Work

Critical Success Factors of Social Media Marketing: An Analysis of Social Media Marketing Tools

Year: 2024

Type: article

Abstract: : This study aims to identify factors influencing purchase decisions in social media using exploratory factor analysis. A structured questionnaire was completed by 513 social media users and e-commerce food and beverage shoppers. Results showed that "Word of Mouth", "Promotion", "Social Media Influencer", and "Recommendation/ Comments from Peers" influence social media marketing purchases. Findings suggest that companies should invest in social media marketing to enhance earnings and achieve goals, benefiting both small and large companies. The novelty of this paper lies in the author’s contribution to the domain of influence of social media marketing tools. Keywords: Social media marketing tools, Factor analysis, Promotion, Word of Mouth, Social Media Influencer

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.14263732

Authors: Apurva, Meenakshi Sharma

Institution: University of Petroleum and Energy Studies

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W6967607811

FWCI:

Cites:

Cited by:

Related to: