HETEROGENEOUS MARKETING APPROACHES IN SOCIAL MEDIA MARKETING; AN EXAMINATION OF CUSTOMER VALUE

Mankeshva Saini; Krishna Kumar TP; Saravanan K; Vinothalakshmi J.; Suman Roy Barman; Roop Raj

doi:10.29121/shodhkosh.v5.i6.2024.1979

Authors

Mankeshva Saini Assistant Professor, Department of Commerce and Management, Maharaja Ganga Singh University, Bikaner, Rajasthan – 334004.
Dr. Krishna Kumar TP Professor & Head, Department of Master of Business Administration (MBA), Nehru School of Management @ Nehru College of Engineering and Research Centre. Pampady, Thiruvillwamala, Thrissur - 680588
Dr. Saravanan K Assistant Professor, Department of Civil Engineering, Dhanalakshmi Srinivasan College of Engineering and Technology, Mamallapuram – 603104
Dr. J. Vinothalakshmi Assistant Professor, Department of Business Administration, Tiruppur Kumaran College for Women, S.R.Nagar,Mangalam Road, Tirupur-641687
Dr. Suman Roy Barman PGT, Commerce, Department of Commerce, Kirit Bikram Institution, Udaipur, Gomati Pin – 799120
Dr. Roop Raj Associate Professor, Department of Economics, HNBG Central University, Uttarakhand, Pincode : 240145.

DOI:

https://doi.org/10.29121/shodhkosh.v5.i6.2024.1979

Keywords:

Heterogeneous Marketing, Social Media Marketing (SMM), Customer Value, Personalization, Customer Segmentation, Consumer Engagement, Digital Marketing Strategies, Perceived Value and Customer Loyalty

Abstract [English]

The study examined the role of heterogeneous marketing approaches in social media marketing (SMM) and their impact on customer value. As businesses increasingly leverage social media platforms to engage diverse audiences, a one-size-fits-all approach no longer suffices. Heterogeneous marketing strategies, which adapt messaging, content, and interaction based on customer segments, have proven more effective in delivering personalized experiences. The article explored how such approaches influence customer value dimensions, including perceived value, loyalty, and purchase intention. Using case studies and empirical data, the study investigates the effectiveness of different social media marketing tactics across various demographics, helping marketers refine their strategies for optimal results. 150 respondents were selected by choosing convenient random sampling technique. The consumers agreed on the factor influencing Heterogeneous Marketing Approaches in Social Media Marketing in the study region. Personalization, enhanced engagement, optimized ad spend, improved customer experience, and valuable insights all contribute to the success of these strategies. The authors recommend that brands leverage insights from social media analytics to fine-tune their strategies for each platform, thereby enhancing their ability to create meaningful interactions and drive customer value. By addressing the unique characteristics of various customer groups, brands can create more impactful and meaningful interactions, ultimately driving greater satisfaction, loyalty, and business success.

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