Impact of Social Media on Consumer Buying

Behaviour in the Digital Era

Authors :
* Mukul. P **Dr Ramya T. J, *** Madhushree. S,
B.com Final year, Assistant Professor, Assistant Professor,
Sapient college, Mysore. Department of Business Department of Commerce &
Contact no. – 8050289831 Administration, Parivarthana B Management,
Mail – prathapmukul@gmail.com School, Mysuru Sapient College, Mysuru
Mail – tjramya.143@gmail.com Mail – madu.mrv@gmail.com
Introduction :
• The term "social media" refers to a variety of technological tools that allow people to share information and ideas with one
another. Approximately 60% of the global population, or over 4.7 billion individuals, utilize social media, including
Facebook, Instagram, YouTube, and X platform (previously Twitter). Early in 2023, 94.8% of users visited websites and apps
for chat and messaging, with social media platforms coming in second with 94.6% of users.

Social Media Marketing

Using social networks as a sales and marketing tool is known as social media marketing. Businesses that want to advertise their
goods or services may do it in more ways than one by creating an online presence and interacting with customers directly.
Specifically, social media marketing has made it possible for local businesses to connect with potential customers without
spending much money on advertising.

Consumer Behaviour in Marketing :

The study of consumer behaviour is crucial to marketing because it clarifies how customers choose which things to purchase,
when to purchase them, and from whom.
By analysing customer behaviour, marketers may create marketing strategies that are effective in reaching the appropriate
consumers with the right message at the right moment.
Various internal and external elements, including situational, psychological, environmental, and marketing aspects, as well as
personal, family, and cultural influences, all have an impact on consumer behaviour.
• Factors Influencing Consumer • The Consumer Decision-Making
Behaviour : Process:
Literature Review :
• Andrew T Stephen, in the article titled, The Role of Digital and Social Media Marketing in Consumer Behaviour (2015),
identified five key themes: consumer digital culture, responses to digital advertising, effects of digital environments on
consumer behaviour, mobile environments, and online word of mouth (WOM). The review emphasizes the multifaceted ways in
which consumers engage with and are influenced by digital environments in their daily lives. While a considerable focus exists
on online word of mouth, the article highlights the need for a more comprehensive understanding of the digital consumer
experience. The review concludes by suggesting future research directions to explore a broader range of phenomena in the
evolving landscape of digital and social media marketing.

• Mahmoud Alghizzawi – "The Role of Digital Marketing in Consumer Behaviour (2019): This study reviews recent research on
the impact of digital marketing on consumer behaviour in the tourism sector, focusing on mobile apps, social media platforms,
and electronic word-of-mouth (eWOM). It emphasizes the importance of digital communication in enhancing tourism
competitiveness, influencing eWOM, understanding tourists' behaviour, and examining their engagement with social media and
mobile applications. The study identifies gaps in existing research and proposes future research directions, offering potential
roadmaps for decision-makers in the realm of digital marketing for the tourism sector.
Objectives :
1. To analyse the relationship between viewing advertisements across various media channels and the likelihood of
individuals being influenced to make a purchase.
2. To study the extent to which individuals' tendency to advertising influence affects their purchase decisions
immediately after viewing advertisements.
3. To assess the satisfaction level of the consumers.

Methodology :
The study is based on both primary and secondary data. Primary data is collected through a questionnaire survey and a
total 100 respondents were selected through random sampling using convincing sample method in the Mysore city.
Secondary data is collected through books, magazines, web sources etc. The data is analysed through the application of
Karl Pearson’s Coefficient of correlation using R – programming language.

Limitations of the Study:

• Due to time constraints only 100 respondents were included in the study.
• The study is limited only to Mysuru.
• The study can be further continued with other factors affecting consumer buying decisions.
 Data Analysis and Interpretation :
• Age : Age 18 – 24 24 – 35 35 – 44 45 & Above Total
Frequency 44 22 13 21 100

• Gender : Gender Male Female Total

Frequency 41 59 100

• Occupation : Occupation Students Business Working Professional Others Total

Frequency 40 8 40 12 100

Social Media platforms regularly Type of Social Media content Respondents influencer
used by respondents engages in advertisements
90 70
82 65 Friends/Relatives Posts 52
80 77
60
70 52
61 50
Influencers 31
60
40
50

40 30 Brand Ambassador/Celebrities 19
21
30 26 20 17
20
11 10 Brand Official 47
10
0
0 Video Images Text Based Contest/ 0 10 20 30 40 50 60
Facebook Instagram Twitter Youtube Whatsapp Content Giveways
• Correlation between advertisements and getting influenced to purchase
t = 2.8238, df = 98, p-value = 0.00575
alternative hypothesis: true correlation is not equal to 0
95 percent confidence interval:
0.08231958 0.44665570
sample estimates:
cor = 0.2743025
The correlation coefficient (r = 0.274) indicates a positive relationship between the variables.

• Correlation between getting influenced and making a purchase

t = 4.549, df = 98, p-value = 1.545e-05
alternative hypothesis: true correlation is not equal to 0
95 percent confidence interval:
0.2408831 0.5674270
sample estimates :
cor = 0.4175456
The correlation coefficient (r = 0.418) indicates a positive relationship between the variables.

• Correlation between purchases made and their satisfaction level

t = 2.3392, df = 98, p-value = 0.02135
alternative hypothesis: true correlation is not equal to 0
95 percent confidence interval:
0.03513433 0.40795643
sample estimates:
cor = 0.2299655
The correlation coefficient (r = 0.230) indicates a positive relationship between the variables.
Observations:
• The respondents have opined that they are influenced by content based on videos and images shared via WhatsApp and Instagram
platforms.
• The respondents are influenced to make a purchase decision by friends and relatives posts and the brand’s official page.
• There is a significant, correlation between checking advertisements and getting influenced by the respondents to purchase.
• There is a positive correlation between being convinced by advertisements and making purchases.
• There is a positive correlation between making purchases and the satisfaction level of the respondents.
• The companies need to focus on motivating the customers to repeat purchase or repurchase buying behaviour through continuous feedback
or polls from their consumers and bring changes in their products or services to enhance customer satisfaction.

Conclusion:
Social media marketing has a cutting-edge opportunity for companies, marketers as well as consumers and irrespective of age and gender
creating economies of scale in the digital era. Advertisements, content-based short videos and images, new launches via virtual reality, offers
and discounts on multiple e-karts have become touch points in consumer decision-making. The present study exhibits that advertisements on
social media platforms are strongly influencing consumer buying behaviour on a large scale whether it be products or services. Consumers
are more easily influenced by advertisements while making immediate buying decisions, highlighting the importance for companies to
understand their target customers turned into consumers and also capture their reactions via feedback, reviews or comments on
advertisements. Validating the advertisements on the one hand and satisfaction of the consumers, on the other hand, is highly significant for
the companies to make strategic decisions for future trends and building good relationship with potential customers. Companies should
analyse the role of social media marketing in sensing the customers which provides insights for need analysis, product innovation, product
development and marketing strategies to convert them into buying the products, post-purchase behaviour and also concentrate on repurchase
decisions.
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