MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

The Influence of Social Media on Consumer Purchase Intentions and Behavior: An Empirical Study in India

  1. Harin B. Bhatt
  2. Nikhil H. Rokadiya
  3. Nitesh G. Rohada

Abstract

For many organizations and sectors, social media has altered business models. Studying how social media affects consumer behaviour is a relatively new field. In today's economy, communication is a crucial tool for firms and organizations to handle the intense competition. These days, our young groups have a new alternative to the tedious task of selecting and buying products thanks to internet sites. Nearly all children use online social networking sites on a daily basis. In this study, the researcher looks at the media consumption habits of customers by identifying individuals who either disregarded or failed to notice the company's product commercials. As a result, marketers have made an effort to expand by focusing on the internet-based channels for their advertisements in order to enhance their methods of customer contact. Using online marketing like pop-ups and direct mail, the internet is currently a major factor in educating consumers about the new product. In order to determine the effects of moderating factors that can influence consumers' purchase intentions (such as attitudes, subjective norms, and perceived behaviour control) and purchasing behaviour, this paper will examine the impact of consumer purchase intention and behaviour through online shopping advertisements. As a result, a marketer's difficulties in re-developing plans depend on the tastes and preferences of their clientele. In order for consumers to be content with their company's goods and services for an extended period of time, these strategies must satisfy the needs of their target market or customers.

Keywords

Support