Analytical Study On Role of Social Sites in Consumer Engagement in India

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As a marketing tool, social media is becoming more essential. Social media is increasingly being used by merchants to reach adolescents and young adults, proving the significance of include social networking sites (SNSs) in everyday life transactions. In this article, the focus is on analysing Indian customers' social media mindsets and looking at the effect of different extended TAM factors to explain the elements that affect Indian consumers' adoption of SNS. Perceived usefulness had substantial positive impacts, whereas perceived danger had negative consequences, according to the findings. SNS marketing was aided by perceived ease of use and personal fit with companies, although these effects were not statistically significant. This research in India found that creating favourable views is influenced by personal fit with customers, user-friendly websites, and decreasing perceived risk.

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