The Impact of Social Media on Impulse Buying Behaviour in Hyderabad Sindh Pakistan

  • Aliz Ahmed khokhar Department of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Information Technology (SZABIST) Hyderabad
  • Pir Abu baker Qureshi Department of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Information Technology (SZABIST) Hyderabad
  • Farman Murtaza
  • Abdul Ghafoor Kazi SZABIST https://orcid.org/0000-0002-6354-7391
Keywords: Social media, Impulse buying behavior, Social network marketing, Electronic word-of-mouth, Hedonic motivation

Abstract

In the past few years, the interest in the impulsive buying behavior has been increase and it has provoked the interests of organizations and researchers to understand the psychological strengths behind this behavior. The main objective of this study was to study the impact of social media on Impulse buying behavior of customers in Hyderabad region and to analyze the important factors affecting impulsive buying behavior of customers. The research design of this study was explanatory and descriptive in nature. Regression Analysis was used to find the relationship between the variables (Social Network Marketing, Hedonic Motivation, electronic word-of-mouth, Trust and Impulsive Buying Behavior). The results showed that Social Media does have a positive and significant impact on the Impulsive Buying Behavior of the customers. Therefore, online retailers and marketers should understand the importance of social media for encouraging the online impulsive buying of the consumers.

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Published
2019-05-13
How to Cite
khokhar, A. A., Qureshi, P. A. baker, Murtaza, F., & Kazi, A. G. (2019). The Impact of Social Media on Impulse Buying Behaviour in Hyderabad Sindh Pakistan. International Journal of Entrepreneurial Research, 2(2), 8-12. https://doi.org/10.31580/ijer.v2i2.907
Section
Articles

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