Realising the Transformation of Customer Purchase Behaviour: Assessment of Impact of Social Media on Purchasing Behavior of Consumers in India
Kumar, V., Varma, M., Sangvikar, B., and Pawar, A. (2020). Realising the Transformation of Customer Purchase Behaviour: Assessment of Impact of Social Media on Purchasing Behavior of Consumers in India. Test Engineering and Management, Vol. 82, 12990-12998
9 Pages Posted: 24 Mar 2020
Date Written: February 27, 2020
Social media has changed the business forms for many industries and organisations. The domain of the influence of social media on consumer behaviour is a relatively young area of study. Today, communication is an essential means for organisations and businesses in the market to manage the furious competition. Nowadays, online sites turned the hassled work of product choice and purchasing into a refreshing alternative for our youth groups. The web-based social networking sites weave almost every youngster in their daily life. The researcher investigates in this study about the consumers' media and their consumption behaviour by uncovering those consumers who overlooked or not ignored the company's product advertisements. Thus, marketers have attempted to grow by using the new intends to improve their means of communication with consumers by focusing on the channels for their advertisement which are based on the internet. At present, the internet is playing a significant role in awaking consumers about the new product using online advertisements like pop-ups, and direct mail. This paper purposes of investigating the impact of consumer purchase intention and behaviour by online shopping advertisements and also identifying the effects of moderating factors that can affect their purchase intentions (like attitudes, subjective norms, perceived behaviour control) and buying behaviour. Therefore, challenges faced by a marketer in redeveloping the strategies are based on the taste and preferences of their customers. These strategies must meet the requirement of their target market or the customers so that the customer gets satisfied for a long time with their company's product and service.
Keywords: Consumer Attitude, Subjective Norms, Behavior, Consumer Purchase Intention, Online Shopping Behaviour, Online Marketing, Network Marketing, Social Media Marketing.
JEL Classification: P36, M31, P31
Suggested Citation: Suggested Citation