IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR

: A STUDY OF INDIAN E COMMERCE SECTOR

Author : Aarushi Ahooja , Management Student, Amity School of Business

Faculty Guide : Dr Neha Gupta , Assistant Professor (III), Amity School of Business
 INTRODUCTION

Social Media Marketing is the strategy of promoting a brand or company and selling its products
and services to consumers using various social media platforms, such as Instagram, Twitter,
YouTube, Facebook, Snapchat, and others.

Social Media Marketing helps businesses and brands by increasing website traffic, gathering
valuable consumer feedback and insights, reaching a wider audience, and boosting sales.

It allows for a variety of content formats such as images, reels, stories, and polls..
 INTRODUCTION
E-commerce companies such as Amazon, Flipkart, Myntra, and Ajio, along with several others,
operate in India. These companies utilize social media platforms to reach a large audience for
interaction.
• Platforms serve as channels for product discovery, introducing consumers to new products
through targeted advertisements, influencer endorsements, or organic content shared by friends.
• Businesses use these platforms to communicate content, product demonstrations, and user-
generated reviews to gather information about the products that they provide.
• Consumers can compare different options based on pricing, quality, features, and user
experiences.
• Discounts, special deals, and positive feedback can all influence customer’s purchasing
decisions.
 LITERATURE REVIEWS

• The study looks at how social media advertising influences the decisions of
(Gaurav & Ray, 2020) Indian e-commerce shoppers to buy. Buying decisions made by consumers are
significantly influenced by social media advertising, especially on sites like
Facebook, Instagram, YouTube, and Pinterest.

• .Study highlights that brand name significantly influences apparel buying

(A.Anil , B.Sinha and V. decisions, explaining 15% of the variance. Social media purchase experiences
strongly impact recommendations, with a 70% variance. Consumers prefer
Bhatt 2020) social media marketing for updates and discounts, making it the most utilized
digital marketing tool.
 LITERATURE REVIEWS

• The study highlights that social media advertising, content, graphics,

(Dhakad, Patel, Zaveri, influencer endorsements, and recommendations play a significant role in
shaping consumer behaviour towards Amazon. Additionally, the study notes
2023) that electronic items, clothing and accessories, and beauty and personal care
products are among the most purchased items online, indicating the diverse
range of products influenced by social media marketing strategies.

•This study explores how increased exposure, social proof, personalization,

engagement, and influencer marketing all playing a role in shaping consumer
(Dhingra 2023) preferences. Personalization can lead to higher levels of engagement and
increased brand loyalty, while influencer marketing can have a significant impact
on consumer behaviour, particularly among younger demographics.
 RESEARCH OBJECTIVES

• To identify the • To identify the most • To analyse the • To analyse the

most and least preferred and least relationship impact of
popular social preferred e- between gender social media
media and purchase marketing on
commerce buying
platforms used decision-
by consumers platforms for making based behaviour of
purchasing consumers.
in India. on electronic
products by word-of-mouth
consumers in (EWOM).
India.
 RESEARCH METHODLOGY

The study employed The research Convenience Primary data was The analysis utilised
a quantitative targeted 130 sampling was used, collected through an several tools and
research method, consumers who gathering data from e-questionnaire techniques:
utilizing an online have made a respondents readily using Google Forms.
questionnaire to purchase on an E- accessible for data Secondary data 1. Percentage
collect data from a commerce platform collection purposes. sources included Analysis
significant sample in India. published research 2. Ranking Analysis
of the population. papers and online 3. Regression
articles. Analysis
4. Chi-Square Test
 DATA ANALYSIS
RANKING ANALYSIS
PLATFORM (6) (5) (4) (3) (2) (1) TOTAL PLATFORM (6) (5) (4) (3) (2) (1) TOTAL

INSTAGRAM 71 14 22 11 7 5 130 AMAZON 97 18 9 2 - 4 130

426 70 88 33 14 5 636 I 582 90 36 6 4 718 I

FACEBOOK 14 23 24 17 34 8 130 MYNTRA 11 30 54 27 4 4 130

84 115 96 51 68 18 432 III 66 150 216 81 8 8 529 II

TWITTER(X) 6 13 14 40 29 28 130
FLIPKART 7 55 26 15 15 12 120
36 65 56 120 58 28 363 V
42 275 104 45 30 12 508 III
YOUTUBE 34 53 23 16 4 - 130
206 265 92 48 8 - 619 II NYKAA 7 14 21 54 21 13 130
42 70 84 162 42 13 413 IV

SNAPCHAT 2 20 30 13 34 31 130
AJIO 4 2 15 26 67 16 130
12 100 120 39 68 31 370 IV
24 10 60 78 134 16 322 V

PINTEREST 3 7 17 33 22 48 130 SOULED 4 11 5 6 23 81 130

18 35 68 99 44 48 312 VI STORE 24 55 20 18 46 81 244 VI
 DATA ANALYSIS
REGRESSION ANALYSIS
CHI SQUARE TEST
Ho = There is no significant impact of social media
marketing on buying behaviour of consumer. Ho=There is no significant association between
Gender and purchase decision making based on
X = Social Media Marketing EWOM.
Y = Buying Behaviour of consumers
• Pearson Chi-Square test p value = 0.520

• Multiple R = 0.7799847 this value indicates moderately • Likelihood Ratio test p value = 0.461
positive relationship between x and y
• Both the p values are more than the significant level of
• R Square = 0.608376164 this value indicates that there is 0.05.
60.8% variance on buying behaviour of consumers

• P value associated with F statistic is 7.89E-28 with is quite • The p values are insignificant.
low

• P values for intercept and social media marketing are less

than 0.05 i.e. 8.25E-05 and 7.89E-28.
 DATA ANALYSIS
PERCENTAGE ANALYSIS OF SOCIAL MEDIA CONTENT AND EWOM

EWOM Frequency Percentage Social media content Frequency Percentage

Influencer Recommendations 44 33.8

User Reviews 105 80.8

Social Media content 79 60.8

Influencer 36 27.7
Recommedations (Infographics/Reels)

Blogs and Newsletters 33 25.4

Recommendations from 85 65.4
friends and family Behind the Scenes 20 15.4

Sponsored Content 23 17.7

Forum Discussions 34 26.2
User Generated Content 49 37.7

Celebrity Collaborations 15 11.5 All the Above 19 14.6

User Ratings 72 55.4 None of the Above 8 6.2

 FINDINGS
❑ Social media content types like infographics, product reels, user-generated content, and influencer
recommendations were found to have influence on consumer’s buying decisions.

❑ Factors such as promotional offers, product variety, reasonable pricing, user-friendly interface, affordable
shipping options, and brand reputation influence consumer decisions to buy from e-commerce platforms.

❑ Consumers in India use multiple social media and e-commerce platforms, with Instagram being the most used
social media platform and Amazon being the most preferred e-commerce site for shopping.

❑ A majority of consumers actively engage with online reviews when considering products on e-commerce
platforms.
 FINDINGS
❑ The study accepted the alternative hypothesis (H1), indicating that there is significant impact of social media
marketing on the buying behavior of consumers.

❑ The study accepted the null hypothesis (Ho), suggesting that there is no significant association between
Gender and purchase decision making based on EWOM

❑ Consumers in India typically spend 0-4 hours daily on social media platforms and make purchases from e-
commerce platforms multiple times a month.

❑ User reviews emerged as the most influential form of EWOM, followed by recommendations from friends and
family, user ratings,
 CONCLUSION

The study reveals that Indian consumers predominantly use Instagram, YouTube, and Twitter for social media use
, while Amazon is the preferred e-commerce platform. Consumers spend 0-4 hours daily on social media and
also rely on multiple platforms to gather product information available on e commerce platforms.

Key factors influencing e-commerce purchases include promotional offers, product variety, pricing, user-friendly
interfaces, shipping options, and brand reputation. Social media content like infographics, product reels, and
influencer recommendations significantly impact buying decisions. E-commerce businesses should focus on
Instagram but also leverage other platforms for a multi-channel approach, tailoring content to enhance brand
visibility and consumer engagement, ultimately influencing buying behavior effectively.
 LIMITATIONS

The study was conducted with a sample size of only 130 Indian consumer ,
future research with a larger sample size could provide better results.

Many respondents are in the age group which may be reflective of younger
consumer’s preferences.

Research was conducted in a limited time frame i.e 3 months.

 REFERENCES

1 2 3 4 5

International Journal of Gaurav, K., & Ray, A. (2020). Impact of social media on Amin, M. A., Nowsin, N., Anil, A., Sinha, B., & Bhatt,
Emerging Technologies and Impact of social media Consumer Behaviour and Hossain, I., & Bala, T. V. (2020). Impact of Social
Innovative Research advertising on consumer Preference - Anchal (2020). Impact of Social Media Marketing on
(www.jetir.org). (2023). A buying behaviour in Indian Dhingra - IJFMR Volume 5, Media on Consumer Buying Consumer Buying Behavior
study on the impact of e-commerce industry. Issue 2, March-April 2023. Behavior through Online Towards Apparel. Journal of
social media marketing on Sumedha Journal of DOI Value Proposition: A Study University of Shanghai for
consumer buying behavior Management. 10.36948/ijfmr.2023.v05i02 on E-Commerce Business Science and Technology,
towards Amazon with .2171 in Bangladesh. 22(12). ISSN: 1007-6735.
reference to Parul
University. International
Journal of Emerging
Technologies and
Innovative Research, 10(3),
a210-a222.
THANK YOU !