Volume 33, Issue 1, 2024
DOI: 10.53555/03276716.2024.06
Social Media As A Marketing Tool: A Cross Sectional Study On Women Consumer Buying Behavior.
Abstract
Background and Objective: Social media marketing is a promising marketing strategy to attract consumers. Various means of social media marketing help in yielding greater sale output and profit margin. The present study aimed to find the mediation effect of Social Media Marketing between Online Purchase and Habitual Buying Behaviour of women consumers and study the influence of demographic variables on Habitual Buying Behaviour of women consumers.
Materials and Methods: A cross sectional survey design was employed for the present study. A total of 236 women living in Chennai city were recruited as samples through a non-probability, convenience sampling technique. The data required for the study was collected using a self-administered questionnaire through Google forms. The link for the Google form was sent by means of WhatsApp and e-mail. SEM (Statistical Equation Modelling) was used for mediation analysis, ANOVA for identifying the influence of demographic variables on Habitual Buying Behaviour. SPSS v23 Software used for data Analysis, SPSS AMOS v21 used for Structural Equation Modelling.
Results: The results of the study showed that the social media marketing mediation effect on women consumers is evident and the results confirms the significant influence of age and marital status on Habitual Buying Behaviour, However Habitual Buying Behaviour is not influenced by education (F=1.516, p=.211) and employment status (F=0.815, p=.444), Further it is noted that working women in the middle aged category (36-55 years) has better level of Habitual Buying Behaviour Also it is observed that the working women who are single have better level of Habitual Buying Behaviour.
Conclusion: It is thus understood that social media plays a vital role as an insinuating marketing tool and supports in hauling a majority of loyal consumers towards the online buying.
Keywords
social media, consumer buying behaviour, e-marketing, communication,media.