COBRAs AND PURCHASE INTENTION TOWARDS PASSENGER CARS

Abstract

The use of social media platforms and websites to promote a product or service is a trend for marketers. Social Media Marketing not only allows marketers to reach target market, identify ways to engage existing consumers but also to promote their content. The enthusiasm for marketers to focus on social media marketing is the change in activity of consumers in social media. There is a growing interest from the part of consumers in digital interactivity. Information technology is empowering consumers, and their role is shifting from being passive recipients of information to becoming active generators of information (Stewart and Pavlou, 2002).