• HIRANNAIAH.KC

Social media has become a platform that is easily accessible to anyone with internet access and proves out to be an inexpensive platform for the organization to implement marketing campaign. The present paper examines the factors that affecting the social media marketing. The present study is based on primary data collected from two districts of Karnataka namely; Bhadravathi and Shivamogga. Chi-square test applied to test the association between dimension and opinion. It has been found from the study that the awareness of people in Shivamogga about social media marketing is significantly high and at the same time profession also has significant association with awareness about social media marketing. Male consumers have better awareness about social media marketing compared to female. The use of social media for buying is significantly high in Shivamogga compared to Bhadravathi. There is no profession based variation and gender sensitivity in use of social media for buying. Hence, region, occupation and gender are the significant factors in determining the awareness about social media marketing and use of social media for online purchase has been significantly determined by region. Profession and gender are neutrol in determining the use of social media for buying. Therefore, while preparing the strategies for promotion and marketing of the product through social media, companies needs to concentrate on specific region and its specifications and dimensions.

Social Media, Consumerism, Online Buying, Awareness

"Factors and Determinants of Use of Social Media : An Empirical Analysis.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.108-114, December-2018, Available :http://www.jetir.org/papers/JETIR1812917.pdf

"Factors and Determinants of Use of Social Media : An Empirical Analysis.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp108-114, December-2018, Available at : http://www.jetir.org/papers/JETIR1812917.pdf