International Journal For Multidisciplinary Research

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The Influence of Social Media Marketing on Impulsive Buying Behaviour of Consumers in Kerala

Author(s) ATHIRA BHASKARAN, Dr. SWARUPA R
Country India
Abstract In the present era, social media has become an integral aspect of individuals' lives. Platforms like Facebook, Twitter, Instagram, and LinkedIn boast a significant user base that continues to expand with each passing day. Over the recent years, there has been a rise in curiosity surrounding impulsive purchasing tendencies. This surge in interest has sparked the attention of both organizations and researchers, driving them to delve into the psychological motivations that underlie this behaviour. The primary aim of this research was to examine how social media influences the impulsive buying behaviour of customers in the Kerala. Additionally, the study aimed to analyse the key factors that contribute to impulsive buying behaviour among customers. The research approach adopted was both explanatory and descriptive in nature. Regression Analysis was employed to establish connections between variables such as Hedonic Motivation, Trust, website quality and variety seeking and Impulsive Buying Behaviour. The findings indicated a positive and noteworthy correlation between Social Media and customers' impulsive buying behaviour. This highlights the significance of social media for online retailers and marketers in fostering impulsive buying behaviour among consumers.
Keywords Social Media, Impulse Buying Behaviour, Social media Marketing, consumer buying behaviour, hedonic motivation, website quality, trust, variety seeking
Field Business Administration
Published In Volume 5, Issue 4, July-August 2023
Published On 2023-08-26
Cite This The Influence of Social Media Marketing on Impulsive Buying Behaviour of Consumers in Kerala - ATHIRA BHASKARAN, Dr. SWARUPA R - IJFMR Volume 5, Issue 4, July-August 2023. DOI 10.36948/ijfmr.2023.v05i04.5729
DOI https://doi.org/10.36948/ijfmr.2023.v05i04.5729
Short DOI https://doi.org/gsnrj4
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