EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING ON PURCHASE DECISION OF SMARTPHONES

EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING ON PURCHASE DECISION OF SMARTPHONES

Registration ID: IJNRD_181141

Published ID: IJNRD2204135

DOI: Click Here to Get

PRATIKSHA LALL , DR. TR KALAI LAKSHMI

Smartphones , social media marketing , purchase decision , customer engagement , brands

Social media advertising is at its full swing than ever. Today the companies are taking extra effort to advertise their product through social media. Social media has now become an important part of a human being for not just interaction but also for gathering information. One big reason for popularity of social media is the smartphone that has become the basic requirement of the human beings. With lots of brands coming in, customers have wide options to choose from and social media advertising leaves no chance to effortlessly target their customers to persuade towards buying the smartphone. This study focuses on the impact of social media advertising on the purchasing decision of the customers to buy smartphones. Here correlation and Chi square tests are being used as the statistical tools. The result showed that the frequency of viewing/reading the advertisement and the age of the respondents are positively correlated. Meanwhile it is observed that there is no association between gender and influence of presence of brands on social media, which means that social media ads are enjoyed by every generation people. Since the technology keeps on changing and so does the social media platforms, the result of this study might get insignificant after a point of time.

Published Paper   E-Certificate

"EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING ON PURCHASE DECISION OF SMARTPHONES", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.7, Issue 4, page no.1067-1070, April-2022, Available :https://ijnrd.org/papers/IJNRD2204135.pdf

Volume 7 Issue 4, April-2022

Pages : 1067-1070

Paper Reg. ID: IJNRD_181141

Published Paper Id: IJNRD2204135

Downloads: 000121191

Research Area: Management

Country: South Andaman, ANDAMAN & NICOBAR ISLANDS, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2204135.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2204135

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

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