Determining Interconnecting Role of Social Media Marketing Strategies: A Young Population Study

Abstract

In the rapidly evolving digitalised era organisations and businesses are proactively adopting technological developments and innovative relationships in the marketing sphere. The literature of the study revolves around the key aspects of e-marketing strategies and customer loyalty, marketing influencers in social network, digital marketing and buyer’s behaviour of youth, social media campaign in customer buying pattern, social media network and viral marketing for reinventing effective marketing strategies in the marketing arena. The paper focuses to gauge the impact of social media marketing prospects in digital marketing domain. The study highlights on young population behavioural marketing decisions with an evaluation on the aspects on brand loyalty, perception & trust, and social media benefits on the buying attitudes. The research methodology is exploratory and data collection were done through primary methods through Likert Scaling technique method. The results of Path Analysis projected that the coefficients are positive and connected with Social Media Involvement and Buying Behaviour along with Usage and Influence and Buying Behaviours are mediated by varied factors. The paper highlights key issues of social media marketing strategies with the potential to influence and create opportunities to better understand customers making marketing decisions more effective with incentivise buying. The study upholds social media as an effective mechanism to accelerate new, innovative marketing methods and techniques in the business horizon in the days to come.

Keywords: Social Media, Marketing, Digitalised, Customers, Strategies, Structural Equation Modelling

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