IMPACT OF SOCIAL MEDIA ON BUYERS’ INTENTION – AN INDIAN PERSPECTIVE
Journal Title: IMPACT : International Journal of Research in Humanities, Arts and Literature ( IMPACT : IJRHAL ) - Year 2019, Vol 7, Issue 4
Abstract
Popularity of social media in India is increasing day by day. Consumers are making connections through different social media and posting comments, recommendations and suggestions which other customers can use. Even the companies are using it as platform to communicate to customers by posting related information. Sellers have strategically integrated social media tools to their existing communication repertoires to build and maintain relationships with customers. Now firms need to focus on social media to develop trust building mechanisms and affect the intentions of the consumers. In this context the present paper is an attempt made to identify those factors which establish trust and social commerce intentions though social networking sites in India. A sample of 250 social media users who regularly read information online were chosen and a prestructured questionnaire as administered them to know the social media factors that establish trust and intention to buy. The results of the study imply that trust and perceived usefulness are the key for the success in e-commerce and social networking sites.
Authors and Affiliations
M. Rajani kanth
Keywords
Related Articles
- EP ID EP563631
- DOI -
- Views 101
- Downloads 0
COMPARISON OF ATTITUDE OF YOUTH OF DIFFERENT COLLEGES OF B.V.D.U. TOWARDS YOGA AND YOGA PRACTICES
The aim of the study was to investigate and compare the selected variables i.e. attitude of youth of different colleges of B.V.D.U. towards yoga and yoga practices. For the purpose of the present study, the researcher wa...
ASSOCIATION OF PRE-ECLAMPSIA WITH SUBCLINICAL HYPOTHYROIDISM IN PREGNANT WOMEN
In pre-eclampsia, the serum concentration of thyroid stimulating hormone is elevated. This might triggers subclinical hypothyroidism. Pregnancy itself is a risk factor for developing hypothyroidism. Ultimately, an insuff...
WOMEN’S MARGINALISATION:AN ANALYSIS OF THE SELECT POEMS OF EMILY DICKINSON AND KAMALA DAS
This studyintends to show how patriarchy marginalises women at different levels of their lives. It tries to explain how women endure submissive status in their own families, how matrimony appears to be a trap for them an...
Customers Satisfaction with Life Insurance Policies and Agents: A Study of Shimla District (H.P.)
Life is a most beautiful thing on this earth which makes it different from other planets and insurance of this asset is called life insurance. Life insurance provides both safety and protection to our loving ones and als...
Fiscal Management of Sub National Governments of India
It is the prime focus of the state governments to keep fiscal deficit, public debt, and inflation in limits. Though fiscal sustainability is essential but it is not sufficient condition for growth. The design of fiscal p...