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Research Paper | Management | India | Volume 4 Issue 11, November 2015 | Popularity: 6.9 / 10
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
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