Comprehensive Analysis of Sales Promotional Activities: Strategies and Their Impact on Consumer Behavior With Reference to Tata Motors
Year: 2025
Type: article
Abstract: Many newspapers and television stations have seen a decline in viewership due to the rise of social media, which has presented significant problems for conventional print and broadcast media as promotional vehicles. Political and corporate marketers alike have begun to utilise social media in some capacity for advertising their wares. Examining how political parties and businesses use social media for advertising purposes is the overarching goal of this study. Because of the qualitative character of the data obtained, this study is exploratory in character. Two political parties and two businesses were interviewed for this study. Using Man gold and Faulds's new communication paradigm as a starting point, we enquired about their social media strategies for implementing each component of the promotional mix. Companies and political parties used social media for advertising in very similar ways, according to the results. When it came to social media, the statistics indicated that political parties were more concerned with public relations and personal marketing via online connections with voters than corporations were. In spite of the many advantages of social media marketing, this study shows that political parties and businesses alike continue to depend on more conventional forms of advertising. Find out how much of an effect marketing campaigns have on people's choices to use the platform, both to make and purchase content. Decisions inside and between users are explained by the model as functions of consumer traits and marketing efforts, allowing for individual-level choices to be interdependent. We compared four different kinds of marketing campaigns: price discounts, PR, content creator referrals, and company internet activity. While PR and recommendations from content creators have a substantial impact on all user choices, we find that price discounts are particularly effective in influencing sales. One intriguing aspect of the data is that, when promotional activities are not taking place, the price distribution under display or feature advertising is first order stochastically more pronounced than that under other conditions. Our proposed theoretical model is capable of producing an equilibrium that agrees with the data shown above.
Author: IJBAR
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6930821620
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