Main Article Content
Abstract
The growing use of social media amongst the consumers of all ages and geographies has led to an upsurge in the popularity of social media as a tool for the marketing of products and services. Among the significant benefits offered by social media marketing, those of brand equity and customer response remain undisputed in literature. This study aimed to study the effect specifically on the consumer electronics industry of India, which is a fiercely competitive market. The responses of 185 consumers of India’s 5 biggest consumer electronics companies were collected using a close-ended questionnaire. Structural equation modeling (SEM) was applied to the data, followed by testing of the hypothesis. The results of the survey revealed the presence of a positive influence of social media marketing on brand equity as well as consumer response of the consumer electronics industry in India.