on social networking website
Online stores linked with social media
Writing success stories on social media
Asking for feedback though SNS
Creating Unique online Campaign
Creating and Leveraging multiple social media
Create Fan pages on SNS
Blogs on social media
68%
74%
78%
79%
11%
32%
26%
13%
22%
21%
5%
9%
8%
No Yes
6502(Print), ISSN 0976 - 6510(Online),
Strategies deployed by marketers for attracting and retaining new customer base
The present study
makes both academic and practical contributions. From an academic point of view, it contributes to
It can also be used by future
The aim of this research is to contribute modestly to a better understanding of the factors
nsumer behavior for online purchase using social media (SNS). The
(Kim and Benbasat, 2003). From a
determinant of the future success for many SNS providers will rest on the ability to
often dictate what
nd desires. Marketing
insights to understand the factors which influence online purchase
It is clear that the largest SNS providers have incredibly large user bases,
for attracting and retaining new consumer
90% 100%
89%
87%
78%
79%
95%
91%
92%
International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 - 6510(Online),
Volume 5, Issue 8, August (2014), pp. 35-46 IAEME
45
7. SCOPE FOR FURTHER RESEARCH
This paper identifies the antecedents of online purchase using SNS. Future researchers may
empirically examine the relationships among the antecedents of online purchase using SNS.
Future research may incorporate the effect of variables like Rewards gains through social media,
virals and Discounts Offers on social media. Further, demographic characteristics like age, income,
sex and education play an important role in shaping a customers online purchase intentions. Future
research may test the effects of these demographic characteristics on the online purchase behavior
using SNS.
This research was carried out only in the city of Pune. It would be important to test the
measures in other cities and parts of India to improve the reliability and validity of the study.
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