Alochana Chakra Journal ISSN NO:2231-3990

A STUDY ON IMPACT OF SOCIAL MEDIA ON

CONSUMER BUYING BEHAVIOUR AT
SELECTED COMPANY
Ms. Shaik Shahnaz1, Mr. Pramod Ranjan Panda2
1
Roll No: 187R1E0054, Department of MBA, CMR Technical Campus, Hyderabad.
2
Assistant Professor, Department of MBA CMR Technical Campus, Hyderabad.

Abstract
Social media has occupied an important position as a communication tool. People across the globe use social
media to connect to other people or organizations. Globally, people have started to use social media such as
Facebook, Twitter, Instagram and LinkedIn to share their experiences. Social networking is emerging as a
holistic approach to communication in the community. By taking this cue, sellers around the world have had
the opportunity to show them and their products and services a large proportion of the population
distributed geographically.

Keywords: Consumer behavior, social media, communication, purchase decision, consumer attitude.

INTRODUCTION and every opportunity to communicate with

Nowadays, social media is one of the most influential customers. Social media sites allow greater reach
channels of communication from children to the than ever before, with targeted communications that
elderly, everyone uses social media.. Apart from this nearly guarantee your company’s message is
variation social media is full and meaningful. received. Social networking also allows
Customers increasingly away from traditional communication to go both ways, creating
advertising media and active search on social media interactivity between businesses and customers that
platforms to search for information related to has had a few direct effects on consumer behavior
different products because consider them reliable and Simmons, n.d).
ready to help you better decision making and the
consequences of wasting time are less of research to SCOPE OF THE STUDY
find out the impact of social media on shopping The scope of the study will concentrate on the effect
decision. As customers, people share product of social media platform on Consumer buying
reviews, information about a service, advice on food behaviour, and suggest new ways to make social
or health, warnings about products, tips on using media more Effective on consumer psychology of
certain products, and much more (Clootrack, n.d). buying the product. Social lifestyle builds a method
Most business owners and marketers have heard the of a business reputation for responding to the
refrain that social media is important. While this is complaints immediately through social media.
certainly true, we sometimes don’t think about why
social media is so valuable. Things like brand OBJECTIVES OF THE STUDY
awareness, website traffic, and fan engagement are a 1. To examine consumer’s perception analysis
good start, but they don’t cover what makes social towards online shopping
media marketing important. Social media — or more 2. To examine factors that influence consumers
accurately, the content that is easy to spread via to purchase through online
social media — has the ability to make people act in 3. To examine how social media channels
very specific ways that are positive to business attract the new generation
owners (Bizjournals, n.d). Doing business online
requires that your company take advantage of any

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Alochana Chakra Journal ISSN NO:2231-3990

RESEARCH METHODOLOGY the way companies interact with their teams. As a

As mentioned at the beginning of the study, the result, the successful use of social media has become
researcher is trying to explore the relationships an important part of building and maintaining a
between social media consumer behavior from the competitive advantage. Later, companies are now
perspective of the consumer, then, there are many putting a significant value on how social media can
questions placed on the beliefs of individuals as well be used to build consumer brand perception and
behaviours, expressed in the form of scale questions. influence their purchase intentions. Companies that
When considering the subjectivity issue, the use of incorporate a more direct approach to social media
close the queries was heavier to allow for statistical will have advantages over those that do not. In
conclusions done in a meaningful way; likewise, a assessing the impact of social media on branding and
few open innocent questions allow some people to marketing strategies, exploring the existing literature
make their answers and may reveal values or facts. on the use of social media and brand perception can
It's amazing a research study on the influence of help identify emerging and effective strategies for
social media consumer buying behavior. The sample improving consumer engagement with social media.
was selected by using a simple sampling method. A Considering that everyday consumers become part of
lot of awareness was there it comes up with various not only the buying process but also the design and
questions after the flight investigation. distribution, it has been a challenge to develop
Primary Data: A structured Questionnaire is given to products/services that meet the differentiated
customers. consumer needs. The use of social networks also
Secondary Data: the data is collected through books, defines lifestyle and culture, and companies find it
articles, journals, etc. difficult to understand their customers. The social
networking environment has created a two-way
LIMITATIONS OF THE STUDY communication between individuals and companies.
 When the buyers are busy we can’t get accurate The main purpose of this study is to understand the
data from them. impact of Social Networks (Digital Marketing) on
 According to the time limit of our project, we customer behavior, while still analyzing customer
can cover only some areas. loyalty, tolerance, and trying to buy complexity.
 During the survey some respondents may not Founded in 2015, Designexpo is in Hyderabad India,
answer properly. Designexpo is a total web solutions and services
provider with a focus on understanding the unique
LITERATURE REVIEW needs of each customer and creating solutions to
Companies around the world are constantly looking match their requirements professionally and
for new ways to reach consumers. For the past few efficiently within the customer's budget and a
decades, television advertising and print have been determined timeframe. Design Expo holds a wide
Table 1: Regression Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta
(Constant) 3.425 .812 4.219 .000
Social Media .351 .082 .408 4.284 .000
1 Personal Norms .625 .160 .649 3.913 .000
Attitude .275 .104 .468 2.637 .010
Social Norms .152 .091 .175 1.669 .098
a. Dependent Variable: Buying Behavior
the cornerstones of marketing strategies. At present, experience in creating dynamic web design and
these traditional aspects of marketing are only a small development as per the customer's specific
part of the various methods used in marketing and requirements. With our highly experienced and
product design. The increasing focus on social media dedicated developers team of our professional and
created state of the art advertising and revolutionized experienced team works with your company to

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develop a site that fulfills all aspects of your business and the establishment of a firm's desired social media
and strategy. culture. This requires marketers to incorporate user-
generated content (earned media rather than paid
DATA ANALYSIS media) into their strategic approach. This study
Table 2: One-way ANOVA
Sum of Squares df Mean Square F Sig.
Between Groups 2.580 3 .860 2.973 .036
Social Media Within Groups 27.766 96 .289
Total 30.346 99
Between Groups 4.270 3 1.423 6.896 .000
Personal Norms Within Groups 19.815 96 .206
Total 24.085 99
Between Groups 2.430 3 .810 2.846 .042
Social Norms Within Groups 27.330 96 .285
Total 29.760 99
Between Groups 6.409 3 2.136 3.490 .019
Attitude Within Groups 58.765 96 .612
Total 65.173 99
helped to know the customer’s expectations and
understand their needs through different apps and
Table 3: Descriptive Statistics
N Mean Std. Deviation Skewness
Statistic Statistic Statistic Statistic Std. Error
Social Media 100 3.8790 .55365 -.065 .241
Personal Norms 100 4.4070 .49324 .375 .241
Social Norms 100 4.3200 .54828 .010 .241
Attitude 100 4.0609 .81137 -.102 .241
Buying Behavior 100 4.3614 .47572 .567 .241
Valid N (listwise) 100
websites. As, this generation is influenced by social
media, simultaneously online shopping is also
DISCUSSION & CONCLUSION
helping the customers to shop from social media. The
Social media strengthens the relationship between
increasing users of social media are an opportunity to
businesses and consumers. Through these networks,
create business and customers, which helps
brands can communicate with consumers on a more
organizations to create profits. Therefore, the
frequent and more individual level than previously
influence of social media helps to know the
possible. Because of this elevated state of
consumer's behavior.
communication, consumers become part of brands as
opposed to just being part of a general public.
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Alochana Chakra Journal ISSN NO:2231-3990

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