Title:
IMPACT OF SOCIAL MEDIA MARKETING ON CUSTOMER PURCHASE INTENTION: IN THE CASE OF THE GOBI, MONGOLIAN CASHMERE BRAND

Authors:
Nemekhjargal Serdamba, and Myadagbadam Erdenebileg ,Taiwan

Abstract:
Recent years, Social media usage has rapidly increased compared to the past five years, and two billion people are actively using in their daily life. Also, Business organizations started to use Facebook actively, Twitter in the marketing following the trend, and currently, it is an integral part of all industries. In Mongolia, the situation is the same, and especially cloth retailers are strongly utilizing to improve sales. Gobi cashmere is Mongolian first manufacturer of cashmere clothing which exports the brand products to foreign country and sell in the local area. Therefore, Research study focused on investigating the effect of social media marketing on customer purchase intention in case of Mongolian cashmere brand, and it will help to produce a social media marketing strategy for the cashmere clothing companies. Primary data will be gathered from Social Media Users who have 25-45 age, and SPSS software will be used for data analyzing.