International Journal of Social Science and Economic Research THE INFLUENCE OF SOCIAL MEDIA: A SPECIAL EMPHASIS ON ONLINE BUYING BEHAVIOUR OF MILLENNIALS IN BANGALORE (original) (raw)

A Study of Indians’ Buying Behaviour as Influenced by their use of Social Media

Journal of content, community & communication, 2023

Social media has become a part of practically everyone's life in India. Customers' purchasing behaviour is influenced because they prefer to use social media to get information about products before making a purchase. Therefore, the goal of this study was to investigate the effect of social media influence on purchasing behaviour through cognition. Design/methodology/approach: The total sample size for this study was 400 Indians. This quantitative study used an online Google form to collect data from a questionnaire. Indians between the ages of 20 and 40 were the target population. The descriptive analysis was utilized to describe the demographic and social media activity features of the respondents. Finally, the link between the independent and dependent variables was determined using Structural Equation Model (SEM). Findings: The study's findings revealed that social media has a significant impact on purchasing decisions. Social media is extremely important for customer buying behaviour through cognition. The study also highlighted that control variables such as gender and monthly income had an insignificant impact on buying behaviour. Practical Implications: This study will assist marketers in focusing more on social media as a venue for exhibiting their products, which will eventually alter buyer cognition. Furthermore, client buying behaviour will be influenced by cognition. As a result, marketers will be able to better understand customer desires or requirements and develop the appropriate strategy to attract and retain more customers.

The Influence of Social Networking Sites on Buying Behaviors of Millennials

Atlantic Marketing Journal, 2013

Social media sites have become an important part of Millennials lives. According to the Pew Research Center (2010), Millennials' are living their lives on the internet. Social media can be linked to a positive association providing instrumental value that assists consumers in making decisions about what product to buy, when to buy, and where to buy (Weigand, 2009). With social media becoming a large portion of the promotion mix, it is important to understand the motivation behind buying behaviors and if social media plays a role in influencing those behaviors. The purpose of this research was to determine the influence of social networking sites influence on buying behaviors of Millennials.

An Analysis of the Social Media Influence on the online buying behavior of Indian Consumers

Purpose: The study contributes to multidisciplinary research on social media by empirically examining the impact of social media on the buying behaviour of Indian customers. It aims to provide information on the factors that influence sustained consumer behaviour. Findings: The factors affecting consumer's online buying behaviour can be divided into Research Implications: It is important for e-marketers to understand the factors that affect the consumer's online behaviour so that they draft superior and sustainable social media marketing strategies to engage and deliver their customers on the online platform. Originality: the study attempts to capture the impact of social media on the buying behaviour of Indian customers. Various studies have been done to understand social media as an additional channel of delivery but the Indian perspective is clearly missing when it comes to the impact of different factors on the consumers' online buying decisions. The study uses secondary data to capture an exhaustive list of the factors that impact online buying decision. Focus of the Study The focus of the study is to understand the customers' online buying behaviour through examining the individual level characteristics of the customers that impacts their purchase decision making process and the market level analysis of social media that will help give a

A Study On The Impact Of Social Media On Millennial Consumers' Decision Making Process

New communication and information technologies offer media based sharing of information, and create atmosphere where people can share their ideas, information, products and services. The coming up of social media is one of the most important progress in the history of trade and commerce. The significance of the social media in today's world is immense. Consumers began to use Internet and web tools more today thanks to the speedy development of technology and communication channels. The most important one of these tools is social media. Consumers access to communication and information that they need about goods and services to be bought by means of social media to a great extent. It is very clear that today especially the most popular social networks of social media elements such as Facebook and Twitter have been great consumer markets. The opinion of others influences the consumers more in deciding to buy a product. Therefore, this study aims to know about the impact of social media on millennial consumer's decision making process.

IMPACT OF DEMOGRAPHIC FACTORS ON ONLINE PURCHASE INTENTION THROUGH SOCIAL MEDIA-WITH REFERENCE TO PUNE, MAHARASHTRA

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.

The impact of social media marketing on youth buying behaviour in an emerging country

Entrepreneurship and Sustainability Issues

The research aims to investigate the impact of social media marketing (SMM) on youth buying behavior in Pakistan. This study is empirically supported by the results of a survey conducted by the authors in ten universities in Lahore city (Pakistan) in March-June 2020 on a sample of 244 students (social media users) aged from 18 to 35. By conceptually dividing social media marketing into SMM advantages and website design & features, the purpose of this study became more specific: (1) to find the relationship between SMM advantages (convenience, timesaving, security of knowledge) and youth buying behavior; (2) to find the relationship between website features & design and youth buying behavior. Results of the analysis of the aggregate influence of SMM advantages on Pakistani youth buying behavior showed that they increase the intention to purchase by 42.9%. At the same time, website design & features used within social media marketing have even more positive effects on youth buying behavior, increasing the intention to purchase by 55.2%. Young buyers in Pakistan prefer attractive and well-designed websites or social media with many unique features for buying products and services. Thus, all research hypotheses are proved based on the survey data: social media marketing raised by unit positively affects Pakistani youth buying behavior by 53.5%, and the rest 46.5% could be conditioned by other non-market external and internal factors. The novelty of this study lies in investigating behavior patterns of the fast-growing segment of consumers of Pakistan, which, are the most active consumers of goods and services and social media users today and in the future.

Social Media is the key means for online shopping: A Study

DGCCS's Journal of Commerce, 2022

Abstract: Social media has become one of the most loved mediums for the Indian youths today. Social Media Marketing is the hottest new marketing concept and every business owner wants to know how social media can generate value for their business. Social Media Marketing is about understanding how technology is making it easier for people to connect socially with their social networks and how your business can profit from that understanding. Social media had become really important gradient in today’s marketing mix in general and in promotion mix in particular. The present study is an attempt to study the extent of use of social media in buying decision and to study the engagement level of people in online shopping. It is observed in the study that socialization through digital platform becomes more popular amongst the people especially in young generation. The study also reveals that as the age increases the engagement level of the people towards online shopping is also decreases. Furthermore, an interesting fact discloses in the present study is that male peoples are more attracted toward the online shopping than the male. The percentage of engagement of female people in online shopping is highly increasing. The study fetch that male people access the online shopping sites and application not only to purchase the products but also to explore the new arrival; latest fashion and discount available with the products. Key words: online shopping, social media, engagement, socialization

EFFECT OF SOCIAL MEDIA ON E-PURCHASE AMONGST YOUTH

TJPRC, 2013

In recent years social media has become more and more popular all around the world. E-purchase stands for electronic purchase; it is buying of goods and services through the medium of internet and computer network. Social media technologies take on many different forms including, magazines, Internet forums, weblogs, social blogs, micro blogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking. As social media becoming increasingly popular, online marketers are investing in ways that utilize social media and engage online consumers. Online marketers’ adoption of new online marking trends is prompted by findings that indicate people are spending significant amounts of time socializing online.

AN EFFECT OF SOCIAL MEDIA ON THE YOUTH BUYER BEHAVIOUR FOR APPARELS IN JAIPUR CITY: A STUDY

The last decade witnessed an explosion of social media networks such as Facebook, twitter, you tube, google + etc. This added a new social dimension to the web. This research paper is an attempt to analysis the Youth buyer behavior for apparels in Jaipur city. Youth is conceivably the most complicated demographic group to communicate with. Not only they have a short attention span, they are also subtle in media consumption, indecisive in brand preference, and simply challenging to engage and entertain. Marketers spend millions in marketing research every year trying to predict, or anticipate, changing youth behaviors. It tries to understand the behavior of youth that whether their buying decision are really affected by the social media promotions done by the companies. This will help the companies to know about social media promotions trend in Jaipur.

Influence of Internet & Social Media In Purchase Decisions Among Teenagers

IJREAM, 2020

This paper will discuss teenagers who are referred to as Gen Z (Children born after 1996) concerning purchase decisions using Internet &Social media. Teenagers are becoming media-dependent by each passing year. Initially, it was radio or television in the past, now with digitalization Internet and social media have become the first preference for the youth not only for seeking information but also for making purchase-related decisions. With 440mn millennia's and 390mn Gen Z teens and children, this massive size of India's youth has become the most sought after customer for companies across the globe. Apart from this, the new wave of digital India which has grown leaps and bounds has made internet and technology available to the youth on its fingertips. With the high penetration of smartphones and cheap data packs made available by telecom companies have become the major factor for the growth of e-commerce companies in the country. Therefore, it has become imperative for marketers to study youth and their tastes and preferences. The family and the teenager's relationship is considered of high importance in understanding the behavior of the consumer while shopping. This paper will examine how India's GenZ teen consumers in cities like Patna and Ranchi make purchase-related decisions and how does the use of social media and the internet affect their family purchase decision.