Identification of Consumer Purchasing Decision Effectiveness Using Social Media Marketing

Abstract

Social media has revolutionalised the ways of communication and sharing information and interests. It has a significant role in the purchasing decision of buyer and it allows customers and prospects to communicate directly about various products/services with their friends. This research paper identifies consumer purchasing decision effectiveness using social media marketing. The objective of the research methodology is to analyze the relationship between the social media users and online purchase with the help of social media ads and gives the suggestion for increasing the product sales via social media marketing. This study is a questionnaire study. The questionnaire is distributed to the facebook electronics page members; randomly 173 members are selected for the survey and 137 respondents questionnaires are collected from the members. The findings show that both male and female preferred the online services and the results have cleared that attractiveness, interaction, trust, entertainment, rewards, and e-WOM are the important factors while designing the online advertisement.