Article: Massive marketing in social media: the influence on sentiments and attitude toward the brand Journal: International Journal of Intellectual Property Management (IJIPM) 2023 Vol.13 No.3/4 pp.302 - 319 Abstract: Social media research has mostly concentrated on defining this trend through the interpretation of new concepts and terminology that compose its basics and exploring the impact of a company's introduction of social media on consumer behaviour because it has only recently emerged within the last millennium. A simple random sampling method was used to acquire the data from 556 people who have purchased fashion products. The research questionnaire was used to obtain the necessary information. Based on the data, it appears that most of the customers at retail fashion stores were middle-aged women in the private sector who were between the ages of 30 and 45. A marginally significant positive correlation between the purposes of this study was to examine how social media channels may inspire original products. Its goals were to gauge consumers' familiarity with the brand and to encourage them to make purchases. Consumers can benefit from businesses' inventiveness in both pre- and post-purchase contexts, as shown by the results. Inderscience Publishers - linking academia, business and industry through research

Title: Massive marketing in social media: the influence on sentiments and attitude toward the brand

Authors: B. Lakshmi; Yabesh Abraham Durairaj Isravel; D. Chitra; V. Mahalakshmi

Addresses: Department of Management Studies, Panimalar Engineering College, Chennai, India ' Department of Management Studies, Panimalar Engineering College, Chennai, India ' Department of Management Studies, Panimalar Engineering College, Chennai, India ' Department of Management Studies, Panimalar Engineering College, Chennai, India

Abstract: Social media research has mostly concentrated on defining this trend through the interpretation of new concepts and terminology that compose its basics and exploring the impact of a company's introduction of social media on consumer behaviour because it has only recently emerged within the last millennium. A simple random sampling method was used to acquire the data from 556 people who have purchased fashion products. The research questionnaire was used to obtain the necessary information. Based on the data, it appears that most of the customers at retail fashion stores were middle-aged women in the private sector who were between the ages of 30 and 45. A marginally significant positive correlation between the purposes of this study was to examine how social media channels may inspire original products. Its goals were to gauge consumers' familiarity with the brand and to encourage them to make purchases. Consumers can benefit from businesses' inventiveness in both pre- and post-purchase contexts, as shown by the results.

Keywords: social media; sentimental contents; marketing; attitude shift; brand; elaboration likelihood model; consumers' responses; social media platforms; social entrepreneurship; abilities.

DOI: 10.1504/IJIPM.2023.134057

International Journal of Intellectual Property Management, 2023 Vol.13 No.3/4, pp.302 - 319

Received: 27 Jun 2022
Accepted: 08 Nov 2022
Published online: 10 Oct 2023 *

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Title: Massive marketing in social media: the influence on sentiments and attitude toward the brand

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