Factors affecting people’s behaviour towards environmental campaigns using social media in India / Nikhil SHARMA / 2019

Titre : Factors affecting people’s behaviour towards environmental campaigns using social media in India Type de document : Mémoire Auteurs : Nikhil SHARMA, Auteur Année de publication : 2019 Importance : 47 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management INDE ; CAMPAGNE PUBLICITAIRE ; PROTECTION DE L'ENVIRONNEMENT ; COMPORTEMENT DU CONSOMMATEUR ; MEDIA Résumé : The study on “Factors affecting people’s behaviour towards environmental campaigns using social media in India” was done by conducting an online survey through a questionnaire consisting adequate questions and analysing responses in the Western part of India. The main motive of the study is, • To know the factors responsible for changing behaviour in consumers towards environmental campaigns through the social media platform. • To know the key marketing strategies focused on environmental campaigns in India. A survey-based empirical study consisted responses given by 63 respondents are studied and suggestions were made in order to understand the behaviour of Indian people towards environment. The consumer habits on social media platforms were studied in association with environmental campaigns to understand the major reasons and triggers for their change in behaviour. The results of the study show that consumers on social media had positive association if they are more aware of the campaigns. Consumer behaviour was mainly affected by the family and friend’s association with the campaigns and recall about the past campaigns. Finally, the research concludes by giving recommendations on factors responsible for this behaviour and how to engage with different types of audiences by social media marketing and also by having more presence of environmental campaigns on various social media platforms. Note de contenu : MSc In Marketing French Excellence: Bibliogr: P.45-47 Programme : MSc Supply Chain Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503044