Purchase Intention and Learning Environment: Impact of Social Media.

      Аннотация: Social Media revolution has changed the way business and consumer use to interact. Businesses are heavily dependent on these modern consumer communication tools. Marketers will not be able to hide any negative aspects of their product/service. Consumer’s connectivity among themselves are far more fast and strong because of social networks. Therefore, marketers need to go back to the board room to carve out a new marketing plan keeping social media in the centre place.Considering the dynamic external environment, rigid work system, stiff competition, decline in sales, decline in funds, and demand for accountability from stakeholders and customers, perspective of online learning and purchase intention has crept in, and the need of better social media communication is felt.Taking the cue of social media marketing implementation by various organizations elsewhere, their success and problems encountered by them, it is required to assess the need,portability and institutionalization of such practices. There is a lack of well-defined focus and an appropriate road map for institutionalizing the social media marketing.This book helps to understand the hidden aspects of usage of social media

Ключевые слова: consumer behavior, Social Media Marketing, Strategic marketing, user generated content, Firm created content