Impact of Social Media Advertising on Consumer Buying Behaviour in Indian E-commerce Industry

Jigar Parmar; Harsh Parmar

Impact of Social Media Advertising on Consumer Buying Behaviour in Indian E-commerce Industry

Authors: Jigar Parmar, Harsh Parmar

Unique Paper ID: 174018
Volume: 11
Issue: 10
PageNo: 2978-2985

Keywords: No Keywords Found

Abstract:
This study investigates the profound impact of social media advertising on consumer buying behavior within the rapidly expanding Indian e-commerce landscape. Leveraging the pervasive reach and interactive nature of platforms like Instagram, Facebook, YouTube, and others, Indian e-commerce businesses are increasingly relying on social media advertising to influence consumer decisions. This research explores the specific mechanisms through which social media advertising affects consumer awareness, information seeking, brand perception, purchase intention, and post-purchase behavior. Employing a mixed-methods approach, including quantitative surveys and qualitative interviews, this study examines the role of various advertising formats (e.g., influencer marketing, targeted ads, video content), the influence of social media features (e.g., reviews, recommendations, user-generated content), and the moderating effects of demographic factors and online engagement levels. Findings reveal the significant correlation between exposure to social media advertisements and increased purchase intent, highlighting the importance of tailored content and strategic platform selection. Furthermore, the study identifies the crucial role of influencer credibility and authentic user reviews in building consumer trust and driving sales. This research contributes to a deeper understanding of the dynamics between social media advertising and consumer behavior in the unique context of the Indian e-commerce market, offering valuable insights for marketers and businesses seeking to optimize their social media strategies for enhanced customer engagement and sales conversions.

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ISSN: 2349-6002
Volume: 11
Issue: 10
PageNo: 2978-2985

Impact of Social Media Advertising on Consumer Buying Behaviour in Indian E-commerce Industry

Available:https://ijirt.org/Article?manuscript=174018

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Impact Factor
8.01 (Year 2024)

UGC Approved
Journal no 47859

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