تلخیص
The study was carried out to explore the attitude of the customer
towards social media marketing. The study was conducted on the
local and international customers. The local customers were
approach in the local community and the public and private sector
universities and different business centers. The international
customers were contacted from the social media from the personal
contacts and also from the referrers. As the study was based on the
huge or easy say unlimited population in the both local and
international markets, so in this case the study used random
sampling technique and selected 1000 customers from the local
and international markets for the data collection. The study used to
check the customer’s perception towards social media marketing.
The study used the closed ended questionnaire for the data
collection. The regression technique used to answer the questions.
The findings of international customer show that the customer
expectation and brand awareness have significant effects on the
social media marketing and customer expectation and brand
awareness have significant effects on the social media marketing in
the local customers.
Muhammad Asad Khan. (2019) The Perception of the Customers toward Social Media Marketing: Evidence from Local and International Media Users , Journal of Managerial Sciences, Volume 13, Issue 1.
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