Junior Research Symposia

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    Impact of Social Media Marketing on Consumer Buying Decision Making
    (Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Puvendran, A.
    People use social media to share their experiences, reviews, information, advice, warnings, tips and any kind of issues that are interesting to their “connection” or friends. That information is a helpful source, which may influence consumer’s decision-making. Most of studies showed that people use information on social media contents as the guideline for their future purchase. Also, social media is used as advertising for the marketer. Marketers take this advantage and create marketing strategy, which in turn could help them gain more customers. The social media environment is very easy to apply and to reach the reach customer. These benefits give persons convenience to achieve what they are looking for. People tend to believe in what their friends recommend. Posting information could lead their friends to do the same thing or use their information to make decisions. The samples counted 220 respondents are choose by convenient sampling method and from the statistical perspective, the conclusions were established in terms of the univariate and bivariate analysis. Likewise, after doing the complex statistical analysis using SPSS and the analysis offered by the online platform the host of questionnaire, it can be seen how much it is influenced and the real impact of social media marketing reflected in the consumer buying decision making process.
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    Social Media and Marketing: A Working Study
    (Department of Commerce and Financial Management, Faculty of Commerce and Management Studies, University of Kelaniya, 2015) de Silva, D.P.J.I.; Gunasekara, D.T.; Perera, R.M.C.; Malwanna, M.H.S.P.; Sirisena, D.K.C.M.; Welimanna, N.C.N.; Ranasinghe, M.P.C.; Maduranga, R.L.R.
    During different time era’s different methods of communications has developed and changed the everyday life. Social media has become the way of communication in the 21st-century, enabling us to express our thoughts, ideas and feelings in a complete new way. This way of communication have also had a huge impact on corporations, where they have realized that without a proper plan and social media strategy they have no chance to stand out in the rapidly changing digital space. To ensure a successful presence on social media the companies need to take different marketing theories into consideration so that they can boost their brand in diverse aspects. If this can be combined with innovative ways of consumer interaction the companies have a good chance to take the lead in social media marketing. Provided the importance, this study intends to assess the impact of social media activities on marketing effectiveness. The research team investigates the companies which utilizes social media as a marketing tool and intends to achieve the said objective above. The survey is a proposed cross sectional survey and data will be collected from marketing managers by means of a semi structured questionnaire. The proposed study may have important implications to the practice and the theory provided the value and emergence of the field of social media a marketing tool.