Use of Facebook Marketplace as a Shopping Medium: A Study of University Students of Jammu and Kashmir

Abstract

One of the important forms of E-commerce which is growing at a rapid speed across the globe is online classified business. Like other shopping portals/mediums online classified portals are also witnessing large number of internet users getting converted into their users. People use these online classified portals to buy or sell all sorts of used products. There are numerous local as well as multinational companies running diverse types of online classified businesses based on all known forms of business models viz Business to Business, Business to consumer, and consumer to consumer. The latest medium with many additional features is Facebook Marketplace launched by Facebook Inc. As Facebook has the highest users among all the social networking sites so it makes it captivating to investigate how Facebook Marketplace is being taken on by all the users of Facebook. The study has been conducted on university students in Jammu and Kashmir. The study not only contributes to the literature on the topic but the results provide valuable insights for Facebook for transforming the users of facebook into the users of marketplace too.