Influence of Social Media Marketing on Young Consumer Buying Behavior

Mr. Navin Tiwari, MBA 2nd Year, HMSD, MMMUT, Gorakhpur

Dr. Bharti Shukla, Assistant Professor, HMSD, MMMUT, Gorakhpur
Dr. Sudhir Narayan Singh, Associate Professor, HMSD, MMMUT, Gorakhpur

Abstract :
Online media marketing is vital and it is among the best apparatus and method in the field of
each kind of business. It has changed the power structure at the place of where goods sold and
purchased online. Due to increase of technology, availability of network and high speed internet
access to the consumers is extremely easy. Social Media has become an essential tool for
consumers. A wide range of organizations have gone online media to discover and interface with
their objective clients. It is most efficient way to advertise any product or services. It helps to
making a strong bond among the sellers and buyers. The objective of this research is to study the
effect of Social Media Marketing on Young Consumer Buying Behavior. Social media has, over
the last few years, aired companies to trade with the help of technology, and as a result it has
made its own name in the trade world.
Keyword: Social Media Marketing, consumer behavior, Technology.

Introduction:
Apart from connecting with the friends and family people have the started making purchase
decision on social media. Millions of people are active on social media. People preferred to buy
online because buying online is quite easy. Moreover company also started focusing on social
media as the social media is very useful channel to post the product and services. The web stage
is another strategy for fostering the business. Online media changes the specialized strategies
among merchants and purchasers. Online business impacts the buyer in their buying choices.
Correspondence through web-based media is another stage to trade data about product and
administrations. Social media is sifting the power from marketers to consumers. Social media
Marketing is the use of social media platforms and websites to promote a product or service. It is
the action of making content to advance your business and items on different online media stages
like Facebook, Instagram, and Twitter. Social media marketing is the utilization of social media
stages to associate with your crowd to assemble your image, increment deals, and drive site
traffic. This includes distributing incredible substance on your online media profiles, tuning into
and drawing in your adherents, examining your outcomes, and running web-based media
promotions. There are likewise a scope of online media the executives devices that assist
organisation with capitalizing on the social media stages recorded previously. Today most
organization utilize online media to energize shopper inputs, this shift away from customary
showcasing strategies has implied that clients have begun to shop internet utilizing applications
like Facebook, Twitter, Snapchat, and Instagram. Many people have made significant lifestyle
changes because of their increased engagement with technology, acquiring different attitudes,
behaviours, needs, wants, and desire. Social media marketing returns shoppers to major business
centers and allows advertisers other tools to engage with customers and integrate them into the
brand through invention seal methods. People found social media to be very useful in the sense
that it allows people to get information about products and services with them very easily and get
information about e-commerce companies that would actually affect their purchase intentions.

Literature Review:
Haciefendioglu (2011), In his study reveals that purchasers are impacted from their companion’s
opinion. The study additionally says that assessment of their companions in social media guides
customers to settle on choices to purchase a particular item. Ramsunder (2011), In his study, the
purchaser’s choice are greatly affected by online brands. Assessments of buyers will impact one
another. Such sentiments by different purchasers influence resale. Henceforth, shoppers are
going to the Internet to get more information for their buy choice. Zafarani and Liu (2013) ,
Social media is being used by people for a variety of purpose. A healthier user profile can be
created to develop online services when relevant methods are involved. Kiriti Sharma (2018),
The intention of social media marketing is a continuous improvement in the overall existence of
the business. Nowadays online networking makes a person’s life a p art of internet-based life, for
example, on Linkedin, on Facebook, on Twitter, iron Instagram, the number of subscribers is
constantly increasing. Asma & Misbah (2018 ), Social media has extensively influenced both
consumers and business. The most significant element of social media marketing is that it has
designed a new environment by promoting information socialising, forcing marketers to abandon
their previous approaches to mass media marketing. Muchkund Narayan Dubey & Bharti
Shukla (2021), Alok Kumar Pal & Bharti Shukla (2020) Revealed that how young consumer
have different buying pattern and get influence by internet and social media. And how this will
help in Digital Marketing

Objective:
 To study the effect of social media marketing on the young consumers buying behaviour.
 To identify the factors that affect buying behaviour of consumer in social media
marketing.

Research Methodology:
Data collection method: The primary data is obtained through questionnaire.
Secondary data: The secondary data is obtained through Internet articles and various research
paper.
Method of sampling: Convenience sampling under non probability sampling method is used.
Research design: Descriptive Design
Sample Size: Sample size of 180 respondents is collected and respondents are between 18 years
40 years.

Data Analysis and Interpretation:

The survey conducted on those only who buy online.
Survey reaction on respondents utilization of social media site for buying products
At the point when the client were asked the social networking sites utilized in purchasing item,
Facebook and Whatsapp 115 addressed 63.9% , Instagram 5 addressed 2.8% , Twitter 33
addressed 18.3% , Linkedin 2 addressed 1.1% , Snapchat 2 addressed 1.1% and Others 23
addressing 12.8% . This demonstrates that Facebook and Whatsapp is most helpful social
networking site utilized client in buying item.
Survey respond on the factors that affect buying behaviour in social media marketing
Out of an aggregate of 180 respondents, 66 respondents addressing 36.7% demonstrated that
they are impact to purchase item because of trust, 59 addressing 32.8% showed that they are
affected by the Reliability, 35 addressing 19.2% said they are affected by the consistency of
online media showcasing, 20 addressing 11.1% concur that they are impact because of more
extensive market. This indicate that trust is the most important factor under social media
marketing.
Survey on Social media marketing alerts to new company offering.
The majority of the more youthful respondents have concurred that social media marketing has
given them information about the new product range dispatch in marketing alongside detail
offers. The purpose for concurring is that the adolescents are evaluating a greater amount of the
online media on customary premise.
Survey on respondent use social media
A large number of the respondents who have answered are utilizing online media every day. The
outcome shows that the social media has made colossal space the existence of individuals. The
open their account a few times in a day that is at whatever point they settle the score 10 minutes
they open their account.
Survey on marketing through social media is effective in creating brand awareness
70.6% respondents has concurred that the marketing through online media is helping them
expanding their insight about different firms brands. Along these lines, when different firms
convey through online media ordinarily in a day then, at the point individuals recollect and get
mindful about the presence of a few brands accessible in that specific market fragment.
Survey respond on Social Media Site has the greatest impact on the buying behaviour of
consumer
According to the respondents Facebook & Whatsapp are highly influenced to the customers ,
because most of the customer use Facebbok & Whatsapp for connecting to the people, Finding
the information regarding product and services and for seeing the advertisement of various
product. Thus Facebook & Whatsapp have the greatest impact on the buying behaviour of
consumers.
Challenges of using social media sites for buying
The vast majority of the respondents said that interruption from hacking is the main challenge in
utilizing social media. Hacking is a sort of criminal offense where programmers admittance to
the clients record and stop all sort of close to home data of those clients.
Survey respond on the information search on social networking sites about the product
The above diagram shows the data search by client through the social networking sites, Price 89
addressing 49.4%, comparison with other brands 35 addressing 19.4%, terms and conditions 19
addressing 10.6%, offers and discount 12 addressing 6.7%, product origin 17 addressing 9.4%,
and others information 8 addressing 4.4%. This implies that customers are more interested in
price information than any other product information.
Social media increased and enhanced your knowledge regarding different products and
services.
66.1% respondents are agree that their knowledge has been increased regarding various product
and services of using social media.
Survey respond on benefits of using social media in buying decision
Out of the complete of 180 respondents, 123 respondents addressing 68.3% indicated that social
media is beneficial in quick access to product information, 23 addressing 12.8% demonstrated
that social media diminishes pressure of face to face bargaining, 17 addressing 9.4% said social
media upgrade clients commitment and 17 addressing 9.4% showed that social media improves
communication among sellers and buyers. It show that online media helps in trading thoughts
and boosting cooperation, upgrading client commitment and further developing correspondence
among vendors.

Finding
The study shows that 97% of people buy products online and the most used social media sites are
Facebook and whatsapp, with 63.3% percent. Protection and simple admittance to data are the
fundamental factors that have impacted the selection of channels. Faith, Comfort and regularity
are the primary factors that have influenced the selection of channels. Facebook And Whatsapp
are the most utilized social networks sites for purchasing choices. Towards the finish of the
discoveries, the examination uncovered that shopper purchasing conduct under social media
setting are extraordinarily affected by simple admittance item data and value data. Interruption
from hackers and cyber bulling are the best difficulties that influence used of social media for
purchasing choices.

Conclusion:
This study has been done to find out the effect of social media marketing on the behavior of
young consumer. The study additionally uncovered those online media channels are more
believed, solid and steady in purchasing measures. What's more client demonstrated that when
online media is utilized in shopping, it encouraged fast admittance to item data, diminish
pressure of vis-à-vis bartering, upgrading client commitment and further developing
correspondence among merchant and purchaser. Since the world has become an overall town,
organizations and business visionaries are educated to expand the use of online networking site
in the entirety of their business activities to contact clients without any difficulty and to further
develop client criticism taking care of. This will assist with cultivating correspondence,
distinguishing arising client needs and boosting connection too upgrading client commitment
item/administration choices. Clients ought to likewise be urged to visit the interpersonal
interaction locales to get new data and to be side by side with the progressions in the activities of
the organizations.

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