Role of Social Media Marketing on Consumer Purchase Intention

The social media is a potential platform for connecting people’s with other known and unknown individuals, organizations, marketers and consumers. The extent to which social media allows to interact affect the consumer’s response. Though the interactions may be of direct or indirect in nature; direct interactions can create relatively more social behaviors like sharing photographs, like the pictures and then comment on social media. However, the strategies followed in indirect interactions are more passionate and it comprises of less social behaviors. It can include, following of the pages of eminent personality, pages of organizations, and advertisements of a product. The process of following a social media pages can even connect consumers without scheduling a direct conversation with them. Recently, trending content has also been a mode to interact with current happenings. In this paper, it has been proposed that social media can have impact on marketing strategies by feeling of connectedness with consumers, interactions on social media pages to influence brand through e-WOM, and consumer perception towards social interactions. The paper depicts about the impact of cognitive social identity on consumers purchase intentions which is mediated by affective social identity.