Influence of Advertisements Effects in Impulse Buying Behaviour Towards Social Media in Electronic Retailing

P. Mahalakshmi (), P. Kannan () and M. Venkatesh ()
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P. Mahalakshmi: P.S.R Engineering College, Assistant Professor, Department of Management Studies
P. Kannan: P.S.R Engineering College, Professor & Head, Department of Management Studies
M. Venkatesh: P.S.R Engineering College, Assistant Professor, Department of Management Studies

A chapter in Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024), 2024, pp 307-316 from Springer

Abstract: Abstract Advertisements are cold, indifferent attempts to get the word out about a services, goods, concepts and ideas. In advertisement there is no interaction between the manufacturer and the final customer. In order to get this ‘ad’ message across to the intended market. The advertiser employs a variety of effective and practical media vehicle. Promotions in social media can lead to a hasty purchase. The marketer then selects the most appropriate medium in which to disseminate the message to the intended market. The purpose of this study was to investigate the influence of social media on consumers’ propensity to make impulsive purchases when shopping online. Use of the internet for both personal and professional reasons. The purpose of this observational research is to gain insight into the realities of those who promote their goods and services on social media. To solve this mystery, the researcher has employed a mixed methodology, drawing on both main and secondary sources. The structured questionnaire has served as a primary source of information, while articles from periodicals and online resources served as supplementary sources. Researchers recruited 400 randomly selected customers who made purchases through electronic channels, and then surveyed them about their social media usage and preferences. Standard deviation of the sample was used to determine the final sample size for this research. According to the results of this research, Instagram is widely regarded as the most effective instrument for promoting businesses and expanding business networks. To make a snap decision, many business owners use Instagram to look at products before buying. Instagram is a specialized marketing strategy developed by business owners to increase brand recognition and consumer interest in their wares.

Keywords: Advertisement; Impulsive buying behaviour; Social media (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-433-4_22

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