A Study of Indians’ Buying Behaviour as Influenced by their use of Social Media (original) (raw)
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An Analysis of the Social Media Influence on the online buying behavior of Indian Consumers
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Global Journal of Management and Business Research: E Marketing , 2018
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This study shows the impact of digital marketing on individual's behavioral prospect of online consumers of India. This study was performed on the basis of a structured questionnaire for primary data as well as a sample of 186 respondents from Indian consumers to attain their behavioral pattern towards digital marketing. The world is shifting from analog to digital marketing and there is no exception, the usage of digital marketing and social media marketing also increasing. Usage of internet is increasing rapidly everyday and digital marketing has profited the most because it mainly depends on the internet. Consumer's buying behavior is changing and they are more inclined towards digital marketing rather than traditional marketing to buy products or services. Mostly younger generation are using digital and social media sites to purchase products and consumer's are influencing digital marketing advertisements to purchase of products.
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social media have given new opportunities to consumer to attract in an social dealings on internet. Consumers nowadays are depending on social media for information and updates about abundant brands. In recent years Social Media Marketing (SMM) has set off an important aspect for business to outstretch target customers easily, effectual and immediately. In this era of Globalization and to face this cut through competition only traditional practice of marketing is not friendly. Business should adapt social media marketing strategy to sustain in market. The social media have changed the power structure at the place where goods sold and purchased online with marketing tools and techniques. The study viewed that consumers are adapting to online marketing and their buying behavior is being influenced especially of young people accordingly. The aim of this paper is to study the impact of social media on consumer buying behavior. A descriptive research study has been conducted and the Random sampling methods has been used for selecting the respondents. The suggestion and conclusion have been drawn based on the findings.
Impact of Social Media on Consumer Buying Behavior
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This research is about the study of the Buying process of consumer's complex purchases, that keeps a special emphasis on how the process is being influenced by the use of social media. Here, the complex buying behavior refers to the infrequent purchases by the consumer with their high involvement that makes a significant brand difference. Social media is becoming a new trend. Over the last decade, the World Wide Web has seen a burgeoning in user generated web technologies like blogs, social networks and social media websites. All in all, that is known as social media and these technologies are the actual reason in the enablement of expansion in the user generated content, a community that is worldwide. Social media has given rise to the online platforms like Facebook, Instagram, YouTube, Twitter, where people can connect with each other, share thoughts and the content. This revolution of social media has given new way of gaining the information on the products as well as on services. One consumer's opinion and feedback on products and services can be dominated by strangers on Social media, which subsequently influence the opinions in the offline world also. But undoubtedly Social media has given the power to the consumer where content is generated by them only through online conversations so consumers are the one who play an important role in making or breaking the brand. The marketers try to understand the utilization of Social media by the consumers and their deciding pattern on the basis of the content showed there that can change their decision process. The research also explores that how the abundance of the content and the user generated information can change the buying pattern of the consumers. The six phases of customer decision process, also known as EBM model has been used. The research has also been done to know the relevance of the model in the context of Social media usage. A quantitative survey has been done to explore the aspects of the customer decision process.
Impact of Social Media on Purchasing Decision of Consumerwith Special Reference to Lahore, Pakistan
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Electronic word of mouth (E-WOM) has very significant impact on purchasing decision of buyers, product awareness, connecting business and marketing. The objective of this research was to explore how social media influence on purchasing decision of consumers. A structured, self-administered questionnaire distributed among 2,500 citizen of posh area of Lahore. Of them, 1,366 questionnaires were used for analysis. This study is descriptive in its nature, we have used frequency distribution and bar graph technique to obtain the results. There were 694 (51%) males and 672 (49%) females participated. It was revealed from findings that both male and female prefer YouTube and Facebook for social networking. On the basis of results, various recommendations were made; online marketers, vendors, executives and marketing managers should deeply understand advantages, benefits and tools of social communications. Moreover, they should apply social media effectively and efficiently to promote their...
Social media penetration is growing in a very fast pace in developing countries like India and its role is not just limited to connecting friends and chatting with them, it is also uniting so many brands and communities as well and so now social media became an integral part of people's life. Social media now in a center of the marketing strategy of many corporate and utilizing this platform to influence consumers to purchase their products from social media only. The purpose of writing this research paper is to identify the impact of various demographic factors such as age, gender, education, occupation, income and purchasing power and purchasing frequency on online purchase intention through social media also to understand the reasons of not buying products and services from social media. A self-designed questionnaire is prepared and administered through various social media sites such as Facebook, Twitter, Instagram, Pinterest and LinkedIn. Reliability and validity of the questionnaire have been ensured before final analysis. There was a significant difference in purchase intention reported between gender, education and occupation and income. The final outcome of the research is supported and validated by previous researchers.
Role of Social Media in Customer Buying Behavior
International Journal of Engineering and Advanced Technology, 2019
Social media has become an inseparable part of human life. It allows customers and prospects to communicate directly about various products/services with their friends. This is just a replacement of word of mouth, which place a vital role and cheapest way of promoting product in traditional marketing. The other important and unique feature of social media is immediacy, which allows the customers to approach directly with the business people. Indeed it is helpful to both business people and customers as they can get the solutions with in no time unless it is a big damage. With the process, business people can maintain a sound relationship with the customers very easily as they are responding to their queries instantly. It is nothing but customer relationship management. It is another pivotal element in marketing. All these features will influence the customers a lot in making their purchase or buying decisions. Consumer behavior is the study of when, why, how, and where people do or ...
IMPACT OF SOCIAL MEDIA ON BUYING BEHAVIOUR
MASS COMMUNICATOR: International Journal of Communication Studies, 2022
ABSTRACT Keywords: Digital Marketing; Electronic Commerce; Social Media Marketing; Social Media; and Buying Behaviour. This paper aims to study the impact of social media on customers' online purchasing behaviour. Companies use social media marketing to reach their anticipated client base in today's digital world. Even general stores increasingly rely on social media to meet their marketing and branding for selling to their consumers. Social media in today's world has opened up objectives for global organizations to engage with customers through online social interactions. During this study, a sample of 200 respondents from NIT and University Campus, Kurukshetra, was taken to examine social media's impact on consumer purchasing behaviour. The questionnaire focused on the qualities and habits of social media platforms influencing purchasing decisions. The respondents were from three groups, i.e. Students, Teaching and Non-Teaching. The findings suggested that social media use has a positive impact and affects consumer buying behaviour.
Impact of Social Media on Buying Decision in Chennai
International journal of innovative technology and exploring engineering, 2019
The purchasing choice process is the basic leadership process utilized by shoppers with respect to showcase exchanges previously, amid, and after the buy of a decent or administration. It tends to be viewed as a specific type of a costadvantage investigation within the sight of numerous alternatives.Basic cases incorporate shopping and choosing what to eat. Basic leadership is a mental develop.The study used 1450 respondents for the purpose of understanding the buying decision. Chi-square , independent t test and correlation are the various tests used in this research. The research shows than male and female have different perspective regarding social media advertisement.If the income level is increased then the customers are not bothered purchase decision.Most of the social media product advertisement is for teens only. Marital status does not create impact on the effect of advertisement in purchase decision.