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A STUDY ON THE IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMER
PURCHASING DECISION
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A STUDY ON THE IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMER
PURCHASING DECISION
Dr. W. Saranya, Associate Professor, Department of Commerce with Professional Accounting, Sri
Ramakrishna College of Arts and Science, Coimbatore
Mr. R. Likhith, III B.Com PA, Department of Commerce with Professional Accounting, Sri
Ramakrishna College of Arts and Science, Coimbatore
ABSTRACT
Lately, social media advertising has emerged as a crucial element of the marketing tactics
employed by the most prosperous fashion firms. Most fashion stores have begun to see the potential
of using social media networks to draw in new clients as a result of the growth of social media. This
study aims to investigate how social media advertising affects consumers' purchasing decisions with
regard to fast fashion. In keeping with the fast fashion business, the study also assesses the general
influence of social media advertising on the decision-making process of consumers. This study used a
self-administrated questionnaire to collect data using a descriptive quantitative research methodology.
A sample of 131 customers and active social media users in Western Province make up the study's
population.
KEY WORDS: Consumer Buying Behavior, Fashion Retailers, Fast Fashion, Social Media
Advertising
INTRODUCTION
In the contemporary digital age, social media has become an integral part of people's lives,
influencing various aspects, including consumer behaviour. The surge in social media usage has led
businesses to leverage these platforms for advertising. This study aims to delve into the profound
impact of social media advertising on consumer purchasing decisions. The increasing prevalence of
social media platforms as marketing channels has prompted businesses to reassess their advertising
strategies. Understanding the dynamics of consumer decision-making in response to social media
advertising is crucial for businesses to optimize their marketing efforts and enhance overall customer
engagement. A comprehensive review of existing literature will explore the evolution of social media
advertising, its theoretical foundations, and previous research findings. This section will highlight the
gaps in current knowledge and set the stage for the current study. Acknowledging the scope of this
study, certain limitations such as sample size constraints, potential respondent bias, and the dynamic
nature of social media trends will be considered.
OBJECTIVES OF THE STUDY
• To Determine the extent to which social media advertising influences consumer purchasing
decisions.
• To Evaluate the effectiveness of different types of social media advertising in driving consumer
behavior.
• To Assess the impact of social media advertising on brand perception and imag
REVIEW OF LITRATURE
Muhammad ShafiqGul et al., (2004) In the analysis, the researchers concentrated on finding
the relationship of Social Media and buying behaviour of customer. The study involved the students
of academic institutes of Karachi. Around two hundred and sixty questionnaires were answered by the
students. The study finds that there is no strong relationship between Customer Buying behaviour and
Social Media .
TeenaBagga et al., (2013)The study analyses the inner and outer factors of consumer‟s online
buying behavior. A structured form was used and a survey was conducted with two hundred samples.
Questionnaires were sent through the mail and also posted through online web pages and were
Bharatiya Shiksha Shodh Patrika, Vol. 43, Issue 1(VIII), January – June: 2024 43
answered by the respondents themselves. The statistical analysis found seven major factors that govern
the consumer‟s buying behavior. These seven factors were: would like for Social Communication,
website Attributes, on-line Advertising, Recreation, Convenience, privacy issues and data Search.
GeetanjaliNaidu et al., (2013) In their study analyses the influence of social media in
purchasing behavior of customer in Raipur. According to the survey result 75% of Indian youth uses
internet for sharing their opinion, views and comment in numerous websites. The analysis concludes
that people use social media widely for collecting information regarding product.
AindrilaBiswas et al., (2014) In her paper, aims to look the influence of social media on
consumer selection behavior. Technology Acceptance Model was adopted to find the social media
usage perceptions. The employees of the Multinational companies in India are the samples for the
study. A equation modeling was used to test the eligibility of the model. The results state that users of
social media inclined to have more purchase intention than the occasional users.
Marta Zembik (2014) In his study explains that Social media comprises of blogs, public
forums, social media sites, that is used for communication of some information. The data provided in
social media is beneficial for organization/ firms and customers. Customers benefited from the product
information posted by others, recommendations by other customers. Firms benefited by the
information provided by the customers in social media about their products, getting the feedback on
their product market, information about the prospective customers, customers needs and demographic
14 characteristics. This article emphasis on how social media information is essential for companies
and customers in their decision-making process
STATEMENT OF THE PROBLEM
The increasing prevalence of social media platforms as advertising mediums has raised
significant interest in understanding their influence on consumer behavior, particularly in shaping
purchasing decisions. However, despite the extensive presence of social media advertising, there
remains a gap in comprehensive research that systematically analyzes and quantifies its impact on
consumer purchasing decisions across various demographics, industries, and platforms. Therefore, the
primary problem this study aims to address is to examine the multifaceted impact of social media
advertising on consumer purchasing decisions, exploring factors such as the effectiveness of different
advertising strategies, the role of user engagement and interactivity, the influence of social media
influences, the impact of platform choice, and the moderating effects of demographic variables. By
addressing this gap, the study seeks to provide valuable insights for marketers and advertisers to
optimize their social media advertising strategies and enhance their understanding of consumer
behavior in the digital age.
RESEARCH METHODOLOGY
1. RESEARCH DESIGN
The descriptive method of research was utilized in the study to determine Impact Of Social
Media Advertising On Consumer Purchasing Decision by using convenience sampling.
2. SAMPLE SIZE
The sample consist of 131 respondents and carried out in Coimbatore city.
3. DATA COLLECTION
Primary data collected through framed questionnaire and Secondary data collected through
Journals, Books and Internet.
TOOLS USED
• Percentage Analysis
• Chi-square
44 भारतीय शिक्षा िोध पशिका, वर्ष . 43, अंक 1(VIII), जनवरी-जून: 2024
…
ANALYSIS & INTERPRETATION
TABLE 1 DEMOCRACY VARIABLE
PARTICULARS VARIABLES RESPONDENTS PERCENTAGE
GENDER Male 49 45
Female 72 55
AGE 15-19 38 28
20-24 38 30
24-29 26 19.8
Above29 29 22.2
OCCUPATION Student 43 32.8
Un employee 31 23.7
Employee 28 21.4
Others 29 22.1
NUMBER OF 2 10 13.1
FAMILY 3 40 52.4
MEMBERS 4 60 78.6
5 21 27.51
STATUS Married 48 32.8
Unmarried 88 67.2
MONTHLY 10000-30000 30 22.9
INCOME 30000-50000 25 19.1
50000-80000 42 32.1
Above 80000 34 26
Table 1 show that demographic variable of the respondents, 55% of the respondents are Female,
30% of the respondents are aged between 20-24, 32.8% of the respondents are students, 78.6% of the
respondents are belong to 4 member family, 67.2% of the respondents are unmarried and 32.1% of the
respondents are earned monthly income between 50000-80000.
TABLE 2: Favourable online shopping sites
particulars Variables Respondents Percentage
Online product Flipkart 30 22.9
mostly used Amazon 53 40.5
Meesho 28 21.4
Myntra 20 15.3
Total 131 100
Table 2 shows that, The majority of respondents, 53 (40.5%), prefer Amazon for their online
purchases. Flipkart is the second most popular platform, with 22.9% of respondents using it. Meesho
is the third choice, selected by 21.4% of respondents. Myntra has the least usage among the surveyed
population, with 15.3%.
TABLE 3: Product categories
particulars Variables Respondents Percentage
Regularly buying in Apparels medicines 28 21.4
social media Electronics 40 30.5
marketing Health and wellness 42 32.1
Grocery 21 16
Bharatiya Shiksha Shodh Patrika, Vol. 43, Issue 1(VIII), January – June: 2024 45
Total 131 100
Table 3 clear that, 32.1% of the respondents are buy health and wellness products, 30.5% of
the respondents are buy electronics, 21.4% of the respondents are buy Apparel medicines and 16% of
the respondents are Grocery.
TABLE 4: Consumer Response to Social Media Advertisements: Likelihood of Engagement
particulars Variables Respondents Percentage
Desire are consumers Unlikely 25 19.1
to enter with social
media Some what 49 37.4
advertisements
Likely 33 25.2
Very likely 24 18.3
Total 131 100
Table 4 Shows that,37.4% of the respondents are chosen some what, 25.2% of the respondents
are likely, 19.1% of the respondents are Unlikely and 18.3% of the respondents are chosen Very Likely.
TABLE 5: Consumer Decision-Making Journey: Impact of Social Media Advertising Across
Stages
particulars Variables Respondents Percentage
Consumer decision Awareness 39 29.8
making journey at Consideration 49 37.4
which stage does Decision 28 21.4
social media Post-purchase 15 11.5
advertising Total 131 100
Table 5 shows that consumer decision making journey, 37.4% of the respondents are
Consideration, 29.8% of the respondents are Awareness, 21.4% of the respondents are decision and
11.5% of the respondents are Post-purchase.
TABLE 6: Exposure to Social Media Advertisements: Frequency Among Consumers
particulars Variables Respondents Percentage
Consumers come Rarely 31 23.7
across advertisement Occasionally 47 35.9
on social media Frequently 33 25.2
platforms Always 20 15.3
Total 131 100
Table 6 shows that consumer come across ad on social media, 35.9% of the respondents are
chosen occasionally, 25.2% of the respondents are chosen frequently, 23.7% of the respondents are
chosen rarely and 15.3% of the respondents are chosen Always.
TABLE 7: Consumer Awareness of Products or Services via Social Media Advertising: A
Spectrum Analysis
particulars Variables Respondents Percentage
Extent are consumer Limited awareness 28 21.4
aware of products or Moderate awareness 43 32.8
services through High awareness 38 29
social media Very high awareness 22 16.8
advertising Total 131 100
46 भारतीय शिक्षा िोध पशिका, वर्ष . 43, अंक 1(VIII), जनवरी-जून: 2024
…
Table 7 show that, 32.8% of the respondents are moderate awareness, 29% of the respondents
are High awareness, 21.4% of the respondents are limited awareness and 16.8% of the respondents are
Very high awareness.
TABLE 8: Impact of Social Media Advertisements on Consumer Brand Perception
particulars Variables Respondents Percentage
Exposure to social Negatively 22 16.8
media advertisement Neutral 43 32.8
impact consumers Positively 38 29
perception of a brand Extremely 28 21.4
Total 131 100
Table 8 shows that, 32.8% of the respondents are Neutral, 29% of the respondents are Positive,
21.4% of the respondents are extreme and 16.8% of the respondents are Negative.
CHI-SQUARE
TABLE 9 RELATIONSHIP BETWEEN BUYING BEHAVIOR AND MONTHLY INCOME
Variable P-Value Significant
Monthly Income 0.023514 Significant
Table 9 relationship between buying behavior and monthly income, there is significant
relationship between these because the p-value is 0.0235 that is below 0.05.
TABLE 10 RELATIONSHIP BETWEEN DECISION MAKING AND AGE
Variable P-Value Significant
Age 0.050 Significant
Table 10 relationship between decision making and age, there is significant relationship
between these because the p-value is 0.05 that is equal to 0.05.
TABLE 11 RELATIONSHIP BETWEEN CONSUMER AWARNESS AND AGE
Variable P-Value Significant
Age 0.001302 Highly Significant
Table 11 relationship between consumer awarness and age, there is highly significant
relationship between these because the p-value is 0.0013 that is below 0.05.
TABLE 12 RELATIONSHIP BETWEEN IMPACT OF CONSUMER PERCEPTION AND
OCCUPATION
Variable P-Value Significant
Occupation 0.24289 Non Significant
Table 12 relationship between impact of consumer perception and occupation, there is no
significant relationship between these because the p-value is 0.242 that is above 0.05.
LIMITATIONS OF THE STUDY
✓ The study's sample size is restricted to 131 participants, which may limit the ability to obtain
reliable results from a wide population.
✓ The research's geographic scope will be restricted to the western region; hence, more investigations
are necessary to generalize the findings.
✓ The study's drawback may be highlighted as the researcher's biases were discovered during the
convenience sampling approach.
FINDINGS & SUGGESTION
• Majority of the Respondents are Female
Bharatiya Shiksha Shodh Patrika, Vol. 43, Issue 1(VIII), January – June: 2024 47
• Majority of the Respondents are aged between 20-24
• Majority of the Respondents are student
• Majority of the Respondents are 4 member family
• Majority of the Respondents are Unmarried
• Majority of the Respondents are 50000-80000
• Majority of the Respondents are use amazon
• Majority of the Respondents are Health & Wellness
• Majority of the Respondents are occasionally on social media
• Majority of the Respondents are Moderately awarded
• Majority of the Respondents are neutrally explored the social media.
CONCLUSION
Any company may benefit from using social media as a great tool to raise their profile. Improve
connections, create a dialogue with clients in both directions, offer a platform for comments, and raise
the organization's profile and reputation. Social media platforms have grown in importance for
businesses due to these factors. Any company may benefit greatly from using social media as a tool.
It may raise your profile, strengthen bonds, create a dialogue with clients in both directions, offer a
platform for comments, and raise the organization's profile and reputation. Social media platforms
have grown in importance for businesses due to these factors. When social media advertising channels
are compared to traditional channels advertising, the comparison ends with a preference for social
media advertising channels. Regarding every facet of the marketing respondents agree that Social
media advertising channels are better than that of tradition media advertising. The following table
gives the hypothesis and the results of the data analysis for these hypothesis.
48 भारतीय शिक्षा िोध पशिका, वर्ष . 43, अंक 1(VIII), जनवरी-जून: 2024
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