Impact of Social Media on Buying Behavior of University Students

By Singh, Ajay; Soniya | International Journal of Education and Management Studies, March 2018 | Go to article overview

Impact of Social Media on Buying Behavior of University Students


Singh, Ajay, Soniya, International Journal of Education and Management Studies


This is the era of Internet Connectedness. Currently, people are connected frequently through social media instead of face to face interaction or by post extra. 50% usage of social media increased in last 5 years. Almost all college and university students use internet once a day (Forston, Scotti, & Chen Malone Delbenz, 2007). At present the use of social media at top most. If we go through with the study of rural area there are still face to face interaction found. But as the passage of time, villages also start adapting social media tools. Social Media can be stated in form collection of social technologies (like Facebook, Whatsapp, Youtube, etc.), which assist a user to form a global community & to create a platform to share consumer opinions (Andreas Kaplan & Michael Haenlein, 2010). With the use of social media one new term also originates, that is Social Media Advertising. Almost all big players in corporate world use social media for advertising purpose. There is requirement of properly planned platform. In current era, where social media is used in high percentage, social media play a vital role in consumer buying decision making. In Indian scenario almost whole of the India covered by social media. If we take a look on last 10 years, there is dramatic up gradation in the use of social media tools. Almost each and every person is connected through different-different channel. People are using Facebook or Whatsapp or any other medium to connect with other. At the same time, while going with these tools people share videos, photos etc. They become aware about new fashion trends, new changes regarding the clothes, watches, hair style etc. Through social media people share ideas, emotions sentiments, feelings and information, and pictures, personal & professional movements.

Social media have a great influence on purchase decision of consumers. When they use Facebook, Whatsapp extra. At same time many advertisement found on these domains of market products. Then these advertisements make aware a consumer about the products in the market and this awareness is started from the use of social media (Jothi, Neelamalar, & Prasad, 2011). Attracting attention of consumers is the basic meaning of advertisement (Ramaswamy & Namakumari, 2004). In past, consumer become aware about the products through friends, relatives and colleagues etc. But now they are becoming aware from the use of Facebook, Whatsapp, Youtube. Youtube also one of the main tool of social media. While watching songs, videos on Youtube, there are many advertisements displayed at the same time. And consumer become aware about the different types of products of the market. More precisely, we can say that this process influences while making purchase decision Cheng, 1996). People start comparing these new products and make decisions which suits their needs. To know about the impact of social media, a quantitative study was conducted to explore the relationship between social media usage and its effect on consumer buying decision making process.

Review of literature

Many investigations are carried out on social media and its impact on student's decision ofbuying a product. Social media have proven as a detrimental factor in their buying decisions while buying a particular product. Students depend on internet at such level that without social media they can-not move forward even a single step. In 21st century almost each youth have their own smartphone. Although social media is becoming more popular in all age groups like adolescents, preadolescents, adults and old age people. But when we see the studies of past on these topics, then we see some dramatic differences. Likewise, many researches stated that males spend more time on internet as compare to the females (Anderson, 2009). Males use internet mainly for amusement, news, new songs and movies extra. Where females use internet mainly for email, school work or for chatting (Gorden et al. …

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