Understanding Social Media Mindset of Consumers: An Indian perspective

Abstract

Social media play increasingly important roles as a marketing platform. In today's world, more and more retailers' use social media to target teenagers and young adults as a result importance of bringing social networking sites (SNSs) as a part of daily life transactions cannot be underplayed. In the present paper the emphasis is upon the analyses of the social media mindset of consumers in India, and examining the impact of various variables of extended TAM in order to explain the variables that influence level of acceptance of SNS by Indian consumers. Results indicated positive and significant effects of perceived usefulness while perceived risk influenced negatively. Further, perceived ease of use and personal fit with brands both found to have a positive effect on marketing through SNS but were not significant. The results of present study in India pointed out that establishing personal fit with consumers and providing userfriendly web sites, and reducing the perceived risk has impact on developing positive attitudes.

Factors Affecting the Adoption of Social Media as a Business Platform: A Study among Student Entrepreneurs in Malaysia

“…A recent study looking into factors that influence consumer’s attitude towards social networking site-based marketing found that PR affects attitude negatively. Based on the above empirical evidences, it can be stated that PR affects the adoption of technology (Mishra & Tyagi, 2015). Therefore, this study assumes that PR affects the adoption of social media as a business platform by student entrepreneurs.…”