Social Network Marketing and its Influence on Online Purchase of Grocery Products during Covid-19 Pandemic: Mediating Role of Brand Awareness

Abstract

Digital technologies in the present day have witnessed phenomenal growth in the field of marketing and advertising of products. The online shopping is a relatively growing phenomenon, which is attracting a lot of attention in the present Covid-19 pandemic period. The influence of social networking sites (SNS) is being so widely discussed around the world and a number of studies have been on the use of SNS among consumers in India. Many grocery shoppers are concerned about exposing themselves to Covid-19 by going to stores and have chosen to buy groceries online by either stepping up the online delivery service or pickup services, or by trying for the first time.Several studies have primarily discussed how businesses communicate with consumers, but the gap in the study is whether social media can actually change consumers' knowledge of brands.The aim of this study is to analyze factors that influence the customer in adapting to social networks in order to increase brand awareness and intention to purchase food products online. The paper also examines the mediating role of brand awareness to the relationship of SNS and intention to purchase.