IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMER BUYING INTENTIONS
Dr. Archana Borde
Associate Professor, Sinhgad College of Engineering Department of Management Studies, Pune, India
Dr. Swati Manoj Yeole
Associate Professor, Lexicon Management Institute of Leadership and Excellence, Pune, India
Social media advertising is a powerful tool for businesses and marketers to use when selling their products or services to customers. It is easier for businesses to reach customers and contact as many customers as possible via the digital media. Innovation and a desire to draw in new customers are at the forefront of this digital platform’s focus with stronger emphases of this research was on social media marketing and how it affects customer purchase intentions. Social networking marketing, digital word-of-mouth marketing and trustworthiness. The research is carried out in Pune district, India; based on a standardised survey for collection of primary data, and a sample size of 384 respondents is evaluated. We have taken the survey Data were gathered from 384 respondents. The data is analysed using multiple liner regression in IBM SPSS 24.0 software. It has also been shown that young are primarily engaged on the internet and are more likely to engage in make purchases using social media websites, with WhatsApp being the most popular.
Keywords: Social Media, Advertizing, Marketing, Consumer buying behaviour, Digital Marketing