Exploring the role of social media marketing in building product awareness and adoption
Keywords:
Product Awareness, social identificationAbstract
The goal of study is to learn how SMMAs (social media marketing actions) affect consumers' choice to buy (continuance, participate, and purchase). The role of social identity as a mediator between life satisfaction and other outcomes is also investigated. The people who took part in this research were all regulars on the Indian versions of Facebook and Instagram. The information was gathered by having respondents fill out a questionnaire on their own time. Facebook and Instagram users were recruited via an online group to fill out the survey on the approved online survey software. Structured equation modelling (SEM) was utilised to examine the data acquired from 353. The findings demonstrate that SMMAs play a crucial role in shaping user intent. When it comes to the intentions and aims of social media users, contentment acts as a mediator, and when it comes to social identity, satisfaction acts as a mediator. Insights like this may guide advertising efforts toward more successfully influencing consumer behaviour. In the context of India, this research is the first to employ SMMAs to investigate the relationship between social identity and user pleasure.
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