A Demographic Study on Social Media Consumption Habits in Ahmedabad

- Rajesh Asrani, GLS-PGDM

Abstract:

Internet has become a primary platform for communication. Organizations are increasingly adopting and integrating it with social media as a marketing tool (Castronovo, 2012). Social media has created opportunities for organizations to use their consumers for marketing their brand, product or services. Customer Relationship management through social media is also a prevalent phenomenon (Schmidt, 2011). Social Media in India is growing at a robust 100 percent and is likely to touch 45 million users by 2012. (Dingra, 2011) It’s clear that social media is going to be a growth driver for digital marketing in India.

The current research tries to investigate the social media consumption habits of respondents of different demographics.

Following are the specific aims of this paper:

  1. To understand the consumer behaviour in terms of the usage of social technology with respect to:
    • The preference of specific social media platforms
    • The extent of use of such platforms
    • The purpose (prime activities) of their usage
  2. To evaluate whether demographics such as age, gender and education have any impact on the consumer behaviour patterns as cited in objective (1)
  3. To understand the feasibility of integration of social technology as a tool of promotion

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