Impact of Social Media Marketing on Brand Awareness Indurable Goods - A Study of Customers of Electronic Products In himachal Pradesh

Abstract

The usefulness of social media is not only recognized by young people or students but
Business men/women, teachers and even politician also use this tool to get their message
across. It is now becoming an aspect of political campaign, public policy, national defence
strategies etc. Social media offers marketers a voice and a way to communicate with
customers. It personalizes the "brand" and helps business to spread your message in a
conversational way. Brand increase awareness with social media marketing by maintaining a
vigorous presence in the social spaces where target customers live. The research aimed to
study the impact of social media marketing on brand awareness in durable goods (electronic
products) and make the suggestion to the stake holders for effective use of social media
marketing. The primary data for this study has been collected through a questionnaire.
Sample of 600 customers has been selected out of the total population living in three districts
of Himachal Pradesh i.e. 29,64,620.The study observed that most of the customers
irrespective of their gender, age, education, occupation and income have opined that they
have moderate impact of social media marketing on brand awareness, All are accepting on
line shopping, and social media sites provide latest information about they want to shop.