Inﬂuence of Social Media Marketing on Consumer Buying Behaviour: A Case Study of IKEA and Pepperfry

Published in Journal

Shodhaytan (RNTUJ-STN) [RNTUJ-STN] (Vol:15/ Issue: 22) DOI: [NA]
Authors: Akshat Nigam1 Harshita Khemani2 Sagnik Saha3 Shubhangi Saxena4
Subjects: Commerce, Arts, Education, Sociology and Humanities

Year: December-2021
Volume: 15 / Issue: 22
Pages: 1737-1745
Publisher: Shodhaytan(RNTUJ-STN)
Source:
ISSN: 2349-4190
E-ISSN: 2457-0664
DOI: NA
Published URL:
Published On: December-2021

Article Details

Inﬂuence of Social Media Marketing on Consumer Buying Behaviour: A Case Study of IKEA and Pepperfry | Original Article

Akshat Nigam1 Harshita Khemani2 Sagnik Saha3 Shubhangi Saxena4 in Shodhaytan (RNTUJ-STN) | Multidisciplinary Academic Research

ABSTRACT:

ABSTRACT

With increasing neck-to-neck competition among various furniture brands in India, social media promotion techniques help marketers make their brand stand out among its competitors. Now, with nearly 50% of the world's population using social media, it has evolved to be ubiquitous and thus, provides a great platform to communicate, engage and promote sales effectively with a large number of consumers. This article reveals a comparative study of the two biggest rival furniture brands in India: the global giant IKEA and the local start-up Pepperfry, in terms of their social media presence in India and its influence on brand choice and consumer buying behaviour. The study involves a collection of primary and secondary data which reveals the extent of influence of the two brands and highlights the edge of the preferred brand.