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- W3015096600 abstract "Social Media Marketing is an essential mode of marketing for companies of all types and sizes. It serves as an effective medium of communication between seller and customer. Big and branded companies opt for this way to reach customers in various possible ways. In this study, our focus is on people having family or personal business. We want to study whether they are aware of this concept and using it for betterment of their business status. Our objective is to study the impact of demographic factors on the knowledge and usage of Social media as a tool of marketing taking a sample of 165 persons engaged in business. The sample was collected by means of a questionnaire for nine months in 2019 in and around Kolkata. All the respondents were female and hence the demographic factors like age, education, resident and marital status were concerned. Various charts are used to represent data in various ways, statistical test like Chi-square Homogeneity test has been conducted for each of the demographic factors. Regression Analysis had been done to find out the significant factors impacting knowledge and usage of social media marketing. Knowledge and usage did not vary much between married and single people and also for people living in urban and semi-urban areas. Impact of age and marital status are significant on knowledge about SMM while impact of other factors is insignificant." @default.
- W3015096600 created "2020-04-10" @default.
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- W3015096600 date "2020-03-26" @default.
- W3015096600 modified "2023-09-24" @default.
- W3015096600 title "An Empirical Study to Analyse the Effect of Demographic Factors on Knowledge and Usage of Social Media Marketing among Businessmen" @default.
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