JJEM: Special Edition 4 (May 2025)
JJEM: Special Edition 4 (May 2025)
2025-05-31
Navigating Role of Social Media Marketing On Customer Purchase Intention With Reference To Eco- Tourism in Karnataka
Dr. .Ravi I A , Dr. Devananda H M
The impact of marketing by social media has become a very important of modern society, significantly impacting on buying behavior of customers , these tools helps in gathering information and proceedings towards purchase .many organization uses , social media to reach their target customers, influencing buyer behavior and their buying decisions, feelings , and customer engagement, particularly among the millennial generation . Considered study helps to systematically identifying the navigating role of social media marketing on consumer purchase intention. Along with it also identifies the numerous factors within social media that affect purchase intention and identifies mediating role in this relationship. Marketing research has focused on using social media to motivate consumers' purchase intentions and maintain consumer loyalty. The earlier studies have identified the some significant impacts of social media on consumers' behaviors. However, few focus on purchase intentions and decisions. This work explore how social media can ultimately market consumer purchase journey by influencing consumer trust, perception, motivation, attitude towards product and services. Hopefully, this paper also can provide some ideas for enterprises of eco-tourism service providers to formulate their strategy, optimize marketing plans, and improve brand benefits and corporate earnings in the increasingly fierce social media marketing competition.
Social media marketing, consumer behavior, Eco - tourism, Motivation, perception, consumer trust