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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016 open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15 |
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| Paper Title: | IMPACT OF SOCIAL MEDIA SITES ON STUDENTS PURCHASE INTENTION IN ONLINE SHOPPING: AN EMPIRICAL STUDY |
| Authors Name: | Shilpa Chhugani , Dr. Shaifali Tripathi |
| Unique Id: | IJSDR2401023 |
| Published In: | Volume 9 Issue 1, January-2024 |
| Abstract: | Now-a-days social media sites are playing an important role in online marketing environment and youngsters are moving forward to buy product in online store rather than traditional stores with the help of internet connection. This current paper is to identify social media marketing factors which influence the students to buy products in online shopping. The paper shows the platforms where the students prefer to buy the product online. From the detailed literature review we identify two factors like Word of Mouth and E-Advertising. Convenience sampling technique is used to collect data in online and data’s are loaded on the SPSS to test the reliability of the variables and we use ANOVA to test the significant link among the dependent variable and independent variable. Results revealed that E-Advertising has significant relation of students purchase intention in online shopping by using various social media sites. In future, it could be extended with some constructs, to collect more samples and the product purchase should be narrow down for better understanding. |
| Keywords: | online shopping, internet marketing, purchase intention |
| Cite Article: | "IMPACT OF SOCIAL MEDIA SITES ON STUDENTS PURCHASE INTENTION IN ONLINE SHOPPING: AN EMPIRICAL STUDY", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.9, Issue 1, page no.169 - 174, January-2024, Available :http://www.ijsdr.org/papers/IJSDR2401023.pdf |
| Downloads: | 000338719 |
| Publication Details: | Published Paper ID: IJSDR2401023 Registration ID:209769 Published In: Volume 9 Issue 1, January-2024 DOI (Digital Object Identifier): Page No: 169 - 174 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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