IMPACT OF SOCIAL MEDIA SITES ON STUDENTS PURCHASE INTENTION IN ONLINE SHOPPING: AN EMPIRICAL STUDY

Shilpa Chhugani , Dr. Shaifali Tripathi

online shopping, internet marketing, purchase intention

Now-a-days social media sites are playing an important role in online marketing environment and youngsters are moving forward to buy product in online store rather than traditional stores with the help of internet connection. This current paper is to identify social media marketing factors which influence the students to buy products in online shopping. The paper shows the platforms where the students prefer to buy the product online. From the detailed literature review we identify two factors like Word of Mouth and E-Advertising. Convenience sampling technique is used to collect data in online and data’s are loaded on the SPSS to test the reliability of the variables and we use ANOVA to test the significant link among the dependent variable and independent variable. Results revealed that E-Advertising has significant relation of students purchase intention in online shopping by using various social media sites. In future, it could be extended with some constructs, to collect more samples and the product purchase should be narrow down for better understanding.

Published Paper   E-Certificate

"IMPACT OF SOCIAL MEDIA SITES ON STUDENTS PURCHASE INTENTION IN ONLINE SHOPPING: AN EMPIRICAL STUDY", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.9, Issue 1, page no.169 - 174, January-2024, Available :https://ijsdr.org/papers/IJSDR2401023.pdf

Volume 9 Issue 1, January-2024

Pages : 169 - 174

Paper Reg. ID: IJSDR_209769

Published Paper Id: IJSDR2401023

Downloads: 000347369

Research Area: Management

Country: Bhopal Phase 2, Misrod, Bhopal, Madhya Pradesh, India

Published Paper PDF: https://ijsdr.org/papers/IJSDR2401023

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2401023

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition