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Role of Social Media: Attracting and Engaging Customers in Online Shopping

International Journal of Knowledge Management and Practices

Volume 6 Issue 1

Published: 2018
Author(s) Name: Khagendra Nath Gangai, Neha Tamor, Ajitabh Dash, Rachna Agrawal | Author(s) Affiliation: Assist. Prof., Bhartiya Vidya Bhavan’s Usha & Lakshmi Mittal Instt. of Mgt., New Delhi, India.
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Abstract

Social media have become a hot topic today, and there is barely anybody who hasn’t joined or used a social media platform for one purpose or another. Nowadays, due to the advancement of technology, social media are considered a right way to get the right information at the right time with the customers. Social media give high control to customers as it enables the buyers to gather much more information, watch the views, and compare different products by sitting at home. The aim of present research is to study on social media which attracting and engaging customers in online-shopping behaviour. Therefore, it helps to create new possibilities of doing online business and communicating with customers. The objectives of this research are to: (1) examine the role of social media and their effects on the buying behaviours of customers, (2) know the effect of age on online shopping of customers, and (3) identify the online-shopping strategies for attracting and engaging customers. The study was made from randomly collected 155 samples. These were further divided on the basis of three age groups; 20-34, 35-49, and 50-65. Similarly, we have collected online data from 14 retailers in our sample to know the strategies to attract and engage customers. Data were collected from Delhi and NCR region. The result has shown that social media attract and engage customers as a medium of communication for interaction and share ideas with their family and friends and making business contacts, etc. On the basis of age group, it has shown that age groups of 20-34 and 35-49 were doing more online shopping in comparison to age groups of 50-65. The age group of 50-65 is not the prominent shoppers; also, they were not fond of using social media platforms.

Keywords: Age Group, Online Customers, Online Retailers, Online Shopping, Social Media

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