Disseration Debasmita

USE OF SOCIAL MEDIA PLATFORMS FOR MARKETING
OF PRODUCTS FOR GENERATION “Z” IN THE POST

COVID ERA: A STUDY IN SOUTH ODISHA
Dissertation submitted to the Central University of Orissa for the Partial

Fulfilment of the Degree of Master of Business Administration in Department
of Business Management
by
Debasmita Das
Enrolment No.: 19/06/DBM/14
Under the Supervision of
Mr. Yadav Devi Prasad Behera

Faculty
Department of Business Management
Central University of Odisha

Koraput- 764021
2019-2021
Central University of Odisha
(Established under the Central Universities Act, 2009)
Sunabeda, Koraput, Odisha, 763004
CERTIFICATE
This is to certify that the dissertation entitled “USE OF SOCIAL MEDIA

PLATFORMS FOR MARKETING OF PRODUCTS FOR GENERATION “Z” IN
THE POST COVID ERA: A STUDY IN SOUTH ODISHA ” is a record of bonafide
research work carried out by Ms. Debasmita Das, Enrolment No.

19/06/DBM/14, during the period of study under my guidance and supervision.
The dissertation has reached the standard of fulfilling the requirements of the
regulations relation to the MBA. Degree of the Central University of Odisha.
The results embodied in this dissertation have not previously formed the basis
for the award of any degree, diploma, associate ship, fellowship or similar other
titles and that it is an original work done by her.
I wish all the best in her career and life.

Central University of Odisha, Koraput
DECLARATION
This dissertation is a presentation of my original research work. Wherever contributions of
others are involved, every effort is made to indicate this clearly, with the reference to the
literature and acknowledgement of collaborative research and discussion. The work was done
under the guidance of Mr.Yadav Devi Prasad Behera, Faculty, Department of Business
Management, Central University of Odisha, Koraput.
[Debasmita Das]
In my capacity as supervisor of the candidate’s dissertation, I certify that the above

statements are true to the best of my knowledge.
[Yadav Devi Prasad Behera]
Date:
ACKNOWLEDGEMENT
First of all, I am very much thankful to the Almighty who enabled me to complete this
project. The success and final shape of this project required a lot of effort, guidance and
support from many people. I feel privileged to have got all along the completion of my
project.
I am highly indebted to my project guide Mr. Yadav Devi Prasad Behera for her continuous
support, supervision, motivation and guidance throughout the tenure of my project in spite of
her hectic schedule which truly remain driving spirit in my project. I am also thankful to him
on giving me the golden opportunity to do this wonderful project on “USE OF SOCIAL
MEDIA PLATFORMS FOR MARKETING OF PRODUCTS FOR GENERATION “Z”
IN THE POST COVID ERA : A STUDY IN SOUTH ODISHA”.
Finally, I am thankful to my parents and my friends who have been a source of strength and
support for me. They have continually pushed me to think critically and never settle for
anything less than my best. They have kept me focused, on track and fed in the final stretch
of my project. For their continuous support, I am forever grateful.
Debasmita Das
Enrolment No: 19/06/DBM/14
Master of Business Administration
Session: 2019-2021
CHAPTER-1
Use of Social Media Platforms for Marketing of Products for Generation “Z” in the
Post Covid Era : A Study In South Odisha
1. Introduction:
The term social media describes ‘interactive computer-mediated technologies that facilitate
the creation or sharing of information, ideas, career interests and other forms of expression
via virtual communities and networks’. This definition includes a wide variety of popular
platforms, including Twitter, Facebook , Instagram , Linkedin , blogging platforms, We Chat
and Whatsapp.
Corona Virus Disease-2019 (COVID-19) have resulted in a pandemic of viral respiratory

failure. Many countries have managed this outbreak through the use of ‘physical distancing’
strategies, which largely involves restriction of physical contact to the bare minimum
required for daily living. This has increased the use of and dependence upon social media
platforms to stay connected for work, education and social purposes; and marketing.
The Consumer Decision-Making Model was used as a framework to investigate changes in

consumers’ social media behaviours that have occurred since the COVID-19 pandemic was
declared. Investigating the impact of this pandemic on consumers’ social media marketing
behaviours is important because recent findings indicate that the pandemic is having
significant and structural impacts on consumers’ purchase behaviours as well as their
decision-making processes , which could result in significant changes in marketing practice.
Pandemics are epidemics that occur “over a very wide area, crossing international
boundaries, and usually affecting a large number of people . Given increasing globalization,
urbanization, and international travel, experts believe that pandemics will re-occur though
their timing and severity remains unpredictable. The COVID-19 pandemic has placed social
media marketing squarely in the centre of a company’s outreach strategy, as it's quickly
become the one of most efficient ways to market during a crisis.
Today, more than any other time in recent history, social media platforms have become the
main source of information surpassing print and other digital media platforms. Further the
current situation (covid-19) has acted as a catalyst to the ever-increasing rise in social media
adoption. More and more people are relying on Twitter, Facebook, and Instagram to stay up-
to-date.
As businesses world over grapple with dropping profits and staff well being, marketing via
social media will be key. With social distancing and restricted movement, more consumers
are now shopping online.
Social media has become an indispensable component in our daily life. Home-bound with
little to do Covid-19 has led to a spike in online media consumption. This period presents a
rare and unique opportunity to use social media marketing at its best; to connect and bond
with customers in meaningful ways. Customers are looking to engage with brands that do
more than just sell. In this regard, community support is crucial. Practical support such as
providing food or sanitizing equipment to those in need will render a human face to your
business. Undeniably, social media marketing also provides a platform to brand, sell, and
market your products and services. But, this should not be the end-all-be-all for social media.
The ongoing COVID-19 pandemic has had an impact on every aspect of our lives, from the
way people spend their time, search, find, and buy products, to the way businesses, brands,
and marketers advertise and promote their products, or services. When people began
spending more time at home, as a result of the pandemic, they also began using the internet
more, which gave rise to an unexpected increase in social media engagement. Adults started
using social media more since the outbreak began, and the average amount of time spent on
mobile internet has risen by an hour more every day during the crisis. The Global number of
internet users, who are using social media at least once every month in 2020. Facebook
currently remains the leading social media platform used by users, followed by the likes of
Instagram and TikTok.
Because more people are spending more time on social media networks and mobile devices
during the pandemic, they are also engaging more with online ads. One report indicates that
the number of mobile internet users engaging with online ads has increased by 15 percent
during the crisis. In addition to the increase in social media usage, and ad engagement, the
number of internet and mobile users turning to social media influencers and their content has
also increased as a result of the pandemic. Due to the physical restrictions, social media users
are naturally inclined to seek interpersonal connections. One of the beneficiaries of this need
is influencer content. Now more people buying and shopping online, as a result of the
pandemic, and social distancing rules. The current crisis has forced many to shop online from
the safety and convenience of their own homes, and avoid waiting in lines, and crowded
areas.
1.1 Objective of the study:
1. To find the factors driving the purchase decision of the generation “Z”.
2. To find out the effect of social commerce platform on the purchase intention of the
generation “Z”.
1.2 Hypothesis of the study:
1. H01- There is a significant effect of social commerce platform on the purchase
intention of the generation “Z”.
1.3 Research design
a. Type of research: The study followed the causal research design.
b. Population of the study is the generation “Z” purchasing products through social
commerce platform.
c. Data collection: Stratified Random sampling technique will be used to find out
samples will be collected Odisha.
d. A total of 106 samples will be collected within Odisha.
e. Data will be collected through a self structure questionnaire.
f. The scale of questionnaire is measured by Cronbach’s alpha.
g. The data adequacy is tested through KMO statistics.
1.4 Research Methodology
1. The research philosophy based on interpritasim for interprets the factor of cognition
and follow the deductive approach.
2. For the research design causative research design as well as descriptive approach are
adopt. Causative design presents that the effect of social commerce platform on the
purchase intention of the generation “Z”.
3. The primary data collected through the self structure questionnaire, the Sample size
taken for the current study is 106 and 5-point Likert scale was used in the
questionnaire and secondary data is collected by review of previous articles and
books.
4. Stratified Random sampling technique will be used to find out samples.
5. To analysis the data both quantitative data analysis and qualitative data analysis are
used.
1.5 Limitation of the study
1. The data are taken from the state Odisha only. If other state would have taken in to
consideration then better result would have been expected
2. The analysis is based on responses of only 107 responses. With greater number of
responses, better results would be expected.
CHAPTER -2
2. Literature Review
2.1 Review of previous findings (Articles):
2.1.1.Amal Dabbous, Karine Aoun Barakat & May Merhej Sayegh,”Social Commerce
Success: Antecedents of Purchase Intention and the Mediating Role of Trust”,
These paper describes about the past couple of years have witnessed the emergence of a new
phenomenon known as social commerce, which incorporates the transactional aspect of e-
commerce with social interactions. To date, little is known about how different factors
namely; online social interactions, consumers’ engagement on social networks, perceived
economic benefit and online brand awareness increase the purchase intention through social
commerce. Moreover, the mediating role of trust within the social commerce literature needs
further investigation. This study fills this gap by examining the duality of social commerce.
It uses Structural Equation Modeling to test the proposed hypotheses. Findings show that
the relationships between consumer engagement, brand awareness and intention to purchase
through social commerce are fully mediated by trust. Social interactions have a direct positive
impact on purchase intentions. Whereas, perceived economic benefit has a significant impact
on both trust and intention to purchase through social commerce.
2.1.2. Gareth Huw Davies , Sian Roderick and Louisa Huxtable-Thomas,”Social commerce
Open Innovation in healthcare management: an exploration from a novel technology transfer
approach”
This paper describes about an Open Innovation approach, AgorIP, for commercialisation of
opportunities within Health & Social Care and Life Sciences, piloted in south-west Wales.
This approach, supported by Welsh Government, NHS Wales, universities and private sector
aims to develop new markets and innovations, where all opportunities are rigorously assessed
for existing and/or new market potential. In parallel, the empowerment of citizens to manage
their personal and collective health, and to access information and services has become an
important driver, becoming a disruptive development within the state-centric integrated
health economy. This paper examines the relevant policy context and emerging portfolio of
innovations within AgorIP to explore emergence of social commerce innovation in Health
care management. Findings reflect the above dynamics and constraints, with innovations
showing segmentation across geographic, demographic and disease-sufferer groups. The
authors therefore offer the AgorIP initiative as an interesting space to observe the potential
for Open Innovation of social commerce within the health sector.
2.1.3. Harish Kumar, Manoj Kumar Singh, M.P. Gupta, (2018) "Socio-influences of user
generated content in emerging markets", Marketing Intelligence & Planning
The paper describes about how to conceptualize the influencing characteristics of user-
generated content over perceived structure of social platforms to plan various business
practices to improve the social commerce activities especially in emerging markets.In first
step, key factors are identified from the systematic literature studies and experts’ opinion.
Second, total interpretive structural modeling is used to interpret the complexity of
relationships among various factors. Further, fuzzy-MICMAC analysis is used to determine
the most driving factors to improve the social commerce. The study illustrates hierarchical
relationships that can help policy designers, business leaders and decision makers to gain
maximum benefits of mining the user-generated content to implement the people- oriented
changes to improve economic capability of a country.
2.1.4. Ashish Kumar, Jari Salo & Hongxiu Li (2019), “Stages of User Engagement on Social
Commerce Platforms: Analysis with the Navigational Clickstream Data”
This paper describes about the Social commerce platforms have gained prominence in e-
commerce, as social media has become an integral part of users’ online activities. Therefore,
firms have been either developing or utilizing social commerce platforms to increase user
engagement by adding social shopping facility onto their electronic commerce platforms.
However, managing user engagement and user interaction becomes complex when e-
commerce platforms are transformed into social commerce platforms. In this study, we
operationalize four distinct stages of the social commerce platform, namely, social
identification, social interaction, social shopping, and transaction based on salience theory.
Using clickstream data, we empirically measure user engagement in these four states by
modeling users’ incidence and time spent. Drawing from the PageRank algorithm, we capture
the importance of ranking and distance on user engagement. The model also accounts for the
effects of situational variables such as weekend; holiday; time of day; and user
characteristics, such as gender and social media setting. Our results suggest that ranking and
distance have significant effects on users’ incidence as well as time spent on social commerce
platforms. The insights from this study can be helpful in designing the social commerce
platform effectively using only the customers’ path navigational clickstream data from the
parent social commerce platform.
2.1.5. Xiaodong Li,Chuang Wang and Yanping Zhang, “The dilemma of social commerce Why
customers avoid peer-generated advertisements in mobile social networks”.
These paper describes about how due to customers’ extensive avoidance behavior, social
commerce may be less successful than anticipated. This study investigates the underlying
mechanism and antecedents that influence customers’ avoidance of peer-generated
advertisements. Based on the general framework of avoidance behaviour, we propose a
theoretical model for the context of a mobile social network, with tie strength as the user-
related factor and violation of shared language, advertisement relevance and information
overload as contextual variables. Using survey data collected from 334 customers on
WeChat, we empirically examine the research model and hypotheses. Tie strength and
advertisement relevance are negatively associated with avoidance behaviour, whereas
information overload and violation of shared language have significantly positive effects.
Furthermore, tie strength weakens the negative relationship between violation of shared
language and avoidance behaviour but strengthens the positive relationship between
advertisement relevance and avoidance behaviour.
2.1.6. Jaehyeon Ju & Jae-Hyeon Ahn (2016), “The effect of social and ambient factors on
impulse purchasing behavior in social commerce”,
The paper describes about the Social commerce is an exciting new business model in the e-
commerce world. Because it is a relatively new concept, the strategies that achieve the best
market performance remain unclear. To better understand consumer purchasing behavior
and develop corresponding strategies, special characteristics of social commerce need to be
considered. This study uses the stimulus-organism- response framework to examine the effect
of social presence and ambient factors from the impulse purchasing perspective in a social
commerce context. Experimental data were collected from 300 social commerce users related
to nine social commerce deals, and hypothesis testing was performed using a partial least
squares model. First, the results of our study indicate that social presence in a social
commerce site replicates the presence of consumers in the retail environment and makes
consumers feel like shopping together, which leads to higher impulse purchasing behavior.
Second, this study identifies music tempo as a potentially important ambient factor in the
success of a social commerce site. Third, this study finds a very interesting phenomenon that
the scarcity of a deal can have a negative effect as a moderator between music tempo and
pleasure. The findings of this study suggest that a pleasant and entertaining experience is
necessary and a social aspect needs to be incorporated for better performance in social
commerce sites.
2.1.7. ANDREW T. STEPHEN and JEFF GALAK, “The Effects of Traditional and Social
Earned Media on Sales: A Study of a Microlending Marketplace”,
The paper describes about how the marketers distinguish three types of media: paid (e.g.,
advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid
media on sales have been extensively covered in the marketing literature. The effects of
earned media, however, have received limited attention. The authors examine how two types
of earned media, traditional (e.g., publicity and press mentions) and social (e.g., blog and
online community posts), affect sales and activity in each other. They analyze 14 months of
daily sales and media activity data from a microlending marketplace website using a
multivariate autoregressive time-series model. They find that (1) both traditional and social
earned media affect sales; (2) the per-event sales impact of traditional earned media activity
is larger than for social earned media; (3) because of the greater frequency of social earned
media activity, after adjusting for event frequency, social earned media's sales elasticity is
significantly greater than traditional earned media's; and (4) social earned media appears to
play an important role in driving traditional earned media
2.1.8. Jin Baek Kim (2015), “The Mediating Role of Presence on Consumer Intention to
Participate in a Social Commerce Site”,
This study investigated how presence affected consumer intention to participate in a social
commerce site (i.e., the consumer participation intention of social commerce through the
presence role), based on the stimulus-organism-response framework. An organism’s internal
states in the social commerce context were composed of two tiered states: presence and
affect=cognition. For the benefit of parsimony, social presence and telepresence were chosen
as dimensions of presence, and usefulness and enjoyment were chosen as affect and cognition
variables. The analysis results showed that social presence and telepresence played mediating
roles between stimuli (interactivity and vividness) and the sequent internal states (usefulness
and enjoyment). Both usefulness and enjoyment significantly influenced the response of the
organism (i.e., the consumer participation intention of social commerce). Therefore, it was
demonstrated that the mediating role of presence was of great significance in the social
commerce context.
2.1.9. Li Qin (2017): A Cross-Cultural Study of Interpersonal Trust in Social Commerce.
This study investigates the effect of interpersonal trust upon people’s intention to use social
commerce. In particular, trust is validated as a construct of three dimensions of competence,
integrity and benevolence. In addition, by applying trust-building theories, familiarity and
shared value are incorporated .in the research model as antecedents to trust dimensions.
Considering culture greatly influences people’s values and trust depends on cultural
characteristics, the moderating effect of culture isexamined. The research model is tested by
survey data collected from the USA and China. Among the three dimensions of trust,
competence has the strongest impact upon behavioural intention for both regions. While both
familiarity and shared value affect trust dimensions significantly, effect of familiarity is
stronger for users in China whereas the effect of shared value is stronger for users in the
USA. Implications of the findings are discussed.
2.1.10. Leila Esmaeili & Seyed Alireza Hashemi G. (2019) A systematic review on social
commerce,
Social commerce is rapidly growing owing to widespread Web 2.0 and Web 3.0 applications
in electronic commerce. Today, social commerce is approximately known both in terms of
practical as well as theoretical area; and little effort has been made to determine the current
state of the studies in this new research area. we systematically review studies in social
commerce to have a better understanding of social commerce. We perform two stage
processes and identify 81 studies in stage 1 and 55 studies in stage 2 that related to social
commerce based on the research protocol. The results reveal that academic research in the
area of social commerce has started since 2007. Studies are in different themes, but most of
them are related to customer behaviour, social commerce website design, and social
commerce adoption. This study shows that social commerce is promising research area; it
specifies the direction for future research by identifying research gaps based on the results of
the systematic review and investigation. In this paper, a systematic review has been used to
ensure the trend of s-commerce in researches and explored the s-commerce concept. This
systematic review answers the defined research questions by collecting and summarizing all
empirical evidence that fits pre-specified eligibility criteria; and a meta-analysis is used to
summarize the results of these studies using statistical methods.
2.1.11.Nam-Hyun Um (2018): Antecedents and Consequences of Consumers' Attitude toward
Social Commerce Sites,
This study investigates the antecedents and consequences of consumers’ attitude toward
social commerce sites. In addition to the antecedents of perceived usefulness and perceived
ease of use from TAM(technology acceptance model), the study includes such factors as
perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social
presence. The study results suggest that consumers’ attitudes toward social commerce sites
are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping
enjoyment, and perceived shopping risk. The study also finds that consumers’ attitudes
toward social commerce sites significantly influence the effects of e-word-of mouth (eWOM)
intention, intention to return, and e-purchase intention. This study provides an integrative
approach to evaluating antecedents and consequences of consumers’ attitude toward social
commerce sites.
2.1.12. Xiaolin Lin, Xuequn Wang & Nick Hajli (2019) Building Ecommerce Satisfaction and
Boosting Sales: The Role of Social Commerce Trust and Its Antecedents,
Consumers are relying increasingly on social commerce for making their purchase decisions,
and e-vendors have great interests in applying social commerce features in the traditional e-
commerce sites to increase sales. Although the importance of trust has been well recognized
in the literature, the previous studies have mainly focused on trust in e-commerce sites and
failed to incorporate its multidimensional nature to study consumer behaviour. To gain
further insights into consumer decision-making, this study aims to develop a social commerce
trust-based consumer decision-making framework. Based on the social-technical theory, we
conceptualize social commerce trust in a multidimensional view including trust in social
media, trust in e-commerce sites, trust in social commerce features, and trust in consumers.
Data were collected from an online survey taken by U.S. Amazon consumers strongly
support the new conceptualization of social commerce trust and demonstrate its importance
by examining its effects on e-commerce outcomes. Further, trust in consumers and trust in
social commerce features have stronger effects than trust in e-commerce sites and trust in
social media in the formation of social commerce trust. The study contributes to the theory by
introducing the new conceptualization of social commerce trust and advancing our
understanding of how to enhance social commerce trust. Practitioners can gain insights into
the implementation of social commerce for building consumer trust and increasing sales. The
research methodology of the study proposes a social-commerce-trust-based consumer
decision making model in the context of social commerce.
2.1.13. Eunga Venus Jin, Ehri Ryu, (2018) "Celebrity fashion brand endorsement in Facebook
viral marketing and social commerce: Interactive effects of social identification, materialism,
fashion involvement, and opinion leadership"
In light of Facebook-based viral marketing and social commerce, the purpose of this paper is
to test the moderating role of social identification with the Facebook profile owner (celebrity
as aspirational reference group Vs in-group member (college student, same school) vs out
group member (college student, different school)) in Facebook-based fashion brand
marketing and management. A randomized between-subjects experiment (celebrity’s
Facebook profile vs ingroup member’s Facebook profile vs outgroup member’s Facebook
profile vs control condition, n ¼ 73) was conducted. The sample was composed of college
students recruited from a subject pool in a US university. Results of multiple regression
analyses indicate that social identification with the Facebook profile owner and in group vs
out group perception moderate the influence of consumers’ materialism, fashion involvement
and opinion leadership on interpersonal attraction to the celebrity, wishful identification with
the celebrity, emotional quotient, involvement with the ads, advertising believability and
willingness to buy the advertised fashion products. Furthermore, the results of structural
equation modeling analyses show that source credibility perception (both the celebrity who
endorses her own brand and the Facebook profile owner) mediates the relationship between
experimental conditions (celebrity as aspirational outgroup vs same school student as an
ingroup member vs different school student as an outgroup member) and the outcome
variables (interpersonal attraction to the celebrity, involvement with ads, and advertising
believability) in viral marketing leveraging a social media platform. This study makes several
theoretical contributions to consumer psychology and provides managerial implications for
Facebook-based fashion marketing and fashion brand management. Methodology applied for
this research was Participants, sampling methods and experimental design.
2.1.14. Muhammad Usman Riaz , Luo Xiao Guang , Maria Zafar , Fakhar
Shahzad ,Muhammad Shahbaz & Majid Lateef (2020): Consumers’ purchase intention
and decision-making process through social networking sites: a social commerce
construct, Behaviour & Information Technology.
The study is a drive to investigate the factors influencing the purchase intentions of
consumers in social commerce. By employing social learning theory, this study proposed a
theoretical model to explore the factors affecting consumers’ purchase intention and decision
making. A structured questionnaire-based survey was conducted for data collection, and 232
valid responses were analysed using structural equation modelling (SEM) to validate the
proposed research model. The results of the study concluded that social commerce constructs
in the form of learning from forums and communities, learning from ratings and reviews, and
learning from social advertisements were significant predictors of social support constructs.
Furthermore, social support constructs such as emotional and informational support
significantly contribute to predicting consumer’s purchase intentions in social networking
sites. In addition, this study revealed that special focus was needed to build social commerce
constructs and social support by the managers of social commerce sites to attain consumers’
purchase intention. The growing popularity of social commerce may transform the purchase
behaviour of consumers. It is the need of time to investigate the factors that impact the
consumers’ purchase intention in the social commerce environment, especially in a
developing country like Pakistan. . For this study, data using an online survey questionnaire.
In this study, the authors used a survey questionnaire to validate the conceptual research
model.
2.1.15. Qing Tang, Fen Liu, Shan Liu, Yunfeng Ma, (2018) "Consumers’ redemption behavior
of recommended mobile coupons in social network sites", Management Decision,
The purpose of this study is to explore the key factors that affect consumer redemption
intention toward mobile coupons recommended in social network sites (SNS). A research
model that integrates recommendation trust, positive utilities, and negative utilities of coupon
redemption is developed. With the important role of trust in social recommendation taken
into consideration, the key drivers of recommendation trust were analyzed in the model. Data
were collected from 210 users with mobile coupon recommendation experience in one of the
largest SNS (i.e. WeChat) in China. The authors used partial least squares technique to
analyze the model. Finding of the study is that recommendation trust and positive utilities
(economic benefits and perceived enjoyment) positively affect the intention of mobile coupon
redemption. Perceived risk, as a negative utility, negatively influences coupon redemption
intention. In addition, swift trust (structure assurance, perceived similarity, trust propensity,
and expertise of the recommender), knowledge-based trust (familiarity with the retailers), and
emotion-based trust (social tie strength) are key drivers that promote recommendation trust.
While prior research investigated mobile coupon redemption behaviour in which coupons
were issued by merchants, limited research analyzed consumer responses toward mobile
coupons in social recommendation. This study examines the effects of recommendation trust,
positive utilities, and negative utilities on mobile coupon redemption in the context of social
recommendation and recognizes the key drivers of recommendation trust.
2.1.16. Patrick Mikalef, Michail N. Giannakos & Ilias O. Pappas (2017): Designing social
commerce platforms based on consumers’ intentions, Behaviour & Information Technology,
Social commerce has been gaining momentum over the last few years as a novel form of
ecommerce, creating substantial changes for both businesses and consumers. However, little
is known about how consumer behaviour is influenced by characteristics on social commerce
platforms. The purpose of this research is to elucidate how user intentions to purchase and to
spread word-of-mouth (WOM) are influenced by characteristics present on social commerce
platforms. More specifically, we adopt a uses-and-gratifications perspective and examine the
influence of socialising, personal recommendation agents, product selection, and information
availability. Partial least squares structural equation modelling analysis is performed on a
sample of 165 social commerce users. Outcomes of the analysis indicate that socialising and
personal recommendation agents positively influence purchase and WOM intentions, while
product selection is found to only enhance purchase intentions. Interestingly, our findings
reveal that information availability has no significant effect on purchase and WOM
intentions. Finally, we find that when purchase intentions are triggered, they will tend
increase consumers’ intentions to WOM.
2.1.17.Mona jami pour and fateme Ebrahimi delavar, Ghazale taheri ,Sanaz kargaran :
Developing a scale of social commerce service quality ;an exploratory study
The purpose of this study is to develop a new scale for measuring the social commerce
service quality comprehensively. Social commerce has been viewed as an inseparable part of
today’s business environment. Social commerce is a recent version of e-commerce, which has
rapidly become a new interesting field for both practitioners and academics. To improve
social commerce success, managers should be aware of what encompasses social commerce
quality, how consumers sense it and how it is assessed. Though, despite the importance of
social commerce, designing of scales for measuring the social commerce quality has rarely
been explored. To obtain the research objective, in the first step, a comprehensive literature
review along with focus group discussions was conducted to theoretically conceptualize
service. The findings showed that social commerce service quality is a hierarchical and
multidimensional construct consisting of six key dimensions including information quality,
social interaction quality, design quality, functional quality, social trust/security and social
support, quality dimensions and measures. Then, for evaluating the proposed scale via social
commerce customers, the survey method was used. Finally, the verified measures were
weighted and ranked using fuzzy analytic hierarchy process. The study results assist
managers to improve the quality of social commerce services through increasing the
awareness of customers’ perceptions and expectations concerning social service quality. They
further help managers to understand systematically all dimensions of social commerce
service quality, which may lead to reduce the risk of social commerce adaptation failure and
consequently increase the customers’ satisfaction. The role of service quality in acceptance
and success of social commerce has been emphasized by many academics and practitioners.
However, review of the previous literature shows that inadequate studies in this field have
been conducted so far. The main contribution of this study is conceptualization and
development of a validated scale for measuring the social commerce service quality. This
scale provides a useful instrument for researchers who wish to measure the service quality of
social commerce and for managers who want to improve the perceived quality of their
services.
2.1.18. Gökhan Aydın (2019): Do Personality Traits and Shopping Motivations Affect Social
Commerce Adoption Intentions? Evidence from an Emerging Market,
This study aims to fill this research gap and answer the main research question of “what type
of relevant personality traits and shopping motivations affect social commerce adoption
intentions”. The research model was developed upon personality traits (openness to
experience, need for uniqueness and buying impulsiveness) that are deemed to be relevant to
online shopping and social media use. An online questionnaire was conducted on social
media users. A total of 269 valid questionnaires were analyzed via structural equation
modeling to test for the proposed relationships, majority of which emerged as non-linear. The
findings highlight the significance of socialization motives in addition to utilitarian and
hedonic shopping motives on social commerce adoption intentions. Openness to experience
emerged as a significant trait that has an indirect effect on social commerce adoption
intentions. Age and education materialized as significant demographics influencing shopping
motivations in a social commerce setting. Buying impulsiveness; e-commerce; need for
uniqueness; online shopping; personality traits; social commerce; social media; socialization;
social shopping; s-commerce. Adoption of new technologies has been found to be affected by
personal factors such as personality traits and individual motives. Thus, the present study
uses shopping motivation studies on traditional and online commerce in addition to Big-Five
personality theory and two single-trait personality theories (i.e. Need for Uniqueness, Buying
Impulsiveness) as a theoretical framework.
2.1.19. Iván Ventre , Alejandro Mollá-Descals & Marta Frasquet (2020): Drivers of social
commerce usage: a multi-group analysis comparing Facebook and Instagram,
Social media are increasingly used as platforms to not only socialise but also to shop for
products and services. Social commerce is the new trend in e-commerce that leverages the
enhanced consumer-to-consumer interactions to support shopping processes. Based on the
concept of social commerce constructs suggested by Nick Hajli, this article investigates the
role of social commerce constructs, emotional and informative support, and trust as drivers of
social commerce intention. We apply multi-group analysis to validate the drivers of social
commerce for two of the most relevant social media platforms: Facebook and Instagram.
Based on a sample of 800 social commerce users, our findings reveal that social commerce
constructs are strong drivers of social commerce intention for both social media platforms;
however, there are differences between the two as Facebook seems to generate higher
emotional support and trust than Instagram. S-commerce emerged from the evolution of e-
commerce and its interaction with social networks, innovatively bringing benefits based on
interactive communication between consumers.
2.1.20. Senhui Fu, Yong Xu & Qing Yan (2019) Enhancing the parasocial interaction
relationship between consumers through similarity effects in the context of social commerce,
With the combination of social media and e-commerce, consumers usually gather all kind of
available information for making their final purchase decisions online. From the perspective
of interpersonal interaction, we proposed similarity (including external similarity and internal
similarity) is an important peripheral informational processing route for consumers to make
decisions. Built on the theories of similarity extrapolation, trust transfer and parasocial
interaction (PSI), we examined whether similarity could enhance PSI relationship between
consumers and the intention to do the social shopping and social sharing. The findings of PLS
analysis in this study demonstrated that both external similarity and internal similarity
significantly affected consumers’ PSI relationship forming and trust transfer, which in turn
exerted profound impacts on consumers’ social commerce behaviours. Both companies and
consumers can benefit from social commerce . At the beginning of social commerce
development, some scholars theorized that it was only a branch or a new type of e-commerce.
However, with the presence of social interpersonal interaction within social media, social
media gradually became the core platform of social commerce.
2.1.21. Hua Dai, Tao “Eric” Hu & Yue “Jeff” Zhang (2019): Exploring Co-Created Service
Value and Interactions of Social Commerce in China: A Service-Dominant Logic Perspective,
This study integrates the Service-Dominant Logic (S-D Logic) perspective and both streams
of service marketing and information systems (IS) usage literature, and proposes a research
model outlining key actors of social commerce and interactions of how customers participate
in social commerce, co-create service value, and remain loyal to and spread word-of mouth
(WOM) marketing effects. The model is validated with a set of the cross-sectional field
survey data of 415 Chinese social commerce customers. In theory building, the study
introduces the S-D Logic perspective, and conceptualizes and operationalizes the construct,
co-created service value, in the Chinese social commerce context. The findings of the study
should contribute to the social commerce research in general and social commerce
innovations, particularly in China, and provide managerial implications for general
understanding of the interplay of social commerce technologies, firms, and customers. social
commerce customers play a dual role as both the service co-creator and the user of social
media technology.
2.1.22. Chao Liu, Zheshi Bao, Chuiyong Zheng, (2019) "Exploring consumers’ purchase
intention in social commerce: An empirical study based on trust, argument quality, and social
presence",
The purpose of this paper is to explore motivations that drive consumers’ purchase intention
in social commerce, and then examine whether social presence can work as a moderator in
this process. A research model was developed based on stimulus-organism-response model
by integrating trust, argument quality, social presence and purchase intention. Using the data
collected from 288 valid online questionnaires, the proposed model was empirically assessed
by partial least square (PLS) SEM. This study indicates a new mechanism of trust based on
the context of social commerce. The findings will contribute to social commerce literature by
offering a well proven conceptual model that facilitates the understanding of consumers’
purchase decision-making processes.
2.1.23. Robert Cutshall , Chuleeporn Changchit & Anh Pham (2020): Factors Influencing
Consumers’ Participation in Social Commerce,
Social networking websites are enjoying widespread usage throughout the world. Its
applications are playing a significant role in marketing by allowing users to share information
about products and services such as reviews, opinions, and even purchasing behaviour with
their network of friends and family. These social networks provide new opportunities to
communicate with existing customers and attract new customers through the social networks
of individuals. Despite its popularity, not all consumers are ready to embrace it. This study
aims at examining the factors that influence consumers to engage in social commerce. The
research findings contribute to consumer behaviour theory by revealing factors that can
encourage consumers to participate in social commerce. Results from this study should help
online merchants better understand how to effectively reach online consumers through social
commerce. The combination of social media and E-commerce features creates social
commerce. The two main types of social commerce are websites that allow customers to
directly purchase products and websites that focus on advertising and sending customers to
online-stores to make purchases.
2.1.24. Panpan Wang, Qian Huang, Robert M. Davison: How do digital influencers affect social
commerce intention? The roles of social power and satisfaction,
The success of social commerce depends on consumers’ willingness to participate in social
commerce activities. Practitioners have attached increasing attention to facilitating social
commerce intention with influencer strategies. However, theoretical understanding or
empirical investigation on the impact of digital influencers on consumers’ social commerce
intention is limited. This study aims to provide new insights into the drivers of two forms of
social commerce intention: social shopping and social sharing intention. Based on the
theoretical lens of social power, this study answers how digital influencers affect consumer
satisfaction and ultimately boost their intention to conduct social commerce activities. A field
interview is conducted to determine the appropriate social power forms. An online survey on
a large social commerce site in China with 310 respondents is conducted to test the proposed
model. Results indicate that expert power and referent power derived from digital influencers
predict most of the consumers’ economic satisfaction, whereas referent power and reciprocity
power explain consumers’ social satisfaction. Economic satisfaction affects social shopping
and social sharing intention, whereas social satisfaction only influences social sharing
intention. This study sheds new light on the theoretical understanding of the effect of digital
influencers through a lens of social power. It provides new insight into the determinants of
social commerce intention. It also compensates for the neglect of social satisfaction in the
social commerce.
2.1.25. Bo Shang & Zheshi Bao (2020): How Repurchase Intention Is Affected in Social
Commerce?: An Empirical Study,
The aim of this study is to explore the mechanism regarding repurchase intention in social
commerce by developing a research model from perspectives of swift guanxi, alternative
attraction, perceived value, and customer satisfaction. Customers who have social commerce
experience were investigated through an online survey. A total of 331 valid data were
collected and then analyzed by PLS-SEM to test the proposed model. The results indicate the
inner relationships among both positive and negative factors affecting repurchase intention,
which provide insights into the mechanism underlying customers repurchase intention from a
comprehensive perspective. All of them can extend existing literature regarding how the
repurchase intention can be influenced in social commerce. This customer-oriented business
model has promoted e-commerce into a new stage where customers can generate content
about their shopping experiences and conduct social interactions during their purchase
processes. This study proposes a research framework to show how customer repurchase
intention can be influenced in social commerce environment. All measurement items were
measured with 7-point scales, with the descriptive equivalents ranging from strongly disagree
(1) to strongly agree (7).
2.1.26. Muhammad Aljukhadar, Amélie Bériault Poirier, Sylvain Senecal : Imagery makes
social media captivating! Aesthetic value in a consumer-as-value-maximizer framework;
This study follows a qualitative theory building approach to extend the theory of Social
media bring about the imagery of people, places and products. Showing particular success in
attracting women and millennials , these media (e.g. Instagram, Snapchat and Pinterest) are
built around imagery consumption .consumption values and develop a framework based on
the values social media deliver to consumers that explain their use outcomes. The framework
was analytically developed based on a review of the literature. In contrast to frameworks such
as stimulus-organism-response (S-O-R), the framework proposes that people consume social
media to maximize relevant values, namely, the aesthetic, social and learning value. Then, a
study based on semi-structured interviews is performed to elaborate on the values and their
undertakings. The paper defines the consumption’s aesthetic value and underscores it as a
focal driver of social media use and a key concept in social commerce. Data analysis suggests
that aesthetic value engenders such responses as consumer’s inspiration, infinity sensation
and habitual entertainment. Additional drivers of social media users are social and learning
values. The social value engenders self-expression and social privacy, whereas the learning
value engenders resourcefulness and parallel shopping. This paper stipulates that people
consume (i.e. use) social media to maximize relevant values, which, in turn, result in two
groups of responses (inner and outer responses). The framework indicates that the relevant
values mediate the relation between a stimulus (e.g. social media use) and response (e.g.
entertainment, inspiration and behavioural intent). It highlights the centrality of aesthetic
value in digital marketing and social commerce environments. The framework, thus, contrary
to S-O-R, views the consumer as a maximizer of values rather than (a) processor of emotional
and cognitive rejoinders. The keyword of the study is Social media marketing, Online
consumer behaviour, Qualitative research, Customer value, Social networking sites, Visual
merchandising.
2.1.27. David E. Williams (2014) Integrating the conceptual domains of social commerce: a
meta-theoretical perspective, The International Review of Retail, Distribution and Consumer
Research,
Scholarly inquiry within the domains of social commerce has grown rapidly and seems
destined to be a goldmine of future research opportunities. However, it is now time to reflect
and assess these independent and spiralling contributions using a met theoretical approach.
This captures and establishes the similarities occurring concurrently within the domains and
highlights the linkages between them. This produces a firmer conceptual underpinning for
future first-order theory building in social commerce and highlights the need to rethink
fundamental concepts, definitions, and traditional research approaches. The important
element of the study is social commerce; e-tailing; social media; Web 2.0; meta-theoretical;
research synthesis. The study indicates multi-paradigmthemed analysis of the links between
paradigms existing in social commerce. In a metatheoretical analysis, it is hard to navigate
through the various domains without a proper understanding and profiling of them. The aim
is to integrate the literature streams in social commerce and bridge the gap between them by
highlighting and establishing their commonalities. It is not a definitive and exhaustive
literature review as the literature in certain domains, especially SD logic, cocreation, and
relational domains continues to evolve and be conceptually refined . However, it summarizes
the major components and principal scholarly work and illustrates them with contemporary
marketing examples.
2.1.28 Liang and Turban,(2012) “Introduction to the Special Issue Social Commerce:
A Research Framework for Social Commerce”.
This paper describe how social commerce opened opportunities for new business models for
electronic commerce. social media technologies and infrastructure to support online
interactions and user contributions of products and services. Social media technologies not
only provide a new platform for entrepreneurs to innovate but also raise a variety of new
issues for e-commerce researchers that require the development of new theories. They used
six element of framework that can be used to classify and guide research in social commerce.
The six key of elements framework includes: research theme, social media, commercial
activities, underlying theories, outcomes, and research methods. Different themes and
methods reflect different paradigms adopted by researchers, underlying theories and the
outcomes reflect different research purposes. The results show that social interactive
engagement is positively associated with both active and passive usages. Social commerce
act as a mediator between the user and the social networking Web site.
2.1.29 Shin-Yuan Hung, Annie Pei-I Yu & Yi-Chieh Chiu, (2017) Investigating the
factors influencing small online vendors’ intention to continue engaging in social
commerce.
This study investigates the variables that determine small online vendors’ intentions to
continue engaging in social commerce. This paper show that social exchange factors
(perceived benefits and commitment) significantly affect small vendors’ attitudes toward
social commerce. The research paper based on the theory of planned behavior (TPB) and
social exchange theory (SET), The data collection was implemented through an online
survey, total of 190 small business owners completed the questionnaire. The findings of this
study provide important insights into the antecedents of attitude for academics and
practitioners, application of social computing in commerce for engaging in service
innovation, and have the potential to contribute to the development of effective online
marketing strategies.
2.1.30.Ya-Ling Wu, Eldon Y. Li, (2018) Marketing mix, customer value, and customer
loyalty in social commerce: A stimulus-organism-response perspective.
The purpose of this paper is to develop an integrated model to explore the effects of six
marketing-mix components on consumer loyalty (response) through consumer value in social
commerce. In order to target online social buyers, a web-based survey was employed.
Structural equation modeling with partial least squares (PLS) is used to analyze valid data
from 599 consumers who have repurchase experience via Facebook. For all measures, a six-
point Liker scale was adopted. The results from partial least squares analysis show that all
components of SC marketing mix (SCMM) have significant effects on SC consumer value.
Moreover, SC customer value positively influences SC customer loyalty (CL).
2.1.31.Qin Sun & Bing Xu , (2019) Mobile Social Commerce: Current State and Future
Directions.
The purpose of paper is to provide an overview of current academic publications on mobile
social commerce and calls for marketing-related topics on this emerging field. Mobile
commerce has received increased attention among practitioners due to the popularity of smart
phones among consumers. in mobile commerce is the use of mobile apps to promote and sell
products and services. they observed and reviewed literature on mobile commerce, social
commerce, and mobile social commerce, and identified 27 journal articles on mobile social
commerce from 2014 to 2019 The finding of the study provides that mobile commerce, social
commerce, and mobile social commerce to better understand the academic attention on
mobile social network applications among businesses and consumers. It anticipates that
interactions in consumer-to-consumer and consumer-to-business owners will help the co-
creation or innovation of product value.
2.1.32. Li Qin & Sue Kong, (2015) Perceived Helpfulness, Perceived Trustworthiness,
and Their Impact upon Social Commerce Users’ Intention to Seek Shopping
Recommendations.
The objective of this study is to examine the drivers behind users’ intention to seek shopping
recommendations in social commerce sites. Number of people using social media platforms
as a powerful channel to reach their customers and to convince them to make purchases by
leveraging their trust of others in their social networks as well as their sense of identity and
belonging. The survey questionnaire was distributed to a sample of 215 users of social
commerce. Study is based on the 7-point Likert scale to measure questionnaire items. the
study presents social commerce researchers with a novel model which incorporates the
variables and relationships of perceived helpfulness and perceived trustworthiness to predict
a user’s intention to seek shopping recommendations on social commerce sites.
2.1.33.Chuleeporn Changchit, Robert Cutshall & Anh Pham, (2020) Personality and
Demographic Characteristics Influence on Consumers’ Social Commerce Preference
This study examines the influence of personality and demographic characteristics on social
commerce preference. The number of people using social networking sites, businesses are
attempting to engage their customers by establishing social commerce websites, which
provide customers with a new shopping experience. The research was based on the Myers–
Briggs Type Indicator (MBTI), investigates whether consumers’ preferences on social
commerce are influenced by their personalities and demographic characteristics. The data
were collected in a questionnaire manner, 312 individual participated in this study and author
use 5-point likert scale. The findings reveal a significant difference between the personality
types of judging and perceiving. Desirable features as well as factors that encourage and
discourage customers from using social commerce websites are also identified. The research
results provide both scientific and practical insights. This study contribute to social
commerce literature by suggesting that personality and demographic characteristics correlate
with social commerce adoption.
2.1.33.Barney G. Pacheco & Rhonda Jaipaul-O’Garro, (2020) Reconceptualizing
Determinants of Consumer Attitudes Toward Social Commerce Sites.
The papers present an important contribution to the literature on social commerce by
investigating antecedents and consequences of perceived interactivity and social presence in
an online context. in computer-mediated communications have prompted businesses to focus
on social networking sites. This study develops and tests a theoretical model to understand
how various antecedents of human-to-human interactivity on social networking sites (content
source, content type, and posting frequency), influence perceived social presence and
subsequently affects consumer attitudes to the site. This study also examines perceived
usefulness of the SNS and perceived product risk as critical mediators of social presence’s
effect on attitudes to the social networking site. social media as a medium for e-commerce is
also likely to depend on how useful consumers believe these sites are in achieving their
shopping goals. Data were collected from conducting internet based research from 204 actual
facebook user and use likert scale for the data analysis. The finding of the study provide that
social presence can be incorporated into social networking sites through specific human-to-
human interaction elements, which, may subsequently positively impact the perceived
usefulness of the social networking site and perceived product risk, resulting in more
favourable attitudes toward the social commerce site. Social presence can be incorporated
into social networking sites through specific human-to-human interaction elements, which,
may subsequently positively impact the perceived usefulness of the social networking site
and perceived product risk, resulting in more favourable attitudes toward the social
commerce site.
2.1.34.Li Chen, Fengxia Zhu, Murali Mantrala & Na Wang, (2020) Seller creative
selling in social commerce
The main aim of this paper to investigate the social commerce phenomenon to investigate
sellers’ creative selling behaviour in social commerce. This study explores the drivers of
seller creative selling and empirically tests the effect of seller creative selling on seller
business performance in social commerce settings. In this study 200 data collected from
individual, based on the interviews and in the questionnaire manner. To check for non-
response bias, they conducted independent sample t-tests and ANOVA on key seller
characteristics. the findings suggest that community information support and platform
business support play important roles in sellers’ creative selling behaviour. Different from
one (seller)-to-one (buyer) interactions that traditional e-commerce focuses on; social
commerce is characterized by communities and conversations among all users. e-commerce
is changing from product-oriented to socially cantered, it becomes crucial for platforms to not
only provide business support that educates sellers best online business practices but also
networking support that increases sellers’ leverage of social applications to share information.
The five creative selling efforts we measured, creative selling on customer interaction has the
largest significant positive effect on seller perceived business satisfaction while creative
selling on promotion has the largest significant positive effect on trade volume.
CHAPTER -3
3.0 INDUSTRY PROFILE:

Social media refers to user-created content (audio, text, video, multimedia) that is published
and shared online. It is also the online technology that allows users to share content and
communicate with one another. Social media has changed how we live our lives and affected
how nearly every industry does business. People use social media to stay informed, compare
and buy products, and keep in touch with family and friends. Companies also use social
media to reach customers. They have in-house social media departments or hire consulting
firms to help them develop a social media strategy, market their products, and manage their
profile across various types of social media. Nonprofits and government agencies use them to
spread information about their programs and services.
In recent years, the use of social media has increased significantly, and the COVID-19
pandemic has accelerated social media use among generation “Z”. Furthermore, the growth
of social media platforms has transformed the dynamics of the electronic marketplace by
creating social networks of consumers, opinion leaders, and field experts. The importance of
social media marketing when they found that integrated marketing promotional messages can
be effective at influencing consumers’ perceptions about product image and lead to
consumption behaviours
CHAPTER -4
4.0 Data analysis and Interpretation
4.1 Descriptive Statistics

The normality of data is justified by various descriptive statistics such as mean, median,
mode, skewness and kurtosis and the results are shown in the below table 1.
Table-1 Descriptive Statistics

N Mean Med Mod Std. Skew Kurtos
Valid Missi ian e Devia ness is
ng tion
Gender 106 0 1.47 1.00 1 .502 .115 -2.025
Marital Status 106 0 1.09 1.00 1 .294 2.816 6.041
Qualification 106 0 3.32 3.00 4 .750 -.744 -.352
Yearly Income 106 0 1.59 1.00 1 .870 .985 -.697
Marketing and sales
through internet has
106 0 4.01 5.00 5 1.199 -.829 -.686
eased the selling
activities
Taking order through
internet has been a 106 0 3.99 4.00 5 1.091 -.878 -.181
convenient task
Whatsapp platform has
made the customer 106 0 3.89 4.00 5 1.072 -.385 -1.204
interaction suitable
Facebook, Twitter
helped to reach a wide 106 0 4.08 5.00 5 1.224 -1.130 .095
range of customers
Post millennial are
engaged with internet
106 0 4.03 4.00 5 1.055 -.652 -.897
for much of their
shopping
Better price can be
availed through social 106 0 4.05 4.00 5 .970 -.670 -.608
site
Instagram has helped to
106 0 3.53 4.00 4 1.205 -.351 -.943
broadcast the products
Brand awareness is
better through social 106 0 4.21 4.00 5 .859 -.968 .365
commerce site
Customer service
handling is easy 106 0 3.97 4.00 5 1.167 -.861 -.375
through social sites
Social interaction is
better between 106 0 3.93 4.00 4 .831 -.281 -.664
purchaser and seller
Middleman commission 106 0 4.25 5.00 5 .984 -1.064 -.059
is saved in purchasing
in the social media sites
Interpersonal trust is
built by interacting in 106 0 3.82 4.00 5 1.003 -.208 -1.163
social commerce sites.
Responses from the
seller is very quick
when business is 106 0 3.70 4.00 5 1.220 -.425 -.979
operated through social
media platform
Technology used for
social commerce
106 0 4.10 4.00 5 1.014 -.883 -.361
transaction is easy to
operate.
Purchase through social
commerce sites is 106 0 4.03 4.00 5 1.018 -.719 -.413
economical.
Customers makes
repetitive purchase after
purchasing once 106 0 4.14 4.00 5 .941 -.849 -.240
through social
commerce sites
Customer interaction
through social media
platforms helps to 106 0 4.17 4.00 5 .931 -1.070 .387
understand their future
requirements
Language used in social
commerce platform is
106 0 4.06 4.00 5 1.120 -1.067 .199
suitable for both seller
and purchaser.
Physical movement of
the purchaser is less
while purchasing 106 0 4.08 4.00 5 1.075 -.808 -.695
through social
commerce sites
Delivery is faster with
the transaction in the 106 0 3.84 4.00 5 1.164 -.899 .039
social commerce site
Pre-order booking
through social
106 0 3.96 4.00 5 1.023 -.740 -.096
easy
Social commerce
transaction avoid the
storage by selling 106 0 4.04 4.00 5 1.041 -1.057 .614
product from field to
customer
Software used for social 106 0 4.03 4.00 4 .889 -.637 -.309
commerce transactions
are convenient to use
Software secures the
privacy of information 106 0 3.51 4.00 4 1.173 -.582 -.440
of the customers
Payment receive system
106 0 3.89 4.00 4a 1.027 -.523 -.862
is easy and convenient
Quality improvement is
possible with the
106 0 3.87 4.00 5 1.139 -.761 -.410
feedback of the
customers
Payment is secure when
transaction is made
106 0 3.60 4.00 5 1.177 -.254 -1.178
platforms
Finance facility (seller’s
credit) must be
106 0 3.69 4.00 4 1.090 -.565 -.489
provided for the
purchaser.
I enjoy shopping in the
106 0 3.92 4.00 5 1.285 -1.064 .114
social commerce sites
Information about
products pass through
106 0 3.93 4.00 4 1.189 -1.220 .688
easily by social
commerce platforms
Unique and innovative
products can be availed 106 0 3.86 4.00 5 1.125 -.534 -1.106
by social commerce site
Table 1.1 Gender of Respondent

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 56 52.8 52.8 52.8
Female 50 47.2 47.2 100.0
Total 106 100.0 100.0
Interpretation:
Out of 106 respondents, around 53% are the male respondent whereas 47% are the female
respondent.
Table 1.2 Marital Respondent
Marital Status
Cumulative
Valid Single 96 90.6 90.6 90.6
Married 10 9.4 9.4 100.0
Total 106 100.0 100.0
Interpretation:
Out of 106 respondents, around 91% are the single respondent whereas 9% are the Married
respondent.
Table1.3 Educational Qualification
Qualification
Cumulative
Valid Less than Matriculation 1 .9 .9 .9
+2 Level 15 14.2 14.2 15.1
+3 Level 39 36.8 36.8 51.9
PG Level 51 48.1 48.1 100.0
Total 106 100.0 100.0
Interpretation:
Out of the total respondents, around 48% respondents have completed Post graduation
followed by 37% respondents have their graduation, where as 15% respondents were
undergraduate.
Table 1.4 Income of Respondent
Yearly Income
Cumulative
Valid Less than 10000 69 65.1 65.1 65.1
10001-20000 12 11.3 11.3 76.4
Above 20000 24 22.6 22.6 99.1
4 1 .9 .9 100.0
Total 106 100.0 100.0
Interpretations:
65% respondents had their income less than 10000, followed by 23% respondents have their
income Above 20000, accompanied by 12% respondents have their income 10001-20000.
Table 1.5 Marketing and sales through internet has eased the selling activities
Marketing and sales through internet has eased the selling activities
Cumulative
Valid Very Little Agree 2 1.9 1.9 1.9
Little Agree 16 15.1 15.1 17.0
Moderately Agree 15 14.2 14.2 31.1
Agree to a Greater Extent 19 17.9 17.9 49.1
Completely Agree 54 50.9 50.9 100.0
Total 106 100.0 100.0
Interpretations:
More over the respondent around 51% ‘ completely agree’ for marketing and selling through
internet ,18% agree to a great extent,15% respondent are little agree ,14% respondent are
moderately agree and 2%respondent are very little agree.
Table 1.6 Taking order through internet has been a convenient task
Taking order through internet has been a convenient task

Cumulative
Little Agree 12 11.3 11.3 13.2
Total 106 100.0 100.0
Interpretation:
Out of 106 respondents 42% respondents ‘completely agree’ for the taking order through
internet has been a convenient task ,31% respondent agree to ‘great extent’, 14% people
‘moderately agree’ 11% & 2% respondent are little agree and very little agree respectively.
Table 1.7 Whatsapp platform has made the customer interaction suitable
Whatsapp platform has made the customer interaction suitable

Cumulative
Valid Little Agree 13 12.3 12.3 12.3
Total 106 100.0 100.0
Interpretation:
Out of 106 respondent 40% of respondent completely agree ,26% people moderately agree,
22% people agree to greater extent and at last 12% respondent are little agree with the
statement whatsapp platform has made customer interaction suitable.
Table 1.8 Facebook, Twitter helped to reach a wide range of customers
Facebook, Twitter helped to reach a wide range of customers

Cumulative
Little Agree 11 10.4 10.4 15.1
Total 106 100.0 100.0
Interpretation:
There are 54% respondent ‘completely agree’ ,20% ‘agree to a greater extent’ , 11%
‘moderately agree’ , 10% ‘little agree’ and 5% respondent ‘very little agree ‘ with the
statement twitter and facebook helped to reach a wide range of customers.
Table 1.9 Post millennial are engaged with internet for much of their shopping
Post millennial are engaged with internet for much of their shopping
Cumulative
Total 106 100.0 100.0
Interpretation:
Mainly 45% of respondent ‘completely agree’ upon this statement that they engaged with
internet for shopping .24% ‘agree to a greater extent’ ,20% moderately agree and 11%
respondent little agree with the statement.
Table 1.10 Better price can be availed through social site
Better price can be availed through social site

Cumulative
Total 106 100.0 100.0
Interpretation:
Out of 106 respondent 51% respondent moderately agree , 41% completely agree and 8%
respondent little agree with the statement. That they check the price in social site and
compare it with market price.
Table 1.11 Instagram has helped to broadcast the products
Instagram has helped to broadcast the products
Cumulative
Little Agree 20 18.9 18.9 23.6
Total 106 100.0 100.0
Interpretation:
Out of 106 respondent 28% respondent ‘agree to great extent’ ,26% respondent are
completely agree to the statement that they use instagram to broadcast the product .22% ,19%
and 5% respondent are ‘moderately agree’ , ‘little agree’ , and ‘very little agree ‘ respectively
to the statement.
Table 1.12 Brand awareness is better through social commerce site
Brand awareness is better through social commerce site
Frequency Percent Valid Percent Cumulative Percent
Vali Little Agree 6 5.7 5.7 5.7
d Moderately Agree 12 11.3 11.3 17.0
Total 106 100.0 100.0
Interpretation:
43% respondent are ‘completely agree’ to the statement among the total respondent. Out of
total respondent 40% people ‘agree to greater extent’ , 11% people ‘moderately agree’ , and
6% respondent are little agree to the3 statement that brand and awareness is better through
social commerce site.
Table 1.13 Customer service handling is easy through social sites

Customer service handling is easy through social sites
Cumulative
Little Agree 13 12.3 12.3 15.1
Agree to a Greater
26 24.5 24.5 54.7
Extent
Total 106 100.0 100.0
Interpretation:
Out of 106 respondent , 45% of respondent are completely agree to the statement that
customers are completely satisfy through social site service.40% people are moderately agree
and 15% respondent are little agree to that statement.
Table 1.14 Social interaction is better between purchaser and seller
Social interaction is better between purchaser and seller
Cumulative
Total 106 100.0 100.0
Interpretation
Out of 106 respondent 42.5% respondent are ‘agree to greater extent’ , 27.4% are
completely agree to the statement ,26.4% ‘moderately agree and 45are little agree to the
statement that social interaction better between purchaser and seller.
Table 1.15 Middleman commission is saved in purchasing in the social media sites
Middleman commission is saved in purchasing in the social media sites
Cumulative
Total 106 100.0 100.0
Interpretation :
Out of total respondent 55% of respondent ‘completely agree’ ,37% ‘moderately agree , 8.5%
of respondent are little agree to the statement.
Table 1.16 Interpersonal trust is built by interacting in social commerce sites.
Interpersonal trust is built by interacting in social commerce sites.
Cumulative
Total 106 100.0 100.0
Interpretation:
Mainly 33% respondent ‘completely agree’ ,32% ‘moderately agree’ ,25.5% ‘agree to
greater extent and 9.4% respondent are ‘little agree’ among the total respondent to that
statement.
Table 1.17 Responses from the seller is very quick when business is operated through
social media platform
Responses from the seller is very quick when business is operated through social media
platform
Cumulative
Little Agree 16 15.1 15.1 18.9
Total 106 100.0 100.0
Interpretation:
Many of the respondent around 37% respondent are completely agree to the statement. 44.4%
respondent moderately agree and 19% respondent are little agree to the statement.
Table 1.18 Technology used for social commerce transaction is easy to operate.
Technology used for social commerce transaction is easy to operate.
Cumulative
Total 106 100.0 100.0
Interpretation:
45% respondent are completely agree to that statement.11.3% respondent is little agree
among the total respondent. 31.1% agree to greater extent and 12.3% moderately agree .
Technology used for social commerce transaction is easy to operate.
Table 1.19 Purchase through social commerce sites is economical.
Purchase through social commerce sites is economical.
Cumulative
Valid Very Little Agree 1 .9 .9 .9
Little Agree 8 7.5 7.5 8.5
Total 106 100.0 100.0
Interpretation:
Out of 106 respondent 42.5% completely agree ,27% ‘agree to greater extent , 22%
‘moderately agree’ ,and 8% respondant little agree to that statement.
Table 1.20 Customers makes repetitive purchase after purchasing once through social
commerce sites
Customers makes repetitive purchase after purchasing once through social commerce
sites
Cumulative
Total 106 100.0 100.0
Interpretation:
44% of total respondent are completely agree because most of the people repeated the
shopping through socialsites.8% respondent are little agree to that statement.
Table 1.21 Customer interaction through social media platforms helps to understand
their future requirements
Customer interaction through social media platforms helps to understand their future
requirements
Cumulative
Total 106 100.0 100.0
Interpretation:
Mainly 43% respondent ‘completely agree’ whereas 40% ‘agree to greater extent’ 9%
respondent little agree to the statement.
Table 1.22 Language used in social commerce platform is suitable for both seller and
purchaser.
Language used in social commerce platform is suitable for both seller and purchaser.
Cumulative
Little Agree 11 10.4 10.4 13.2
Total 106 100.0 100.0
Interpretation:
There is no language barrier in social sites. so 46% respondent are completely agree with
this.40.5% respondent moderate agree and 10%people little agree to the statement.
Table 1.23 Physical movement of the purchaser is less while purchasing through social
commerce sites
Physical movement of the purchaser is less while purchasing through social
commerce sites
Cumulative
Total 106 100.0 100.0
Interpretation:
Mainly 48% respondent completely agree 39% respondent moderately agree and 13%
respondent are completely agree to the statement.
Table 1.24 Delivery is faster with the transaction in the social commerce site
Delivery is faster with the transaction in the social commerce site
Cumulative
Total 106 100.0 100.0
Interpretation:
Out of 106 respondent 69% respondent are agree to the statement. Maximum respondent
support the statement that delivery is faster in the social commerce site.20%little agree and
31% respondent moderately agree.
Table 1.25 Pre-order booking through social commerce platform is easy
Pre-order booking through social commerce platform is easy
Cumulative
Total 106 100.0 100.0
Interpretation:
Order booking through social sites is easy 38% respondent completely agree to that
statement, 54% moderately agree and 9% respondent little agree.
Table 1.26 Social commerce transaction avoid the storage by selling product from field
to customer
Social commerce transaction avoid the storage by selling product from field to
customer
Cumulative
Total 106 100.0 100.0
Interpretation :
Out of total respondent 41% respondent ‘completely agree’ ,35% agree to greater extent ,
15% moderately agree ,7% little agree to the above statement.
Table 1.27 Software used for social commerce transactions are convenient to use
Software used for social commerce transactions are convenient to use
Cumulative
Total 106 100.0 100.0
Interpretation :
Out of 106 respondent 41.5 % respondent are ‘agree to greater extent’ to use software for
social commerce transactions . 34% ‘completely agree’,18% ‘moderately agree’ , and 7%
respondent are ‘little agree’ for the statement.
Table 1.28 Software secures the privacy of information of the customers

Software secures the privacy of information of the customers
Cumulative
Little Agree 13 12.3 12.3 19.8
Total 106 100.0 100.0
Interpretation:
Mainly 37% respondent is agreeing to greater extent for the statement that software secures
the privacy of information of the customers. 20% ‘completely agree’,23% ‘moderately agree’
, and 20%respondent ‘are little agree for the statement.
Table 1.29 Payment receive system is easy and convenient
Payment receive system is easy and convenient
Cumulative
Total 106 100.0 100.0
Interpretation:
68% respondent ‘agree’ for the payment system.19% respondent ‘moderately agree’ and 13%
‘little agree’ for the statement payment system is easy and convenient.
Table 1.30 Quality improvement is possible with the feedback of the customers
Quality improvement is possible with the feedback of the customers
Cumulative
Little Agree 14 13.2 13.2 16.0
Total 106 100.0 100.0
Out of total respondent 37% ‘completely agree’ , 47% ‘moderately agree’ and 16%
respondent are little agree for the statement that quality improvement is possible with the
feedback of the customer.
Table 1.31 Payment is secure when transaction is made through social media platforms
Payment is secure when transaction is made through social media platforms
Cumulative
Little Agree 22 20.8 20.8 22.6
Total 106 100.0 100.0
Interpretation :
30% respondent ‘completely agree’ for the statement payment is secure when transaction is
made through social media platform.47% ‘moderately agree’ ,23% ‘little agree’ and 2%
respondent ‘very little agree’ for the above statement.
Table 1.32 Finance facility (seller’s credit) must be provided for the purchaser.
Finance facility (seller’s credit) must be provided for the purchaser.
Cumulative
Little Agree 15 14.2 14.2 17.0
Total 106 100.0 100.0
Interpretation :
Out of total 106 respondent 38% ‘agree to greater extent’ ,25.5% ‘completely agree’ ,20%
‘moderately agree’ , and 17% ‘little agree’ for the above statement.
Table 1.33 I enjoy shopping in the social commerce sites
I enjoy shopping in the social commerce sites
Cumulative
Total 106 100.0 100.0
Interpretation:
46% respondent ‘completely agree’ enjoy the shopping in the social commerce site.23%
‘agree to greater extent ,18% ‘moderately agree ‘ and 4% ‘little agree’ for the above
statement.10% respondent ‘little agree ‘ for shopping through social site.
Table 1.34 Information about products pass through easily by social commerce
platforms
Information about products pass through easily by social commerce platforms
Cumulative
Total 106 100.0 100.0
Interpretation:
38% respondent ‘completely agree’ for the statement that products pass through easily by
social commerce platforms.48% ‘moderately agree’ , and 14% respondent are ‘little agree’
for the above information.
Table 1.35 Unique and innovative products can be availed by social commerce site
Unique and innovative products can be availed by social commerce site
Cumulative
Total 106 100.0 100.0
Interpretation :
38% ‘completely agree ‘ ,29% agree to greater extent , 14% ‘moderately agree’ ,and 19%
‘little agree’ for the statement that the unique and innovative product available in social
commerce site.
4.2. Empirical Analysis
4.2.1. Scale Statistics and scale reliability
Scale Statistics
Mean Variance Std. Deviation N of Items
122.16 338.974 18.411 31
Reliability Statistics
Cronbach's Alpha Based on
Cronbach's Alpha Standardized Items N of Items
.923 .926 31
The scale of the questionnaire is optimally reliable, i.e. 93% approx. as the standardised value
of Cronbach’s alpha is .926 with 33 items excluding 7 demographic variables.
4.2.2. Factor Analysis to find the factors driving the purchase decision of the generation
“Z”.
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .638
Bartlett's Test of Sphericity Approx. Chi-Square 2146.398
df 378
Sig. .000
KMO measure of sample adequacy which is 64% approx. as the KMO statistics is 0.638
which is significant (0.000), so explorative factor analysis is appropriate to applicable here.
Bartlett’s test of sphericity justify that the correlation matrix is not an identity matrix as
shown in table-3. This shows that the sample is appropriate and can produce distinct factors.
4.2.3. Total Variance Explained
Total Variance Explained

Extraction Sums of Rotation Sums of Squared
Initial Eigenvalues Squared Loadings Loadings
% of % of
Componen % of Cumulativ Varianc Cumulative Varianc Cumulative
t Total Variance e% Total e % Total e %
1 9.159 32.711 32.711 9.159 32.711 32.711 3.481 12.433 12.433
2 2.542 9.079 41.789 2.542 9.079 41.789 3.088 11.028 23.461
3 2.230 7.965 49.754 2.230 7.965 49.754 3.056 10.915 34.376
4 1.913 6.834 56.588 1.913 6.834 56.588 2.971 10.610 44.986
5 1.714 6.120 62.708 1.714 6.120 62.708 2.574 9.195 54.181
6 1.291 4.611 67.319 1.291 4.611 67.319 2.525 9.018 63.199
7 1.219 4.353 71.671 1.219 4.353 71.671 2.372 8.472 71.671
8 .993 3.547 75.218
9 .867 3.096 78.314
10 .791 2.826 81.140
11 .739 2.639 83.779
12 .666 2.379 86.158
13 .587 2.096 88.254
14 .491 1.753 90.007
15 .407 1.453 91.460
16 .379 1.354 92.814
17 .329 1.175 93.989
18 .296 1.056 95.045
19 .279 .996 96.041
20 .225 .805 96.845
21 .201 .716 97.562
22 .177 .631 98.193
23 .127 .452 98.645
24 .114 .408 99.053
25 .102 .366 99.418
26 .089 .319 99.737
27 .044 .158 99.896
28 .029 .104 100.000
Extraction Method: Principal Component Analysis.
Using the principal component method in above factor analysis, 7 numbers of factors are
extracted. These 9 factors explain 72 % of the total cumulative variance as rotated sums of
squared loadings is 71.67 as shown in above table. .
4.2.4. Rotated Component Matrixa
Rotated Component Matrixa

Component
1 2 3 4 5 6 7
Middleman commission
is saved in purchasing .748
in the social media sites
Software secures the
privacy of information .705
of the customers
Better price can be
Affordable Pricing
availed through social .698
site
Software used for social
commerce transactions .633
are convenient to use
Payment receive system
.502
is easy and convenient
Information about
products pass through
.869
easily by social
commerce platforms
Physical movement of
the purchaser is less
while purchasing .764 Informative and convenient
through social
commerce sites
Payment is secure when
transaction is made
.763
platforms
Whatsapp platform has Customer Interaction
made the customer .742
interaction suitable
Customer interaction .727
platforms helps to
understand their future
requirements
Responses from the
seller is very quick
when business is .586
operated through social
media platform
Social interaction is
better between .527
purchaser and seller
Pre-order booking
through social
.786
easy
Purchase through social
commerce sites is .708
economical.
Economical Pre-order
Language used in Booking
social commerce
platform is suitable for .629
both seller and
purchaser.
Delivery is faster with
the transaction in the .591
Interpersonal trust is
built by interacting in .721
social commerce sites
Technology used for
social commerce
.664
transaction is easy to
operate.
Social commerce Technical Trust
transaction avoid the
storage by selling .508
product from field to
customer
Brand awareness is
better through social .481
commerce site
Quality improvement is Quality Product and Service .792
possible with the
feedback of the
customers
Finance facility (seller’s
credit) must be
.788
provided for the
purchaser.
Facebook, Twitter
helped to reach a wide .629
range of customers
Customer service
handling is easy .551
through social sites
Unique and innovative
products can be availed .532
by social commerce site
Marketing and sales
through internet has
.762
eased the selling
activities
Taking order through
internet has been a Greater Internet Engagement .760
convenient task
Post millennial are
engaged with internet
.583
for much of their
shopping
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 13 iterations.
With Varimax rotation and Kaiser Normalization, 7 factors are extracted as portrayed in the
rotated component matrix, which are named as Greater Internet Engagement, Quality Product
and Service, Technical Trust, Economical Pre-order Booking, Customer Interaction,
Informative and convenient, Affordable Pricing.
4.2.5. Regression Analysis to effect of social commerce platform on the purchase
intention of the generation “Z”.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 90.507 7 12.930 15.287 .000b
Residual 82.889 98 .846
Total 173.396 105
a. Dependent Variable: I enjoy shopping in the social commerce sites
b. Predictors: (Constant), Greater Internet Engagement, Quality Product and Service,
Technical Trust, Economical Pre-order Booking, Customer Interaction, Informative and
convenient, Affordable Pricing
Interpretation:
The above ANOVA table shows that the multiple linear regression is significant for analysis
F statistics (15.287) is significant (p=.000). So we can proceed for the regression model.
4.2.6 Model Summaryb
Model Summaryb
Std. Change Statistics
R Adjuste Error of R
Mode Squar dR the Square F Sig. F Durbin-
l R e Square Estimate Change Change df1 df2 Change Watson
1 .722 .522
a
.488 .920 .522 15.287 7 98 .000 1.828
a. Predictors: (Constant), Greater Internet Engagement, Quality Product and Service,
Technical Trust, Economical Pre-order Booking, Customer Interaction, Informative and
convenient, Affordable Pricing
b. Dependent Variable: I enjoy shopping in the social commerce sites
The factors affecting the purchase decision of generation ‘Z’ on the purchase intention by
49% is significant (p=.000) adjusted R square is 0.488. The Durbin Watson statics (vary from
1.5-2.5) justify the above as it shows 1.828 in the above table.
4.2.7 Coefficientsa
Coefficientsa
Standardize
Unstandardized d Collinearity
Coefficients Coefficients Correlations Statistics
Std. Zero- Toleranc
Model B Error Beta t Sig. order Partial Part e VIF
1 (Constant) 43.93
3.925 .089 .000
4
Affordable
.229 .090 .179 2.556 .012 .179 .250 .179 1.000 1.000
Pricing
Informative
and .689 .090 .536 7.677 .000 .536 .613 .536 1.000 1.000
convenient
Customer
-.022 .090 -.017 -.247 .806 -.017 -.025 -.017 1.000 1.000
Interaction
Economical
Pre-order .524 .090 .408 5.839 .000 .408 .508 .408 1.000 1.000
Booking
Technical .096 .090 .075 1.072 .286 .075 .108 .075 1.000 1.000
Trust
Quality
Product and .224 .090 .174 2.497 .014 .174 .245 .174 1.000 1.000
Service
Greater
Internet .000 .090 .000 -.003 .998 .000 .000 .000 1.000 1.000
Engagement
a. Dependent Variable: I enjoy shopping in the social commerce sites
The major factors related to social media that affects the purchase intention of generation Z
are Quality Product and Service, Economical Pre-order Booking, Informative and convenient
and Affordable Pricing with individual effect of .174, .408, .536 and .179 with significant
value below .05.
CHAPTER -5
SUMMARY FINDINGS
Finding for Objective 1- To find the factors driving the purchase decision of the
generation “Z”.
The factors driving the purchase decision of the generation “Z” are Greater Internet
Engagement, Quality Product and Service, Technical Trust, Economical Pre-order Booking,
Customer Interaction, Informative and convenient, Affordable Pricing.
Finding for Objective 2- To find out the effect of social commerce platform on the
purchase intention of the generation “Z”.
The factors affecting the purchase decision of generation ‘Z’ on the purchase intention by
49% is significant (p=.000) adjusted R square is 0.488.
The major factors related to social media that affects the purchase intention of generation Z
are Quality Product and Service, Economical Pre-order Booking, Informative and convenient
and Affordable Pricing with individual effect of .174, .408, .536 and .179 with significant
value below .05.
CHAPTER -6
CONCLUSION
Generation ‘Z’ is most technical oriented people in the entire world and in India generation
‘Z’ are the mostly influenced by the social media platforms. The social media influences the
life of the many people of this generation along with the product purchase decisions. The use
of social media has enhanced product marketing strategies. Greater internet engagement,
quality product and service, technical trust, economical pre-order booking, customer
interaction, informative and convenient, affordable pricing are different factors of social
media needed to be addressed by the product manufacture in order to encourage their sales.
CHAPTER -7
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7.2. Questionnaire
QUESTIONNAIRE
An academic study related to factors affecting social commerce marketing for minnelials
Responsible Researcher
Debasmita Das, MBA, Dept. of Business Management, Central University of Odisha
Under the Guidance of
Mr. Yadav Devi Prasad Behera, Faculty, Dept. of Business Management, Central University of
Odisha
Dear Sir/Madam,
As a part of my MBA dissertation, I am Debasmita Das, conducting a survey related to social
commerce marketing for generation ‘Z’ for the partial fulfilment of MBA degree from Central
University of Odisha, Koraput. This study is meant for academic purpose only and will not be used
for commercial and any other purposes. I request you to be kind enough to provide your valuable
responses for the questions and statements given below. Before responding the questions and
statement please have a look on the following instructions which need to be understood. Any
information obtained in connection with this study will remain confidential.
Your cooperation in this regard is highly solicited by me.

Section – A (Demographic Variables)
1- Name (optional):
2- Gender: Male Female
3- Marital Status: Single Married
4- Qualification: Less than +3 Level +3 Level PG. Level Other professional degree
5- Monthly Income (approx. in Rs.): Less than 20000 20001 – 40000 40001 – 60000
60001 – 80000 80001 – 100000 More than 100001
Section – B (Product Purchase Decision)
5- Completely agree, 4- Agree to a greater extend, 3- moderately agree,

2- Little agree, 1- very little agree
Sl
. Statements to be responded on the basis of degree
Degree of Response
n of agreeableness
o
Marketing and sales through internet has eased the
1. 5 4 3 2 1
selling activities
Taking order through internet has been a convenient
2. 5 4 3 2 1
task
Whatsapp platform has made the customer interaction
3. 5 4 3 2 1
suitable
Facebook, Twitter helped to reach a wide range of
4. 5 4 3 2 1
customers
Post millennial are engaged with internet for much of
5. 5 4 3 2 1
their shopping
6. Better price can be availed through social site 5 4 3 2 1
7. Instagram has helped to broadcast the products 5 4 3 2 1
Brand awareness is better through social commerce
8. 5 4 3 2 1
site
9. Customer service handling is easy through social sites 5 4 3 2 1
Social interaction is better between purchaser and
10. 5 4 3 2 1
seller
Middleman commission is saved in purchasing in the
11. 5 4 3 2 1
social media sites
12. Interpersonal trust is built by interacting in social 5 4 3 2 1
commerce sites.
Responses from the seller is very quick when business
13. 5 4 3 2 1
is operated through social media platform
Technology used for social commerce transaction is
14. 5 4 3 2 1
easy to operate.
Purchase through social commerce sites is
15. 5 4 3 2 1
economical.
Customers makes repetitive purchase after purchasing
16. 5 4 3 2 1
once through social commerce sites
Customer interaction through social media platforms
17. 5 4 3 2 1
helps to understand their future requirements
Language used in social commerce platform is
18. 5 4 3 2 1
suitable for both seller and purchaser.
Physical movement of the purchaser is less while
19. 5 4 3 2 1
purchasing through social commerce sites
Delivery is faster with the transaction in the social
20. 5 4 3 2 1
commerce site
Pre-order booking through social commerce platform
21. 5 4 3 2 1
is easy
Social commerce transaction avoid the storage by
22. 5 4 3 2 1
selling product from field to customer
Software used for social commerce transactions are
23. 5 4 3 2 1
convenient to use
Software secures the privacy of information of the
24. 5 4 3 2 1
customers
25. Payment receive system is easy and convenient 5 4 3 2 1
Quality improvement is possible with the feedback of
26. 5 4 3 2 1
the customers
Payment is secure when transaction is made through
27. 5 4 3 2 1
social media platforms
Finance facility (seller’s credit) must be provided for
28. 5 4 3 2 1
the purchaser.
29. I enjoy shopping in the social commerce sites 5 4 3 2 1
Information about products pass through easily by
30. 5 4 3 2 1
social commerce platforms
Unique and innovative products can be availed by
31. 5 4 3 2 1

Disseration Debasmita

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USE OF SOCIAL MEDIA PLATFORMS FOR MARKETING

OF PRODUCTS FOR GENERATION “Z” IN THE POST

Dissertation submitted to the Central University of Orissa for the Partial

Enrolment No.: 19/06/DBM/14

Under the Supervision of

Mr. Yadav Devi Prasad Behera

Central University of Odisha

This is to certify that the dissertation entitled “USE OF SOCIAL MEDIA

research work carried out by Ms. Debasmita Das, Enrolment No.

I wish all the best in her career and life.

Mr. Yadav Devi Prasad Behera

Management, Central University of Odisha, Koraput.

In my capacity as supervisor of the candidate’s dissertation, I certify that the above

[Yadav Devi Prasad Behera]

on giving me the golden opportunity to do this wonderful project on “USE OF SOCIAL

MEDIA PLATFORMS FOR MARKETING OF PRODUCTS FOR GENERATION “Z”

IN THE POST COVID ERA : A STUDY IN SOUTH ODISHA”.

of my project. For their continuous support, I am forever grateful.

Corona Virus Disease-2019 (COVID-19) have resulted in a pandemic of viral respiratory

The Consumer Decision-Making Model was used as a framework to investigate changes in

3.0 INDUSTRY PROFILE:

4.0 Data analysis and Interpretation

4.1 Descriptive Statistics

Table-1 Descriptive Statistics

Table 1.1 Gender of Respondent

Taking order through internet has been a convenient task

Whatsapp platform has made the customer interaction suitable

Facebook, Twitter helped to reach a wide range of customers

Better price can be availed through social site

Table 1.13 Customer service handling is easy through social sites

Table 1.28 Software secures the privacy of information of the customers

4.2.1. Scale Statistics and scale reliability

KMO and Bartlett's Test

4.2.3. Total Variance Explained

Total Variance Explained

Rotated Component Matrixa

Your cooperation in this regard is highly solicited by me.

5- Completely agree, 4- Agree to a greater extend, 3- moderately agree,

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