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Title: :  Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework
PaperId: :  11240
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 6 Issue 1 2020
DUI:    16.0415/IJARIIE-11240
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Dr. KRITHIKA G KNational Institute of Fashion Technology, Bengaluru
Dr. SANJEEV KUMAR K MGulbarga University, Kalaburgi

Abstract

Management
social media networks, social media marketing, brand communication, technology acceptance model, purchase intention, brand following, lifestyle brands.
Social networking platforms have become a significant feature in the everyday lives of millennial customers. These platforms disrupt the routine of the young generation and consume their time and mind space. Marketers thus are interested in using these social networks as a part of their integrated marketing communication strategy to reach out to their existing and potential customers. So social media marketing is fast becoming an important facet of the integrated marketing communications of business houses to market product and service and engage customers to build brand trust and loyalty. Most organisations big or small are vying to be seen and heard on social networking platforms. In this study the researcher has tried to understand how the customers perceive social media marketing activities by brands and its influence on brand following and their intention to buy and thereby comprehend their acceptance of marketing of products and services by lifestyle brands on the social networking platforms with the help of the TAM framework.

Citations

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IJARIIE Dr. KRITHIKA G K, and Dr. SANJEEV KUMAR K M. "Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework" International Journal Of Advance Research And Innovative Ideas In Education Volume 6 Issue 1 2020 Page 342-350
MLA Dr. KRITHIKA G K, and Dr. SANJEEV KUMAR K M. "Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework." International Journal Of Advance Research And Innovative Ideas In Education 6.1(2020) : 342-350.
APA Dr. KRITHIKA G K, & Dr. SANJEEV KUMAR K M. (2020). Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework. International Journal Of Advance Research And Innovative Ideas In Education, 6(1), 342-350.
Chicago Dr. KRITHIKA G K, and Dr. SANJEEV KUMAR K M. "Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework." International Journal Of Advance Research And Innovative Ideas In Education 6, no. 1 (2020) : 342-350.
Oxford Dr. KRITHIKA G K, and Dr. SANJEEV KUMAR K M. 'Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework', International Journal Of Advance Research And Innovative Ideas In Education, vol. 6, no. 1, 2020, p. 342-350. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/Customer_Acceptance_of_Social_Media_Marketing_by_Lifestyle_Brands_in_India__A_TAM_Framework_ijariie11240.pdf (Accessed : 20 June 2020).
Harvard Dr. KRITHIKA G K, and Dr. SANJEEV KUMAR K M. (2020) 'Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework', International Journal Of Advance Research And Innovative Ideas In Education, 6(1), pp. 342-350IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/Customer_Acceptance_of_Social_Media_Marketing_by_Lifestyle_Brands_in_India__A_TAM_Framework_ijariie11240.pdf (Accessed : 20 June 2020)
IEEE Dr. KRITHIKA G K, and Dr. SANJEEV KUMAR K M, "Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework," International Journal Of Advance Research And Innovative Ideas In Education, vol. 6, no. 1, pp. 342-350, Jan-Feb 2020. [Online]. Available: http://ijariie.com/AdminUploadPdf/Customer_Acceptance_of_Social_Media_Marketing_by_Lifestyle_Brands_in_India__A_TAM_Framework_ijariie11240.pdf [Accessed : 20 June 2020].
Turabian Dr. KRITHIKA G K, and Dr. SANJEEV KUMAR K M. "Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 6 number 1 (20 June 2020).
Vancouver Dr. KRITHIKA G K, and Dr. SANJEEV KUMAR K M. Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2020 [Cited : 20 June 2020]; 6(1) : 342-350. Available from: http://ijariie.com/AdminUploadPdf/Customer_Acceptance_of_Social_Media_Marketing_by_Lifestyle_Brands_in_India__A_TAM_Framework_ijariie11240.pdf
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