Impact of Social Media Promotion on Online Buying Behaviour-A Study

Abstract

Social media can help both consumers and business organizations to improve the level of awareness and provide the data relating to the products sold online in the form of ratings, reviews, photos and videos etc. These types of content can significantly influence potential consumers. Companies are focusing on improving post-purchase behavior as it leads to customer satisfaction and hence ultimately leading to positive customer experience. By recognizing the importance of social media, the study is undertaken to investigate the impact of social media promotions on consumer buying behaviour. The qualitative research method was adopted for describing, interpreting and gaining an in –depth insight into specific concepts of social media promotion and online consumer buying behaviour. Exploratory research design was be employed to collect the requisite information. The study is based on both primary and secondary data. To collect the opinions of select consumers, convenience sampling techniques was used. Online shopping sites users were selected as sample to study. For this research study, Warangal and Khammam districts online users’ opinions are collected due to these district people are educated and well aware of use of internet and they are very effective in use of social media and purchase of consumer durables. The minimum sample required size is resolute as 384 but, 406 (203 from Warangal District and 203 from Khammam district) online users have been selected for the research paper which is more than the minimum sample size required. The study observed that that majority of select online consumers affected by the promotional factors of publicity, personal selling and Word of mouth that are affecting online buying behaviour.