ManuScript Details
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Paper Id:
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IJGRD1024
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Title:
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SOCIAL MEDIA MARKETING AND CONSUMER BUYING BEHAVIOUR AMONG COLLEGE STUDENTS: AN EMPIRICAL STUDY ON DIGITAL INFLUENCE IN HIGHER EDUCATION
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| Published in: |
International Journal of Global Research and Development |
| Publisher: |
IJGRD |
| ISSN: |
ISSN Applied |
| Volume / Issue: |
Volume 1 Issue 4 |
| Pages: |
11
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| Published On: |
7/14/2026 9:15:05 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Dr. Ranjith Somasundaran Chakkambath |
| Institute: |
AMITY KOCHI |
Co - Author Details
| Author Name |
Author Institute |
| Dr. Shamsi Sukumaran |
AMITY KOCHI |
| Vidhi Singhal |
AMITY KOCHI |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Social Media Marketing, Consumer Buying Behaviour, College Students, Digital Advertising, Influencer Marketing, Purchase Decision, Social Media Engagement, Exploratory Factor Analysis. |
| Abstract: |
Social media marketing has emerged as a powerful digital tool that significantly influences consumer purchasing decisions, particularly among college students who constitute one of the most active social media user groups. This study aimed to examine the influence of social media marketing on college students’ buying behaviour, analyze the factors affecting online purchase decisions, and evaluate the impact of digital advertising and influencer recommendations on consumer behaviour. The study adopted a quantitative research design based on primary data collected from 140 college students through a structured questionnaire. Descriptive statistics, percentage analysis, Chi-square tests, and Exploratory Factor Analysis (EFA) using Principal Component Analysis with Varimax Rotation were employed to analyze the data. The findings revealed that Instagram was the most preferred social media platform and that the majority of students spent between one and five hours daily on social media. More than half of the respondents reported purchasing products after viewing them on social media platforms, indicating a substantial impact of digital marketing on buying behaviour. The Chi-square analysis identified significant associations between gender and social media-driven purchases, as well as between age and daily social media usage. Factor analysis extracted four major dimensions influencing buying behaviour: Brand Trust and Awareness, Ethical-Impulse Influence, Engagement and Validation, and Price and Encouragement. The study concludes that social media marketing significantly affects college students’ purchasing decisions, with advertisements, brand reputation, influencer recommendations, online reviews, and price considerations serving as key determinants of consumer behaviour. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dr. Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Vidhi Singhal, "SOCIAL MEDIA MARKETING AND CONSUMER BUYING BEHAVIOUR AMONG COLLEGE STUDENTS: AN EMPIRICAL STUDY ON DIGITAL INFLUENCE IN HIGHER EDUCATION", International Journal of Global Research and Development,
vol. 1, no. 4, pp. 34-44, 2026.
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MLA
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Dr. Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Vidhi Singhal "SOCIAL MEDIA MARKETING AND CONSUMER BUYING BEHAVIOUR AMONG COLLEGE STUDENTS: AN EMPIRICAL STUDY ON DIGITAL INFLUENCE IN HIGHER EDUCATION." International Journal of Global Research and Development,
vol 1, no. 4, 2026, pp. 34-44.
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APA
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Dr. Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Vidhi Singhal (2026). SOCIAL MEDIA MARKETING AND CONSUMER BUYING BEHAVIOUR AMONG COLLEGE STUDENTS: AN EMPIRICAL STUDY ON DIGITAL INFLUENCE IN HIGHER EDUCATION. International Journal of Global Research and Development,
1(4), 34-44.
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SOCIAL MEDIA MARKETING AND CONSUMER BUYING BEHAVIOUR AMONG COLLEGE STUDENTS: AN EMPIRICAL STUDY ON DIGITAL INFLUENCE IN HIGHER EDUCATION
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