A STUDY ON INFLUENCE OF SOCIAL MEDIA ADVERTISING ON CONSUMER’S BEHAVIOUR

Abstract

This study is undergone to understand the effectiveness of social media advertising and its influence on consumers buying behaviour. The topic widely focuses on the factors affecting customers buying behaviour and the difficulties faced by them in terms of social media advertising. In the introduction an overview is given about the term Social media advertising and then the overall objective for the study is followed which is to study the customers buying behaviour and identify the factors influencing it through social media advertisements and results are given in the findings and suggestion. The research methodology follows the convenience sampling method under non- probability sampling technique. The population of the study comprised of diversified consumers; primary data was collected through questionnaire. The Analysis involves percentage analysis under the descriptive and the inferential analysis involves the statistical tools such as chi-square and ANOVA. The findings are given separately for each of the statistical tools such as first one for the percentage analysis followed by the chi-square and then lastly the findings of the ANOVA method and the findings are based on the interpretation inferred using the SPSS software