Author(s): Dr. Shobha Pandey and Dr. Ruchita Pangriya

Abstract: Social media is now an essential component of every organisation due to its pervasiveness. Every organisation, large or small, employs a social media strategy in some form or another. However, the ability of advertisers to continually come up with fresh ideas has been constrained by a lack of knowledge regarding the usefulness of social media platforms as well as the qualities that draw customers. The perception evaluation of consumers regarding various platforms is still in nascent stage. The chosen social media platforms are Facebook, Twitter, LinkedIn, YouTube, Company Portal and Consumer Opinion Forums based on their ranking on Alexa. The study was conducted on 250 dynamic online media users of Delhi, India. The spatial map was obtained, shows the perspective of various social media platforms based on two dimensions i.e., enjoyment and usefulness. Further attribute-based perceptual mapping was performed using discriminant analysis and chosen social media platforms were categorised using eight predefined attributes. The results of this study will help to the social media managers advertisers, and brand managers to design the best strategy to advertise their products on various social media platforms. Also, it will we useful to measure users’ perception about social media platforms based on attributes. The study can be useful to the marketers, advertisers, and brand managers in designing advertisements on social media sites by embedding certain essential features.

Pages: 115-123 | Views: 212 | Downloads: 6

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