EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN CONTEXT OF E-COMMERCE

Abstract

The study's major goals are to look into the relationship between customer engagement and independent variables (frequency of visit, quality of content and user experience) for effectiveness of social media marketing in context of Ecommerce. Furthermore, the role of social media in ecommerce marketing also has been studied thoroughly. The hypothesis were generated and tested based on the acquired data in order to accomplish the study's goal. To gather data, this work used a convenience sampling technique and purposive sampling technique to gather response from respondents of varied ages, professions, genders, and academic qualifications. To summarize the data, descriptive statistics were employed, and the connection between the dependent and independent variables was further examined using an inferential statistical analysis. The computed correlation coefficient R is 0.643 which shows that there exists a significant correlation in between dependent and independent variables. The R squared value obtained is 0.413, which shows that the independent variables are influencing by about 41% to dependent variables. The significance value of 0.007 (i.e., p =0.007) is obtained from ANOVA test, which is lower than 0.05. It shows that, there is a statistically significant impact of independent variables (user experience, frequency of visit and quality of content) on dependent variable (customer engagement). The results from multiple correlation analysis are used to accept or reject the hypothesis proposed. Sig or P value of 0.035 has been computed for independent variable frequency of visit (FOV) which is less than 0.05 and hence the proposed hypothesis has been accepted. Independent variable quality of content (QOC) shows a Sig or P value of 0.499 which is greater than 0.05which rejects the proposed hypothesis. Similarly, independent variable user experience (UE) has a Sig or P value of 0.007 which is less than 0.05 and hence the proposed hypothesis has been accepted. The results shows that customer engagement is highly influenced by frequency of visit (FOV) of customers in social media and easy user experience (UE) rather than quality of advertisement content published in social media. The study shows young people are most probable buyers as they are more engaged in social media platform and are more comfortable in using ecommerce platforms. Key Words: Social media marketing, Ecommerce, Customer Engagement, Personalized Recommendation