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

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.