CHAPTER: 04

Abstract:
In this study, the buying process of consumers is examined, with particular attention paid to how
the use of social media may have an impact on that process. A number of factors, including
gender, how frequently people use social media platforms and typical buying habits, have been
considered when analyzing these effects. The Anova output for the final model was used. The
study population was males and females ranging from 20 to 50 years. The data obtained from the
survey were statistically analyzed and presented in numerical figures, using the arithmetic
average, percentage, standard deviation, etc The findings demonstrated that social media does
have a favorable and significant impact on consumers' impulsive buying behavior
Keywords: social media; consumer decision-making, consumer behavior.

Sampling Technique and Data Collection:

This study was undertaken using a convenience sampling technique. It was descriptive in nature
and Quantitative data were collected for descriptive analyses which includes open-ended
questions as well. Data was collected using a structured questionnaire. This study was conducted
in Karachi. A total of 300 respondents were selected using a random sampling technique. The
study population was males and females ranging from 20 to 50 years. The data obtained from the
survey were statistically analyzed and presented in numerical figures, using the arithmetic
average, percentage, standard deviation, etc. data were analyzed using correlation, and regression
analysis The results are interpreted and presented by using charts, tables, and descriptions in
words, in order to have a clearer presentation.

Questionnaire:
A 22-item-based questionnaire was designed. The first item dealt demographic profile of the
study participants. i.e, age and gender. The other items were designed to assess the influence of
social media on consumer buying behavior.

DATA ANALYSIS AND DISCUSSION:

The following section presents an analysis made on the data collected from the online
questionnaire
Q1: Does Advertisement has the power to change the choice of your brand?
180 of consumers stated yes that advertisements encourage them to switch from one brand to
another owing to more benefits and qualities.80% stated that no it doesn’t change their mind and
40% stated sometime ad motivated them to change their choice of brand.
Q2 : Do Ads on social media platforms help you to find the best product? ? Dependent
Variable: Consumer’s buying Behavior.
Most of the respondents believe that sometimes ads help them to find the best product 100( )
agreed on that point and 120 ( ) reported that yes advertisement helps them to find the best
product and 80 ( )stated no that t ads don’t help them to find products.
Q : which social media platform do you use often? (multiple options can be selected)
It was noticed that most of the respondents about 70% of them used Facebook, 92% of the
respondents used Instagram and LinkedIn as social media apps followed by 60%. Youtube users
are around 40% followed by Twitter) with 38
Q4: How much time do you spend using social media applications?
Out of 300 respondents, all of them are social media users. 200% of them spend a time between
1 and 5 hours a day with social media for certain purposes.50% of them spend up to more than 5
hours and similarly, 50% of the respondents spend More than 10 hours.
Q5: If a product receives a negative review on social media, are you likely to reconsider
buying it?
140 of the respondents said they strongly agreed that advertising has a constant influence over
us. 57% of consumers agreed that they primarily purchase items to demonstrate their social
standing. negative reviews do impact brand image while 40 respondents strongly disagree with
that and 63 respondents choose neutral.
Q6: Which of these components affect your purchasing?
According to above mention analyses this is proved that 80 of the respondents buy a familiar
product while purchasing and 120 of the respondents purchase the product with inspiration from
designs and 100 stated that their buying behavior decision effect by the advertisement.
Q7: I mostly purchase the product shown in an advertisement on social media.
57 respondents stated neutral about their purchasing the product shown in the advertisement and
40 strongly disagree that they don’t purchase the same product and 30 disagreed with the above
statement and 90 agreed with the above statement however,83 strongly agreed with the above
statement.
Q9: Do advertisements persuade you to purchase the same brands
190 respondents strongly agree and 80 customers agree that advertisements are a significant
source of awareness about product or image building. 30 respondents remain neutral that
advertisements do indeed persuade us to purchase the same items.
Q10: For the success of a business or product, social media marketing is crucial
Social media marketing plays a huge role in brand image building and growth 190 respondents
stated yes to this while 80 choose no and 30 choose maybe.
Q11: Social Media keeps you updated about trends
56 respondents strongly agree and 67 and 45 and 69 and 63 respondents choose to disagree and
agree, strongly disagree, and neutral respectively.
Q12: Do advertisements influence your decision to switch from one brand to another?
Advertisement has the power to change their choice of brand and perception regarding certain
brands 90 respondents strongly agreed and 170 agreed and 90 disagree and 40 respondents
choose neutral.
Q13: A social media advertisement is likely to persuade you to buy a product
Out of 300 respondents, 189% of the respondents accepted that yes they believe that Social
Media influence their buying decisions. And remaining 31% did not accept that consideration,
their preference and buying decisions regarding any kind of products are the same as usual
despite social media presence and 80% stated neutral about their purchasing.
Q14: Does advertising provide pleasure and entertainment?
97 respondents neither agree nor disagree with the statement that they are neutral and 203
respondents strongly agreed with this statement.

Q15: Customer purchase intent is highly influenced by social media word of mouth
We have observed that word of mouth plays a vital role in the consumer buying decision and 120
respondents strongly agreed to that while 70 agree and the remaining were neutral neither
agreeing nor disagreeing with the statement.
Q16: What do you think of the statement, "Social media improve my knowledge about
online purchasing products or services"?
The majority of respondents believe that social media is crucial in generating interest in things in
their minds. By using social media to promote products, businesses may reach the greatest
number of consumers. According to respondents, it raises consumer awareness of the products.
Additionally, it affects and fuels the demand for goods.

Q18: Does the brand's social media page influence your perception if it reacts to comments,
inquiries, and complaints?
Out of 300 respondents, 270 respondents stated yes they preferred social media as a source of
information for their buying decision so brands’ social media directly impact their buying
decision and 30 respondents stated that it doesn’t influence their choice.
Q19: How many products have you recently bought after being persuaded by social media
advertisements?
Out of 300 responses, 192 respondents reported buying one to five products recently, nine
reported buying five to ten items, six reported buying almost everything, and the remaining six
reported buying nothing, leading to the conclusion that nearly 97% of respondents had recently
made purchases that were influenced by social media advertisements.
Q20: Do you prefer to shop online through social media platforms
Out of 300 respondents, 185 expressed that they prefer online shopping and 90 stated that
don’t prefer online shopping, and 25 respondents stated Maybe.
Q21: what do you think as a consumer if a good or service goes viral on social media? Will
those products or services appeal to you?

From the study, it was found that brand social media image has a great impact on the
respondents. 220 respondents stated yes and while others choose No.

Q22: Do you agree nowadays using social media it is easy to select your desired product?
Most of the respondents 256 agreed that ads create interest in new products for them and 22
reported that ads develop a desire to purchase the product while others stated that ads remind and
recall the product.

Correlation Analysis:

Correlations

Brand Recall Stimulation Pleasure Dominance

Brand Recall Pearson Correlation 1 -.128* -.057 -.012

Sig. (2-tailed) .026 .325 .842

N 300 300 300 300

Stimulation Pearson Correlation -.128* 1 .083 .142*

Sig. (2-tailed) .026 .152 .014

N 300 300 300 300

Pleasure Pearson Correlation -.057 .083 1 .627**

Sig. (2-tailed) .325 .152 .000

N 300 300 300 300

Dominance Pearson Correlation -.012 .142* .627** 1

Sig. (2-tailed) .842 .014 .000

N 300 300 300 300

Necessity Pearson Correlation .049 -.125* -.213** -.239**

Sig. (2-tailed) .400 .031 .000 .000

N 300 300 300 300

Consumer Buying Pearson Correlation .057 .095 .063 .022

Behaviour
Sig. (2-tailed) .327 .102 .280 .706

N 300 300 300 300

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

Consumer
Buying
Necessity Behaviour

Brand Recall Pearson Correlation .049 .057

Sig. (2-tailed) .400 .327

N 300 300

Stimulation Pearson Correlation -.125* .095

 Sig. (2-tailed) .031 .102

N 300 300

Pleasure Pearson Correlation -.213** .063

Sig. (2-tailed) .000 .280

N 300 300

Dominance Pearson Correlation -.239** .022

Sig. (2-tailed) .000 .706

N 300 300

Necessity Pearson Correlation 1 .108

Sig. (2-tailed) .061

N 300 300

Consumer Buying Pearson Correlation .108 1

Behaviour
Sig. (2-tailed) .061

N 300 300

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Regression Analysis:
Taking consumer buying behavior as the dependent variable, and the other variables
(stimulation, necessity, brand recall, dominance pleasure ) as independents, a backward
regression analysis was performed. The ANOVA output for the final model was used to measure
coefficients and variables.
 Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 Brand Recalla . Enter

a. All requested variables entered.

b. Dependent Variable: Consumer Buying

Behaviour

Model Summary

Adjusted R Std. Error of

Model R R Square Square the Estimate

1 .057a .003 .000 .36758

a. Predictors: (Constant), Brand Recall

ANOVAb

Sum of
Model Squares df Mean Square F Sig.

1 Regression .130 1 .130 .963 .327a

Residual 40.265 298 .135

Total 40.395 299

a. Predictors: (Constant), Brand Recall

b. Dependent Variable: Consumer Buying Behaviour

 Coefficientsa

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.926 .075 25.709 .000

Brand Recall .030 .030 .057 .981 .327

a. Dependent Variable: Consumer Buying Behaviour

Regression

Variables Entered/Removedb

Variables Variables
Model Entered Removed Method

1 Stimulation . Enter

a. All requested variables entered.

b. Dependent Variable: Consumer Buying

Behaviour

Model Summary

Adjusted R Std. Error of

Model R R Square Square the Estimate
1 .095a .009 .006 .36653

a. Predictors: (Constant), Stimulation

ANOVAb

Sum of
Model Squares df Mean Square F Sig.

1 Regression .362 1 .362 2.692 .102a

Residual 40.034 298 .134

Total 40.395 299

a. Predictors: (Constant), Stimulation

b. Dependent Variable: Consumer Buying Behaviour

Coefficients

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.875 .076 24.530 .000

Stimulation .060 .037 .095 1.641 .102

a. Dependent Variable: Consumer Buying Behaviour

R
Regression

Variables Entered/Removed

Variables Variables
Model Entered Removed Method

1 Pleasure . Enter

a. All requested variables entered.

b. Dependent Variable: Consumer Buying

Behaviour

Model Summary

Adjusted R Std. Error of

Model R R Square Square the Estimate

1 .063a .004 .001 .36746

a. Predictors: (Constant), Pleasure

 ANOVAb

Sum of
Model Squares df Mean Square F Sig.

1 Regression .158 1 .158 1.170 .280a

Residual 40.237 298 .135

Total 40.395 299

a. Predictors: (Constant), Pleasure

b. Dependent Variable: Consumer Buying Behaviour

Coefficients

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.933 .062 31.121 .000

Pleasure .033 .030 .063 1.082 .280

a. Dependent Variable: Consumer Buying Behaviour

Regression
 Variables Entered/Removed

Variables Variables
Model Entered Removed Method

1 Dominance . Enter

a. All requested variables entered.

b. Dependent Variable: Consumer Buying

Behaviour

Model Summary

Adjusted R Std. Error of

Model R R Square Square the Estimate

1 .022a .000 -.003 .36809

a. Predictors: (Constant), Dominance

ANOVAb

Sum of
Model Squares df Mean Square F Sig.

1 Regression .019 1 .019 .143 .706a

Residual 40.376 298 .135

Total 40.395 299

a. Predictors: (Constant), Dominance

b. Dependent Variable: Consumer Buying Behaviour

 Coefficients

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.963 .089 22.126 .000

Dominance .017 .046 .022 .378 .706

a. Dependent Variable: Consumer Buying Behaviour

Regression

Variables Entered/Removed

Variables Variables
Model Entered Removed Method

1 Necessity . Enter

a. All requested variables entered.

b. Dependent Variable: Consumer Buying

Behaviour
 Model Summary

Adjusted R Std. Error of

Model R R Square Square the Estimate

1 .108a .012 .008 .36601

a. Predictors: (Constant), Necessity

ANOVAb

Sum of
Model Squares df Mean Square F Sig.

1 Regression .474 1 .474 3.537 .061a

Residual 39.921 298 .134

Total 40.395 299

a. Predictors: (Constant), Necessity

b. Dependent Variable: Consumer Buying Behaviour

Coefficients

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.864 .073 25.371 .000

Necessity .079 .042 .108 1.881 .061

a. Dependent Variable: Consumer Buying Behaviour

 CHAPTER:05
Findings and Results:
It is clear from the discussion above that social media may be used as a tool for marketing
strategy and techniques. Social media makes it very simple for businesses to identify and connect
with consumers. dominance, brand recall, and stimulation advertising can influence customers'
purchasing decisions. Individual feedback has highlighted how easy it is for consumers to access
customer reviews and word-of-mouth, especially with social media. In other words, social media
marketing is more about producing high-quality, pertinent material for the target audience.
Additionally, we've discovered that a unique type of advertisement stimulates consumers to
develop a habit of buying things right away.

Conclusion:
The major objectives of the current study were to identify the phases of the consumer buying
decision-making process affected by social media and to research the numerous social media
variables that affected consumer buying decisions. They benefited from social media by using it
to look up product information and make it possible to acquire pertinent information in a wide
variety. Advertisement helps them in their choice of brand and switch between different brands.
It also assists them in decision-making and enables them to try new and better things. This
proves my H1 B. advertisement makers need to take think about morals in light of the fact that
from this study the individual is not prepared to acknowledge the nature of the product shown in
the advertisement. In a nutshell, the thesis has brought the positive aspect of advertising into the
limelight and has a significant impact on consumers buying behavior.

Recommendations:
The purpose of the study report was to determine the driving forces behind national digital
transformation and the impact of social media on customers' purchasing decisions. Brands must
establish their influence more and work to make their products go viral on social media.
Customers may interact with brands more frequently, and brands can gain more customer
insights, reviews, and feedback to help them feel like a part of the brand. Businesses can use
social media more regularly to promote their brands and attract customers' attention.

References:
j Patel& Dr Rajendra Jain(2010)The Impact of TV Advertising on Youth Buying Behavior,
pioneer journal.in