Consumers Purchase Intention Based on Social Media Advertising

Abstract

Social Media (SM) has increased popularity around the world in recent years and has had a transformative effect on its user s preferences and usage, research in this area, especially in developing countries like India, is still at an exploratory stage. The current study looks at social media advertisements from the viewpoint of Indians mainly focused on Tamilnadu region. The main objective of the study includes identifying the social media factors that influence consumer while using social media sites, to understand the factors of social media ads towards purchase intention, analysing the relationship between social media advertising factors and intention towards purchase. Pilot study was conducted and the questionnaire was first pre-tested on a sample of 50 respondents using social media for checking the reliability of the questionnaire. The pilot study was done in the month of June on 2018. newlineThe variables on social media factors like community, connectedness, openness, dependence, participation, trust, perceived value, perceptive risk is included. Moreover, the factors of social media advertisements like entertainment, informativeness, credibility, irritation and interactivity are securitized, with the intention of adding extra value to this survey. And in all sections the reliable was checked and endeavoured to be good and reliable. The data was collected from 381 users from various districts of Tamilnadu with the help of survey which had questions from various factors of social media and social media advertisements. Descriptive research design was done for which the proposed procedure was carried out in three phases. The first phase initiates with preparing questionnaire that can clearly address the effect of social medic advertising drives on various demographic factors. In the second phase, the prepared questionnaire was distributed to the various social media users manually. newline newline