Downloads: 113
Research Paper | Management | India | Volume 4 Issue 11, November 2015
Impact of Social Media Marketing on Business Exposure and Customer Response: A Study on Educational Institutes of Chhattisgarh
Dr. Ashok Kumar Chandra, Monal Deshmukh
Abstract: This study aims to determine the impact of social media marketing on business exposure and customer response of educational institutes of Chhattisgarh. Business Exposure and Customer Response are considered as the dependent variables & social media marketing is considered as the independent variable. A survey-based exploratory and causal research design was used. A research instrumentof 28 items was generated comprising of 17 items for three antecedents of independent variable i. e. peer communication, perceived product informativeness and product involvement and 6 items for dependent variable i. e. business exposure and 5 items for customer response. The data was collected from prospect customer i. e. students and their parents of selected educational institutes of Chhattisgarh through structured questionnaires. Factor analysis with principal component extraction method with promax rotation was used to determine the validity and cronbachs coefficient alpha to determine the reliability of the instrument. Regression analysis was used to determine the causal relationship between the independent and dependent variables. The study also aims to suggest strategies to increase the Business Exposure and Customer Response of the Education Institutes.
Keywords: Social Media Marketing, Business Exposure, Customer Response, Educational Institutions
Edition: Volume 4 Issue 11, November 2015,
Pages: 1746 - 1756
How to Cite this Article?
Dr. Ashok Kumar Chandra, Monal Deshmukh, "Impact of Social Media Marketing on Business Exposure and Customer Response: A Study on Educational Institutes of Chhattisgarh", International Journal of Science and Research (IJSR), https://www.ijsr.net/get_abstract.php?paper_id=NOV151761, Volume 4 Issue 11, November 2015, 1746 - 1756
How to Share this Article?
Similar Articles with Keyword 'Social Media Marketing'
Downloads: 90
Informative Article, Management, India, Volume 9 Issue 11, November 2020
Pages: 1636 - 1638Effectiveness of Social Networking as a Marketing Promotional Tool in Post COVID Era of Business
Jainy Rajan
Downloads: 115
Research Paper, Management, India, Volume 4 Issue 2, February 2015
Pages: 2025 - 2029Role of Web Based Promotional Tools in Educational Sector: An Indian Scenario
Monal Deshmukh, Dr. Ashok Kumar Chandra
Similar Articles with Keyword 'Customer Response'
Downloads: 129
Research Paper, Management, India, Volume 3 Issue 11, November 2014
Pages: 1896 - 1898A Study on CRM Practices in Apparel Retail Sector in Bangalore
Dr. A. Kumudha, Barkath Unissa.A
Downloads: 143
Research Paper, Management, Botswana, Volume 6 Issue 2, February 2017
Pages: 1815 - 1824The Effect of Customer Loyalty Programs on Customer Satisfaction in the Mobile Telecommunications Sector in Botswana
Abba Sungirirai, Douglas Chiguvi, Loyd Sungirirai
Similar Articles with Keyword 'Educational Institutions'
Downloads: 105
Informative Article, Management, Pakistan, Volume 3 Issue 9, September 2014
Pages: 1404 - 1408Organizational Analysis of Private Nursing Educational Institution in Karachi, Pakistan
Laila Akber Cassum, Mohammed TahirSaleem
Downloads: 119
Informative Article, Management, India, Volume 4 Issue 7, July 2015
Pages: 593 - 594Corporate Measures for Indian Universities: A Boon or Curse
Rudra Prasanna Mohapatra
Similar Articles with Keyword 'Social'
Downloads: 1
Research Paper, Management, Turkey, Volume 10 Issue 6, June 2021
Pages: 422 - 431An Empirical Research on the Relationship between Dark Personality Traits (Dark Triad) and Impression Management of Employees at Small and Medium Companies in Riyadh - King Saudi Arabia
Raed Kamhia, Dr. Murat Unanoglu
Downloads: 1
Research Paper, Management, Philippines, Volume 10 Issue 8, August 2021
Pages: 146 - 151Promoting Employee Wellness in the Midst of COVID-19 Pandemic
Genesis Z. Macapagal
Similar Articles with Keyword 'Media'
Downloads: 134 | Monthly Hits: ⮙1
Research Paper, Management, Sierra Leone, Volume 9 Issue 2, February 2020
Pages: 1553 - 1557How Organizational Structures Affect Project Outcomes
Crispin George
Downloads: 2
Research Paper, Management, Morocco, Volume 10 Issue 8, August 2021
Pages: 54 - 61Operational Risk Management: Practical Case of Insurance Intermediaries
Ait SOUDANE Jalila, Essaidy Mohammed, KATFI Otmane
Similar Articles with Keyword 'Marketing'
Downloads: 1
Research Paper, Management, Indonesia, Volume 10 Issue 9, September 2021
Pages: 1467 - 1470Analysis of Marketing Strategy for Saving Product at Bank Mandiri during the COVID-19 Pandemic Using NVIVO12 as an Analysis Tool
Ratih Mandasari Seflinau
Downloads: 43
Research Paper, Management, Morocco, Volume 3 Issue 9, September 2014
Pages: 2446 - 2449Role of Marketing Information Systems in Supporting Decisions of Business Managers: Verification Test on the Case of Agribusiness in Agadir City, Morocco
M'barka BOUHOUILI; Ali RACHIDI; Mostapha AMRI
Similar Articles with Keyword 'Business'
Downloads: 136
Research Paper, Management, Mexico, Volume 4 Issue 11, November 2015
Pages: 635 - 644Empirical Study of the Top Management, their Skills and Abilities Case: Firms in Cuernavaca, Morelos. Mexico
Augusto Renato Perez Mayo PhD, Jose Alberto Hernandez Aguilar PhD, Luz Stella Vallejo Trujillo PhD
Downloads: 0
Research Paper, Management, India, Volume 9 Issue 11, November 2020
Pages: 1577 - 1581Global Challenges and Opportunities Post Pandemic
Rebecca F. D'souza
Similar Articles with Keyword 'Exposure'
Downloads: 90
Informative Article, Management, India, Volume 9 Issue 11, November 2020
Pages: 1636 - 1638Effectiveness of Social Networking as a Marketing Promotional Tool in Post COVID Era of Business
Jainy Rajan
Downloads: 115
Review Papers, Management, India, Volume 4 Issue 8, August 2015
Pages: 2044 - 2046Study of Effectiveness of Management Courses in Generating Job Opportunities
Mamta R. Kamble, Dr. R. K. Cham
Similar Articles with Keyword 'Customer'
Downloads: 233 | Monthly Hits: ⮙2
Research Paper, Management, Sierra Leone, Volume 9 Issue 3, March 2020
Pages: 102 - 106The Significance of Auditing in Project Management
Crispin George
Downloads: 0
Research Paper, Management, India, Volume 9 Issue 11, November 2020
Pages: 1577 - 1581Global Challenges and Opportunities Post Pandemic
Rebecca F. D'souza
Similar Articles with Keyword 'Response'
Downloads: 152 | Monthly Hits: ⮙2
Research Paper, Management, Sierra Leone, Volume 9 Issue 2, February 2020
Pages: 973 - 978The Essence of Risk Identification in Project Risk Management: An Overview
Crispin George
Downloads: 1
Research Paper, Management, Turkey, Volume 10 Issue 6, June 2021
Pages: 422 - 431An Empirical Research on the Relationship between Dark Personality Traits (Dark Triad) and Impression Management of Employees at Small and Medium Companies in Riyadh - King Saudi Arabia
Raed Kamhia, Dr. Murat Unanoglu
Similar Articles with Keyword 'Educational'
Downloads: 2
Research Paper, Management, Indonesia, Volume 3 Issue 6, June 2014
Pages: 529 - 534E-Business Analysis of Garut University (UNIGA) Using the Business Model Canvas
Maghfirah, Dini Turipanam Alamanda, Adhi Prasetio, Fajar Prabowo, Abdullah Ramdhani
Downloads: 2 | Weekly Hits: ⮙1 | Monthly Hits: ⮙2
Informative Article, Management, India, Volume 10 Issue 10, October 2021
Pages: 320 - 322A Study About the Work - Life Balance of Women Employees
Pavithra G
Similar Articles with Keyword 'Institutions'
Downloads: 165
Research Paper, Management, India, Volume 7 Issue 6, June 2018
Pages: 958 - 964A Comparison between Engineering and Arts Faculty in Knowledge Sharing
J Antonette Asumptha, M Punniyamoorthy, Collin Joseph Xavier M
Downloads: 0
Research Paper, Management, India, Volume 9 Issue 11, November 2020
Pages: 1577 - 1581Global Challenges and Opportunities Post Pandemic
Rebecca F. D'souza