The Impact of Social Media on Impulse Buying Behaviour in Hyderabad Sindh Pakistan
DOI:
https://doi.org/10.31580/ijer.v2i2.907Keywords:
Social media, Impulse buying behavior, Social network marketing, Electronic word-of-mouth, Hedonic motivationAbstract
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.
References
Akram, U., Hui, P., Khan, M., Yan, C., & Akram, Z. (2018). Factors affecting online impulse buying: evidence from Chinese social commerce environment. Sustainability, 10(2), 352.
Alvi, M. (2016). A manual for selecting sampling techniques in research.
Al-Zyoud, M. F. (2018). Does social media marketing enhance impulse purchasing among female customers case study of Jordanian female shoppers. Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 2.
Aragoncillo, L., &Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing-ESIC, 22(1), 42-62.
Aragoncillo, L., &Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing-ESIC, 22(1), 42-62.
Bewick, V., Cheek, L., & Ball, J. (2003). Statistics review 7: Correlation and regression. Critical care, 7(6), 451.
Husnain, M., Qureshi, I., Fatima, T., & Akhtar, W. (2016). The impact of electronic word-of-mouth on online impulse buying behavior: The moderating role of Big 5 personality traits. J Account Mark, 5(190), 1-10.
Kumar, S. (2018). Impact of Social Media Marketing on Online Impulse Buying Behaviour. Journal Of Advances And Scholarly Researches In Allied Education, XV(5).
Mugo, F. W. (2002). Sampling in research.
Nadaraja, R., &Yazdanifard, R. (2013). Social media marketing: advantages and disadvantages. Social Media Marketing, 1-10.
Nadaraja, R., &Yazdanifard, R. (2013). Social media marketing: advantages and disadvantages. Social Media Marketing, 1-10.
Ozer, S. (2012). The effect of social media on consumer buying decision process (Doctoral dissertation, Dublin, National College of Ireland).
Rehman, F. U., Ilyas, M., Nawaz, T., &Hyder, S. (2014). How Facebook advertising affects buying behavior of young consumers: The moderating role of gender. Academic Research International, 5(4), 395-404.
Sharma, B. K., Mishra, S., & Arora, L. (2018). Does Social Medium Influence Impulse Buying of Indian Buyers?. Journal of Management Research, 18(1), 27-36.
Shim, D., & Altmann, J. (2016). How Marginally Does Impulse Buying Intention Change in Social Commerce? Nonparametric Regression Approach. Global Media Journal, 14(27).
Sudha, S. and Bharathi, K. (2018). Role of Social Media influence on Customers Impulsive Buying Behaviour towards Apparel. International Journal of Supply Chain Management, 7(5).
Zhang, K. Z., Hu, B., & Zhao, S. J. (2014). How online social interactions affect consumers' impulse purchase on group shopping websites? In PACIS (p. 81)
