Role of Social Media influence on Customers Impulsive Buying Behaviour towards Apparel

S. Sudha · Bharathi Karuppiah

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Consumer Retail Behavior Studies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

The purpose of this research is to study the association between Social Media factors towards Impulsive Buying Behavior of apparel among the customers in Chennai city. The are three important Social Media feature are being acknowledged like (Media Entertainment, Social Interaction ,Word of mouth ) which are endogenous variables in the study and the customer impulsive buying behavior as a exogenous variable. Each of the Social Media factors was tested using SPSS software .The test comprises of cronbach alpha, SEM. The test help us to understand the consumers response towards the Social Media factors. Non-Probability sampling technique was implemented for the collection of data. A consistent questionnaire was used in the study .It was circulated among 230 respondents 194 responses was received back 92%was the response rate of the study . Key words: Customers, Impulsive Buying Behavior, Social Media, Word of mouth, Social Interaction, Media Entertainment

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References

2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms 2007The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift.1998Socially Embedded Consumer Transactions: For What Kinds of Purchases Do People Most Often use Networks?1970The Identity of Women's Clothing Fashion Opinion Leaders 2006UK Generation Y male fashion consciousness 1985Alternative Age Measures: a Research Agenda 1977Life-Style Segmentation in Apparel Marketing

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2022Social media and impulse buying behavior: The role of hedonic shopping motivation and shopping orientation 2022THE INFLUENCE OF SOCIAL MEDIA AND SALES PROMOTION ON IMPULSIVE BUYING BEHAVIOR ON SHOPEE E-COMMERCE ON STUDENT AT FACULTY OF ECONOMICS AND BUSINESS SAM RATULANGI UNIVERSITY MANADO

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