Date of Award

1-1-2013

Document Type

Open Access Thesis

Department

Retailing

First Advisor

Jiyeon Kim

Abstract

Social Media has today become one of the fastest and strongest networking and communication tools. Companies realizing the importance of this new marketing revolution have also ventured into the world of social media. Thus, the purpose of this study is to examine the effect of social media marketing on user's attitude towards the brand present on social media and their purchase intentions from the brand. The relevance of this study will provide great insights to retailers with regard to using multiple social media sites and their features to successfully market their products, retain and grow their customer base.

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