Social Networking's Efficiency In Creating And Executing Marketing Strategies
Keywords:
Social Networking, Marketing Strategies, Digital Marketing, Social Media Efficiency, Marketing PerformanceAbstract
Marketing is increasingly concerned with relationships, participation and continuous communication rather than only with the sale of products. This examines social networking as a strategic marketing instrument and considers its role in creating and executing marketing strategies.
The study uses a quantitative approach based on a structured questionnaire and secondary sources. The examination of platforms preference, demographic differences, consumer interaction, promotional exposure and motivations for social networking. Statistical procedures reported and include frequency analysis, percentage analysis, one-sample t-test, one-way ANOVA, chi-square analysis, exploratory factor analysis and structural equation modelling.
The findings indicate significant differences in platform preference and meaningful relationships between social networking behavior and respondent characteristics. The study also identifies peer feedback, reviews, information sharing, entertainment, companionship and professional advancement as relevant dimensions of social networking use.
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