THE IMPACT OF CONSUMER INTERACTION ON SOCIAL MEDIA ON BRAND AWARENESS AND PURCHASE INTENTION! CASE STUDY OF SAMSUNG

Abstract: Today about2 billion people are on social media. This made social media a community of 2billionpeople. This revolutionized medium of communication and marketing for the brands. Social media have huge impact on consumer purchase intention. Social media impact the brands marketing strategies and changing the communication channels for the brands. The aim of this research is to identify the factors which are influencing on one of the biggest smart phone brand Samsung customers purchase intention. The results of past researches suggested that maintaining the consumer intention is more challenging on social media. Any annoyance content during the marketing on social media can affect brand image and impact on Consumer loyalty. There are multiple factors which drive the consumer attitude on social media. For conducting this research multi linear regression has been used to achieve the objective of the research and convenient sampling technique has been used by the authors. Primary data was collected from the Universities students of three private universities of KASB institute of technology, IQRA University and SZAB institute of Science and technology. This study suggest that brand should build communication channels on social media platform be respondent to query of the consumer and also lunch time to time social media campaign. Keywords:Opinion Seeking, Viral Advertisement, Annoyance, Brand Page Commitment, Word of Mouth, Brand Awareness, Purchase Intention.