Impact of Social Media Marketing On Consumer Behavior: A Comparative Study of Traditional Marketing Channels and Digital Platforms
Impact of Social Media Marketing On Consumer Behavior: A Comparative Study of Traditional Marketing Channels and Digital Platforms
Impact of Social Media Marketing On Consumer Behavior: A Comparative Study of Traditional Marketing Channels and Digital Platforms
in Management Research
2024, Vol. 3, No. 1, pp. 6–11
DOI: 10.54646/bijamr.2024.31
www.bohrpub.com
RESEARCH
*Correspondence:
Harshith Kumar Shetty N,
[email protected]
ORCID:
Harshith Kumar Shetty N,
0000-0001-7321-3240
Today’s businesses are using social media marketing as a powerful method. It would help businesses to achieve
their marketing goals in an effective way. It is possible by leveraging the power of various social media channels.
Social Media Marketing utilizes social media platforms like Facebook, Instagram, WhatsApp, and Snapchat to
advertise products and services. The main aim of social media marketing is to connect with existing customers
and reach new customers. In social media marketing a number of strategies are involved. This comparative study
examines the impact of social media marketing on consumer behavior in comparison to traditional marketing
channels. Through the analysis of data from both digital and traditional channels, the study highlights the significant
impact of social media marketing on consumer behavior. Digital platforms offer more benefits like interactive
communication and customized content, which contribute to increased consumer engagement. The results of
our study demonstrate the significance of utilizing social media marketing to enhance consumer engagement
and satisfaction, presenting valuable insights to marketers in the current digital environment. A well-structured
questionnaire was used to collect responses from 100 respondents in the Dakshina Kannada District of Karnataka
State in this study. Our research revealed that customers are more inclined toward social media marketing than
traditional marketing.
Keywords: social media marketing, traditional marketing, customers
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10.54646/bijamr.2024.31 7
targeted customer relationship management tools: both Marketing such as search engine optimization (SEO), search
customer-to-customer and firm-to-customer. In other engine marketing (SEM), content marketing, influencer
words, while traditional marketing tracks customer value marketing, content automation, e-commerce marketing,
primarily by capturing purchase activity, SMM can track campaign marketing, social media marketing, social media
customer value both directly and indirectly. A few of the optimization, e-mail direct marketing, display advertising,
studies revealed that today the majority of the people e–books, optical disks, and games are becoming more and
influencing various products are because of social media more common in our advancing technology (? ).
marketing. Today people are spending more than two h a
day on social media (2). So, it is an easier and smoother way
to promote the product through social media marketing. 1.2. Research gap
Social media marketing has become an integral part of
the overall marketing strategy for many businesses due From our review, we came to know that there has been no
to its ability to reach and engage a vast audience, provide study conducted in Dakshina Kannada District to find out
targeted advertising options, and foster direct customer consumer behavior and to compare traditional and social
interactions (3). However, it’s important for businesses media marketing platforms. Hence, there is a need for study
to develop a well-defined strategy, tailor content for each on this particular study.
platform, and consistently monitor and optimize their social
media marketing efforts to achieve desired outcomes.
2. Objectives of the study
1.1. Literature review 1. To study the influence of social media marketing on
consumer behavior.
Digital marketing has had a major effect on traditional
2. To compare the effectiveness of traditional marketing
marketing in India, providing businesses with new
and social media marketing.
opportunities to reach and engage with customers
while reducing marketing costs and increasing ROI. 3. To analyze the use and challenges of social media
Limited internet penetration, language diversity, lack of marketing.
standardization, privacy concerns, and skill shortages are
the main challenges of digital marketing (4). People have
a positive mindset toward credible commercials. As a 3. Hypothesis
result, firms should strive to include these characteristics
in their marketing. Appropriate targeting should be done Ho = Personal profile of the respondents is independent of
depending on the age and occupation of consumers to their opinion and perception of social media marketing.
reach out to the audience on social media. Advertisements
can be personalized to increase response and conversion H1 = Personal profile of the respondents is not
rates. Businesses should work to increase engagement on independent of their opinion and perception of social
their social media profiles (5). The use of social media for media marketing.
online customer engagement is a smart strategy that can
be employed by digital marketers in order to emotionally
connect the advertised brand with the users of social media. 4. Scope of the study
Efficient use of social media for marketing communications
can generate a passion for the advertised brands in the social The focus of the study was to find out consumer behavior and
media users’ minds, as well as instigate a brand purchase to compare traditional and social media marketing platforms.
intention (6). The combination of ICT and SMM provides Hence the area of study was Dakshina Kannada District.
a comfort to show positive involvement in the marketing The sample was selected from students, professionals,
and acts according to the scenario. The development of the homemakers, and agriculturists. The study covered all three
Internet and 4G technologies boosts social media in the domiciles, i.e., rural, urban, and semi-urban.
direction of price control in respect of specified products and
services. These circumstances are a firm base for small-scale
industries and entrepreneurship development. Information 5. Research methodology
communication technology in favour of the development
of social media marketing in India (7). Digital marketing It was an empirical study based on both primary and
is cost-effective and has a great commercial impact on secondary data. The primary data were collected using a
the business. Social Media Marketing is a key factor that well-designed and structured questionnaire. Google Forms
guarantees success. businesses can really benefit from Digital was used to collect the data from the sample respondents.
8 Harshith Kumar Shetty
TABLE 1 | Personal profile of the respondents. TABLE 4 | Actively using social media platforms.
TABLE 7 | Factors that make social media marketing more effective TABLE 9 | Drawbacks of social media marketing compared to
or influential compared to traditional marketing channels. traditional marketing channels.
Personalized content and targeting based on 65 65 Trust issues regarding the authenticity and 66 66
user interests and demographics credibility of online advertisements
Interactive and engaging ad formats (videos, 52 52 Information overload due to the abundance 43 43
quizzes, polls) of social media content and ads
Ability to share and receive 39 39 Privacy concerns related to data collection 43 43
recommendations from friends and and targeted advertising
influencers Difficulty in measuring the effectiveness and 32 32
Access to user-generated content and 24 24 return on investment of social media
reviews marketing
Real-time updates and promotional offers 31 31
Source: Primary data.
Other 1 1
TABLE 8 | Frequency of social media marketing ads influences Options Frequency Percentage
purchasing decisions.
Yes 78 78
Options Frequency Percentage
No 5 5
Social media marketing has influenced my purchase decisions 0.594 6.506 10.941*
Social media marketing has increased my exposure to a wider variety of 2.021 5.689 10.551
products/services.
Social media marketing is more effective in influencing my purchasing behavior 2.224 2.332 3.446
than traditional marketing channels.
Social media marketing has influenced me to follow or subscribe to brands’ social 2.907 4.205 6.24
media accounts
Social media marketing has influenced my brand loyalty and repeat purchases 5.285 6.597 4.356
I believe social media marketing delivers accurate and reliable information about 4.757 3.5 11.788
products/services.
Social media marketing has positively influenced my perception of brand 1.139 2.702 4.246
reputation and authenticity.
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