A STUDY ON FACTORS AFFECTING CONSUMER ATTITUDE TOWARDS SOCIAL MEDIA MARKETING IN ANDHRA PRADESH

Abstract

Social Media Marketing (SMM) refers to any form of marketing that takes place on social media platforms. SMM is playing a key role in the marketing industry with its interactive social networks. This study aimed towards identifying various factors which affects consumer attitudes towards SMM. A well-structured questionnaire is used as a research instrument to gather the primary data from the graduates & post-graduates, aged between 20-23 years & also gathered secondary data from existing literature reviews. And applied SPSS for data analysis for output. Finally, 5 factors which affects consumer attitude towards SMM were identified.