significance of social media communication
According to the statistical findings from the sample study, following brands on social networking websites or online blogs and using these platforms for daily engagement with others have a significant impact on consumers' intentions to make a purchase. Additionally, consumers who read user comments and reviews on social networking sites and blogs before making a purchase appear to have a purpose for doing so. In a way, their increased use of social media and frequent tweeting have obliged them to keep themselves informed about the most recent developments in a particular brand's product
Steps to reproduce
The design of the research survey questionnaire for the current study was based on literature reviews. A convenience sampling method was used. In the present study, a total of 15 Likert-based questions were designed, asking the respondents to rank their importance of agreement on a scale of 1 to 5, with ‘1 Strongly Disagree’ and ‘5 as Strongly Agree’. For the purpose of collecting data, a total of 403 respondents from Bangalore City were randomly selected and were administered a structured online questionnaire.