1. INTRODUCTION

In this age of globalisation, as technology is advancing and we also rely more and more on technology for work, marketing via social media is a necessity as now a days most of the people spend quite a lot of time on social media.

Digital marketing offers very innovative ideas to draw customers attention ,they do so by going through the search history of the person and only those advertisements pop up which are relevant to them for e.g. if a person has been searching for flights for a few days make my trip and yatra will pop up advertisements while you open facebook. Digital marketing via social media becomes easier, faster and also is more effective as not all the advertisements are shown.Digital marketing is also less expensive than other modes of marketing as only the creator needs to be paid and no other physical form is required which eventually save a lot of money. Digital marketing has to be used wisely to get desired result as we need to know our target customers for example any automobile company should know which all platforms in social media it needs to target where they can find people who love cars.The biggest advantage of digital marketing is that it can be used by anyone,big or small businesses, hotels, restaurants to promote their business and the customer reviews should be taken into account by them to undergo any change and provide them with a unique experience every time . We can also use blogs and all to promote our stories / experiences .This feedback acts as a blanket for customers, they feel that their demands are being fulfilled and this initiates the chain of loyal customers Firstly we find the different digital media platform, to understand the effect of these models on the digital marketing after this we analyse we use the factual data to affirm the simulation. Finally a number of these simulations are being done in different social media networks with different first hand data after this we analyse the data to find out product market and the final step is to design and implement digital marketing. We can also find how these models understand the inputs of the market based on which the management takes different decisions for each product which it has in the market. There are 10 reasons that provide digital marketing an advantage over other forms of marketing those are performance , presence , pleasure, proximity, pertinent,process, personal, preferences, profit,people. Customers have a very unpredictable behaviour because of which excess or shortage of raw materials can take place.This in turn mean that the operations and marketing team’s needs to be always prepared for the sudden change.Through this paper we intend to study the impact of social networking platforms on consumer behaviour and their purchasing patterns.

2. SYSTEMATIC REVIEW OF METHODOLOGY:

Management based reviews of literature are oftencriticized for partiality and for lacking compactness, while other papers have improved by using a more structured, holistic and fair methodology. Charting the fundamental approaches for a systematic literature review methodology. This paper includes scopeand identifying the process of relevant data.

Overview of Paper :

This paper is based on twomajor criteria namely form and content. Formincludes theoretical articles, research papers.We have excluded reviews, reports, magazines, conference materials, and books. In terms of content, our review is primarily focused on the consumer behavior with respect to social media marketing, specifically their purchase behavior.

Fig 1: Shortlisting relevant research articles for Methodological and Thematic review

Identifying relevant literature:

The process of literature review was conducted in over a week for our topic “Role of social media marketing in Customer Purchase Intent”. For our research we referred 3 databases emerald, Scopus and Ebsco library. These journals were selected on the basis of the quality of papers provided importance for management research. The articles were searched on basis of key words which included “social media”, “marketing”, “customer behavior”, “brand loyalty”, “customer behavior”, “and purchase intent”.

We applied the filters – Source type: Academic Journals, Language: English and Papers dated from the last six years i.e. 2011 to 2017. Considering the extensive amount of literature pertaining to the subject that we discovered, we chose to reduce the time period from the last 10 years to the last 7 – to ensure that the journals so chosen included the most recent developments or findings relating to the subject.

Through this process, we identified a total of 237 papers. From this pool, 112 duplicates papers wereremoved, resulting in an initial sample of 66 papers. This was followed by quick filtration and discarding of papers that did not fit our requirements. To further screen our papers, we did a careful reading of the abstracts of papers identified in the previous step to verify their relevance to the scope of the research. Post this, a sample set of 69 papers was chosen basis the relevance found as per each author’s individual understanding, this was followed by a second round of screening conducted jointly, wherein we further narrowed it down to 22 papers.

Table 1: Database Search Protocol for the period 2011-2017

Database	Scope And Search Criteria	Number of Papers
Emerald	Search: Journals and Abstracts Keywords: “Purchase Intention”, “Social Media” Language: English	63
Ebsco	Search: Abstract and Author Document Type: Article. Language: English Keywords:“Consumer Behavior”, “Social Media Marketing.	96
Scopus	Search: Journals and Abstracts Keywords: “Purchase Intention”, “Social Media” “Consumer Behavior” Language: English	78

Literature analysis results:

We have included 22 articles in our paper, all of them beingpublishedbetween 2011 and 2017. There has been aconsistent growth over last 6 years, showing a familiarpattern of increasing social networking research and its impact on customer behaviour. It is explained by emergences of various social media marketing foresights thathave come up to existence some years ago. The number of papers published in last couple of years has decreased which shows that social media marketing as a concept is quite extensively researched.

Fig 2: Yearly distribution of papers published

3. METHODOLOGICAL REVIEW:

The aim of this review is to provide a holistic analysis of various approaches applied in this paper on, the role of social media marketing on customer purchase intention. The various methods of going forward were taken from previous papers. The articles each were divided in 3 types of research.

• Primarily survey based Quantitative research .

•Combined methods, incorporating quantitative and qualitative methods.

•Concept based researches and objective essays incorporating Non-empirical research.

11 articles were based of social media marketing, 6 on customer behaviour and 5 on purchase intention. Of all papers used in the review process 12 papers were empirical in nature, 6 non – empirical and 4 were qualitative. Previous papers on usage of social media on analysed concept based papers, academic discussions, suggested models, and in depth investigations, charting the path for further theoretical and quantitative research.

Thematic Review:

The following themes emerged from the analysis of research papers shortlisted.

Social media marketing:

Social media marketing is generally utilized by organizations and publicists to sell their products and make people aware of the different kinds of services. Web based promoting highlights, in this way, assume a critical part. As indicated web's fast, ease of use, reduced effort and wide access have added to its commercialization as social media marketing– another stage for creating consideration and mindfulness among purchasers through internet publicizing. Buy expectation increases with 2 factors multimedia, content and good graphic images. Expressed that the qualities of Internet publicizing incorporate consistent accessibility, minimal effort, fun, network, internationalization, connection and two-way correspondence (Brendan James Keegan, 2016).

Greater part of studies constrained to the effect of social media marketing qualities i.e. organize, plan, substance and recurrence on buy conduct. While, it was depicted the unique nature of Internet publicizing regarding brisk access to data, client inclination based data, adaptability to client inclinations and the evolving condition, inclination and buy following and the capacity of framing more grounded associations with clients and in later examinations built up the model in light of three precursors of saw esteem: stimulation, usefulness and disturbance, as variables adding to shopper's assessments of promoting esteems and in this manner demeanour toward ads (Brendan James Keegan, 2016).

The Internet can encourage buyers to convey by giving two-path correspondence amongst sources and shoppers while most conventional media give just one-way correspondence from a source to purchasers. Clients can appreciate better intuitive experience by having flexibility in picking what they need and when they require it on the Internet. At long last, the Internet makes it feasible for clients to feel synchronicity comfortable in speaking with sources by dispensing with restrictions of physical, spatial, separation as in the customary relational correspondence (Wang, 2012).

Enlightening component of Social Media showcasing Informative means the capacity of publicizing to educate shoppers of item choices with the goal that buys yielding the best conceivable fulfilment can be made (Wang, 2012). Online notices highlighting important and clear data are more effective and stable than some other factor in impacting client conduct. Along these lines, showcasing chiefs ought to consider the significance of value and amount of data on online locales while planning their sites for promoting (Usha Ramanathan, 2017).

Amusement highlight of Social Media Marketing Entertainment implies the capacity to full-fill a group of people's requirements for idealism, redirection, stylish happiness, or passionate delight Authors showed that an emotional factor, for example, excitement, could assume a critical part in affecting dispositions towards web based publicizing. (Usha Ramanathan, 2017)

Validity highlight of Social Media Ads shows that positive sentiments toward an social commercial upgrade the notice's believability, while negative emotions result in no positive assessments of the promotion additionally approve Ducoffe's model and stretch out the model to incorporate believability and purchaser socio economics (Asma El Ouirdia, 2015) (Ducoffe, 1996). Validity is appeared to be straight for wardly identified with both promoting quality and state of mind towards publicizing. Statistic factors, for example, school real, age, and sex are appeared to impact just dispositions towards publicizing (Victor Barger, 2016).

Customer Behaviour:

For customer behaviour in social media marketing perception of the product and it price play an important role for purchasing intention. The ways in which people perceive commonly refers to the ways by which they choose, combine, and interpret stimuli into a meaningful and logical picture of the product. The established channels of perceiving things include Exposure, Attention and Interpretation.

With reference to social media marketing, there are two major forms of exposure. The first is advertising exposure. It is known as paid branding endorsements which appear alongside. With reference to paid ads, the challenge is to place brand recall in a target consumer mind (B.N, Brackett, Carr, 2001).

Decisions by consumers about the sort of products they need to buy would be determined by certain prevalent variables like buyer frequency, social strata , level of income and various other factors used to analyze social networking platforms and their capability to achieve the organization endorsing, marketing, and placement targets. (A, 1993).

The other type of exposure in social networking is engagement based communication. This kind of communication points to exposure of newer content and responses as a result of interaction with various users. One prime instance of Exposure in interaction is a Face book Post or YouTube video. The ability for the user to like share or subscribe a product in real time will definitely form an opinion on other people present on the platform. A good review is always helpful for brand management of the product and creates brand loyalty.(Capbell D E, 2008).

For attracting and retaining the users on a distracting and disruptive forum like social network, it is theoretically possible to process executions of fundamental directives in the area of endorsements in social media and advertising. Having said that, there is another side of social media forums which does not exist in networking forums. Dynamic communication and sharing attributes of social networking websites. Due to this activity and ease of information sharing, the whole process of attention seeking becomes more difficult. Corporate do not anymore control the online discussion relating to the product amongst customers(R, 2001).

Perceived brand loyalty emerges as a sensitive relation between buyer and seller which lead to faith, interaction, consistency and the sense of fulfilment. (Ind, 2001) A good approach leads to strong word of mouth leading to satisfaction amongst customers and consumer faithfulness which is often reflected in previous research papers. Few authors suggest a significant bond between consumer fulfilment and behaviour based intentions (Jani and Han, 2014).

Purchase intent:

The literature reviewed so far turned up 6 articles with the theme of Purchase Intent. Baker et al. (2016) studied that negative publicity had the most effect on the customers purchase intention. It was also concluded that social, valence and channel bind the effectiveness of consumer engagement. The strength of the social tie between the communicator and the recipient vastly influences the purchase intentions. It was also reported that, communication thatemployed an informational or a rational approach, lessened the uncertainty of a consumer and increased the possibility of a customer of future purchase intentions(Stevenson, 2000). The price acts as a deciding factor in inducing purchase intention and hence affecting customer satisfaction level. Purchase intent is the probability that a consumer might purchase a service or a product. It is one of the important figures that is measured and monitored in advertising and marketing because brands only spend capital for attracting customers that are in the market for their particular offerings.Firms usually speak with brands about purchase intent that usually come under the category of classifying purchase intent, measuring purchase intent and increasing purchase intent. Purchase intent can not only be measured before a consumer is exposed to an advertisement but also can be measured after the sale and at intervals after the sale. This provides valuable insight about the effectiveness of the offline and online media spending and whether it was actually converting into a purchase or increasing the intent.(Maclnnis, 2005)

4. LIMITATION:

The paper is written form the perspective of buyers and customers who do online shopping. The underlying assumption that people who use internet also use social media websites like facebook, twitter etc. by advertising the ads in this niche segment we aim to understand and attract customers. Secondly as most of the data is secondary in nature there can be error in the judgment and calculation. There can also be error in data collection software like ms excel. We have to use those software for data analysis. The paper measures purchase intent and writes about customer behaviour and social media marketing.

For now the paper only includes audience from India thus the paper is not universally applicable. Also to run a social media marketing campaign analytics is important but to choose correct analytics software is also important. We have in this paper not considered the role of small SMM firms. Also how SMM affects homogenous and non-homogeneous goods is another key area which we have not addressed. For customer’s perception of product is important but perception as a quantity cannot be measured thus it is an arbitrary value.

5. DIRECTIONS FOR FUTURE RESEARCH:

With technology advancing at such a fast pace, the research on social media marketing and customer intent will be the crux of decisions taken by marketers. Demographics as a proxy for people interested in the products has been used for far too many years by marketers. Even with demographic modelling getting more and more sophisticated, it still remains a proxy. Future researches should be aimed at understanding semantic SEO and search engines. Integrating semantic search terms makes the content more readable and prevents repeating keywords multiple times. Intent data is bringing up more avenues for brands to break out of traditional campaign logic. Future research should further compare the impact of traditional media marketing and social media marketing and identify which media exert a stronger impact on the study variables. Future researches should also include cross country developed vs developing analysis as to how social media marketing affects customer intent. Future researchers can consider other aspects of using big data related to social advertisements, social and interest graphs, social sharing and production innovation. Future research should explore, add or modify any of the existing knowledge gaps in this paper or propose new concepts, models that can benefit this subject as a whole.

6. CONCLUSION:

Our research topic was "role of social media marketing in customer purchase intent" we choose this topic as due to the advancement of technology with time, we are becoming more dependent on digital world. One of the key methods for advertising is social media marketing, which is further dependent on customer behaviour and purchase intent. We by researching broadly on these 3 topics read and found out how they were interrelated and how adversely they effect each other. The 4 key attributes of social media marketing which are informative credibility interactive and entertainment effect the purchase intent. How specifically choosing information about a customer helps in determining customer behaviour as well as how customer behaviour can be used as an advantage by analyst to determine his / hers buying pattern. We also realized as to how a brand loyalty creates an attachment by winning the trust, easy to use and value for money. In social media the bonds between seller and customer play a very important role and is one of the most important factors of customer purchase intent, second most determining factor that we found is pricing of that particular product. As marketing is done to increase sales and further profit, a lot of Industries spend a huge amount of money in it. Hence we believe that research upon this topic will be much more debated and researched in the near future, we have just tried to highlight the few major aspects, that we think play a very vital role

7. REFERENCES:

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Received on 19.12.2017 Modified on 08.01.2018

Asian Journal of Management. 2018; 9(1):761-766.

DOI: 10.5958/2321-5763.2018.00119.1

Highlights of Social Media Marketing	Details in the paper	Paper source
Informative	According to creators, data quality is a standout amongst the most imperative components for successful web architecture. It is noticed that temperamental, wrong and lacking data can prompt the disintegration of online client trust. Because of exceptionally educational nature of online promotion, profitable and clear data, they are more effective and stable than some other factor in impacting client conduct. In this manner, showcasing chiefs ought to think of the significance of value and also the amount of data on online while structuring their sites for social media marketing	(Ducoffe, 1996)
Interactivity	Authors recognized intelligence as a special trademark that impacts states of mind toward web based publicizing and noticed that the intelligent idea of online impacts could reinforce the connection between the purchaser and the association	(Ducoffe, 1996)
Entertainment	Authors showed that a full of feeling factor, for example, diversion, could assume a critical part in impacting states of mind towards web based publicizing.	(H. R. Gaber, 2014)
Credibility	Authors recommended that positive emotions toward an online notice improve the promotion's believability, while adverse sentiments result in bad assessments of the marketing industry	(H. R. Gaber, 2014)