Arseam

International Journal of E Government & E Business Research

AWARENESS OF CONSUMER TOWARDS SOCIAL MEDIA MARKETING

Dr. Praveen Dhiman , Sweety

Dr. Praveen Dhiman, Assistant Professor, School of Commerce and Management, Starex University, Gurugram

Sweety, Research Scholar, Starex University Binola (Gurugram), Haryana

DOI : https://doi.org/10.5281/zenodo.17414424 Page No : 01-14

Published Online : 2025-10-22

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ABSTRACT

Social media marketing has been more popular worldwide because of its distinctive features. The procedure has been made simpler by the digital revolution, and social media platforms have significantly increased the possibility of increasing consumer awareness. The use of these channels to communicate with customers and prospects, increase awareness, and direct traffic is known as social media marketing. These discussions take place on a variety of channels, including Facebook, Twitter, and others. Social media sites like pinterest and LinkedIn, among others, not only influence users but also help them engage with the produced marketing statistics. Individuals become loyal to a brand. Social networking sites compared to standard pop-up and banner advertisements. The first step is effective customer awareness; without it, success is impossible to raise sales volume or enhance a brand's reputation. To find out how much the marketing raises customer awareness and encourages sales, information must be gathered. It is important to understand the importance of constant ad visibility across social media networks. This article examined how much brand involvement on social media affects consumer awareness and how the platform has helped to make this happen. 158 respondents in Delhi received structured questionnaires to examine their social media activity, which enhanced the brand's standing in customers' minds.

Keywords: Social Media Marketing, Consumer Awareness, Household Goods

References

ALI, Z., SHABBIR, M. A., RAUF, M., & HUSSAIN, A. (2016).To Assess the Impact of Social Media Marketing on Consumer Perception.International Journal of Academic Research in Accounting, Finance and Management Sciences, 6(3), 69–77. https://doi.org/10.6007/ijarafms/v6-i3/2172
Ardiansyah, F., &Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness.JEMA: JurnalIlmiahBidangAkuntansi Dan Manajemen, 17(2), 156. https://doi.org/10.31106/jema.v17i2.6916
BİLGİN, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Joshi, Parikshit; Suman, S K and Sharma, M. (2014).Au tho r C op y Au tho y. May.
Keegan, B. J., & Rowley, J. (2017).Management Decision Evaluation and decision making in social media marketing Article information.Management Decision, 55(1), 15–31. https://doi.org/10.1108/MD-10-2015-0450
Maria, S., Pusriadi, T., &Darma, D. (2020).The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy.KnE Social Sciences, 2020, 26–55. https://doi.org/10.18502/kss.v4i3.6373
Samuel, E. C., Patience, O. D., & Cyrus, E. N. (2022).The Role of Social Media on Covid-19 Awareness.International Journal of Science and Management Studies (IJSMS), September 2017, 135–139. https://doi.org/10.51386/25815946/ijsms-v5i3p127
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(November 2017), 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001
Tchelidze, L. (2023). Influence of Brand Activities through Social Media on Consumer Awareness.Journal of International Business Research and Marketing, 8(1), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.81.3001
Tritama, H. B., &Tarigan, R. E. (2016).The Effect of Social Media to the Brand Awareness of a Product of a Company.CommIT (Communication and Information Technology) Journal, 10(1), 9. https://doi.org/10.21512/commit.v10i1.1667
Voorveld, H. A. M., van Noort, G., Muntinga, D. G., &Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54. https://doi.org/10.1080/00913367.2017.1405754

Cite this article as: Dhiman P & Sweety (2025), “awareness of consumer towards social media marketing”, International Journal of E-Government & E-Business Research, Vol. 10, Issue 2, 2025, pp 01-14, DOI: https://doi.org/10.5281/zenodo.17414424

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References

ALI, Z., SHABBIR, M. A., RAUF, M., & HUSSAIN, A. (2016).To Assess the Impact of Social Media Marketing on Consumer Perception.International Journal of Academic Research in Accounting, Finance and Management Sciences, 6(3), 69–77. https://doi.org/10.6007/ijarafms/v6-i3/2172
Ardiansyah, F., &Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness.JEMA: JurnalIlmiahBidangAkuntansi Dan Manajemen, 17(2), 156. https://doi.org/10.31106/jema.v17i2.6916
BİLGİN, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Joshi, Parikshit; Suman, S K and Sharma, M. (2014).Au tho r C op y Au tho y. May.
Keegan, B. J., & Rowley, J. (2017).Management Decision Evaluation and decision making in social media marketing Article information.Management Decision, 55(1), 15–31. https://doi.org/10.1108/MD-10-2015-0450
Maria, S., Pusriadi, T., &Darma, D. (2020).The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy.KnE Social Sciences, 2020, 26–55. https://doi.org/10.18502/kss.v4i3.6373
Samuel, E. C., Patience, O. D., & Cyrus, E. N. (2022).The Role of Social Media on Covid-19 Awareness.International Journal of Science and Management Studies (IJSMS), September 2017, 135–139. https://doi.org/10.51386/25815946/ijsms-v5i3p127
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(November 2017), 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001
Tchelidze, L. (2023). Influence of Brand Activities through Social Media on Consumer Awareness.Journal of International Business Research and Marketing, 8(1), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.81.3001
Tritama, H. B., &Tarigan, R. E. (2016).The Effect of Social Media to the Brand Awareness of a Product of a Company.CommIT (Communication and Information Technology) Journal, 10(1), 9. https://doi.org/10.21512/commit.v10i1.1667
Voorveld, H. A. M., van Noort, G., Muntinga, D. G., &Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54. https://doi.org/10.1080/00913367.2017.1405754

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AWARENESS OF CONSUMER TOWARDS SOCIAL MEDIA MARKETING

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