Customer Acceptance of Social Media Marketing by Lifestyle Brands in India: A TAM Framework

Management

Social networking platforms have become a significant feature in the everyday lives of millennial customers. These platforms disrupt the routine of the young generation and consume their time and mind space. Marketers thus are interested in using these social networks as a part of their integrated marketing communication strategy to reach out to their existing and potential customers. So social media marketing is fast becoming an important facet of the integrated marketing communications of business houses to market product and service and engage customers to build brand trust and loyalty. Most organisations big or small are vying to be seen and heard on social networking platforms. In this study the researcher has tried to understand how the customers perceive social media marketing activities by brands and its influence on brand following and their intention to buy and thereby comprehend their acceptance of marketing of products and services by lifestyle brands on the social networking platforms with the help of the TAM framework.

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