Impact Of Social Media Advertisements On Buying Behaviour Of Electronic Goods In Cuddalore District

Abstract

In the present world, technology is occupying a major role of human life. Especially, it plays a significant role in marketing of products and services in the market. Usage of electronic goods is unavoidable in the human life. Many types of electronic goods are being used by people for their daily life. Hence electronic goods producers want to market their products in efficient manner. Always the markets want to reach their products, for this they seek for media which has close touch with the people. In such way, in the recent decade social media such as Facebook, Instagram, YouTube, Twitter have close touch with majority of people. Hence markets of electronic goods make advertisements through social media for their products. In this context, the researcher studied the impact of social media advertising on consumer buying behaviour of electronic goods in Cuddalore district in the state of Tamilnadu. The sample size of the study was 750 sample respondents who were using social media and bought electronic goods using proportionate sampling technique. The required primary data were collected through a structured questionnaire. Mean, standard deviation, coefficient of variation and regression analysis were used as statistical tools. The study found that the factor of “Consumer electronics are widely popularized through social media advertising” had more impact on consumers buying behaviour of electronic goods, followed by“Social media advertising boosts reliability on electronic goods” and “Consumer electronics advertising on social media increases the speed”. The factor of social media advertising “Social media advertising expedites the buying process” had least level of impact, followed by the factors of “Social media advertising creates peer support networks online” and “Social media advertising produces an effective sales process”. It was also evidenced that there was no significant effects of demographic factors of the respondents (gender, age, education and income) on the impact of social media advertising on consumers’ buying behaviour towards electronic goods in the study area