International Journal of Innovative Technology and Exploring Engineering (IJITEE)

ISSN: 2278-3075, Volume-9 Issue-1, November 2019

Effectiveness of Social Media Marketing on

Customer Purchase Intention
Shaik Abdul Mazeed, Ravi Prakash Kodumagulla

Abstract: Social media marketing has become an inseparable The two important and key factors behind this revolution
part of human life. It allows customers and prospects to are information and technology. It has distinct features
communicate directly about various products/services with their like, a huge amount of data can be stored virtually with
friends. This is just a replacement of word of mouth, which place zero cost, ease of use and access and no technical
a vital role and cheapest way of promoting product in traditional
qualifications are required to operate social media sites.
marketing. The other important and unique feature of social
media marketing is immediacy, which allows the customers to Social media especially provide a platform to connect with
approach directly with the business people. Indeed it is helpful to n number of people. The aim of this research paper is to
both business people and customers as they can get the solutions find out the impact social media marketing on customer
with in no time unless it is a big damage. With the process, buying process.
business people can maintain a sound relationship with the
customers very easily as they are responding to their queries II. LITERATURE REVIEW
instantly. It is nothing but customer relationship management. It
is another pivotal element in marketing. All these features will Mangold & Faulds (2009): This study reveals that social
influence the customers a lot in making their purchase or buying media will influence the customers significantly right from
decisions. Customer behavior is the study of when, why, how, information acquisition to after sales behavior such as
and where people do or do not buy product. It blends elements positive and negative word of mouths in expressing their
from psychology, sociology, social anthropology and economics. perceived experiences.
It attempts to understand the buyer decision making process,
Mersey, Malthouse, & Calder (2010): Social media
both individually and in groups. The customer purchase
intention is an evergreen marketing concept despite ample marketing gives an opportunity for business people to
research has been done on the topic over last few decades. It interact with their present and future customers, establishes
would be an exaggeration, if we say without covering this an instant relationship with them and in building loyalty.
concept no marketing text book will complete, that’s the Hanna, Rohm, & Crittenden (2011): The single and
significance of this particular concept. One cannot imagine a exceptional feature of social media is its huge popularity
marketing book without finding a concept of customer purchase and user friendliness which helps the companies in
intention. Usually a customer purchase intention will be promoting products very cheaply.
influenced by a set of internal and external factors like social, M. Nick Hajli (2013): In this study the author focuses on
economical or financial, cultural, demographic, psychological
reviews and its trust via social media. He emphasized on
and of course personal factors. In this day and age, online
marketing, social media marketing, digital marketing are buzz the significance of social media interaction and its
words and strongly influencing the customer behavior and in contribution to the growth of business.
making purchase decisions subsequently. Ivona Stoica, Elisabeta (2014): The study reveals that,
customers will not pay much attention towards reviews as
Keywords: Social Media marketing, customer purchase they read them in haste. Indeed they are much attracted
intention, Purchase decisions, Word of mouth with the features of the product/service displayed in
advertising. This study also reveals that people who are
I. INTRODUCTION buying goods online are mostly in between the age of 25-
The way we do shopping has been changed. Even the way 30. In his research work he found that customers bank on
of doing business is also taking new dimensions to reach reviews only if they are not sure about the product which
the targeted customers conveniently. they are purchasing.
Customers have changed their mind sets and they are no Ghulam Rasool Madni (2014): This study reveals that
longer interested in buying products/services through social media plays an important role when customers want
stores and/or physical markets. The trend is changed; they to buy or purchase the products through online. However
just click on a brand image and purchase the product in a social media is not only the factor which influences them
simplest way through online mode. for final purchase there are other factors also, but by
In a nut shell, it can be concluded that social media continuous exchange of information, companies can built a
marketing has changed the shape of the business and it has strong rapport with customers.
become indispensible part of marketing. Social media has
modernized; in fact, It has transformed the way businesses III. NEED FOR THE STUDY
are done. The aim of the study is to conduct a survey in online mode
regarding the factors, which influence the customer
purchase intention to buy the products and also to know
Revised Manuscript Received on November 05, 2019. the satisfaction level among existing customers.
Shaik Abdul Mazeed, Research Scholar (Part-Time), Yogi
Vemana University, YSR Kadapa-516005, Andhra Pradesh
Dr. Ravi Prakash Kodumagulla, Professor of Marketing, Vishwa
Vishwani School of Business, Hyderabad-500078, Telanagana.

Retrieval Number: A4402119119/2019©BEIESP Published By:

DOI: 10.35940/ijitee.A4402.119119 Blue Eyes Intelligence Engineering
2107 & Sciences Publication
 Effectiveness of Social Media Marketing on Customer Purchase Intention

In addition to that knowing the source of information and e-Word of mouth 19 19%
purchase intention patterns of customers, which leads them
to arrive at a particular purchase decision. Total 100 100%

Interpretation: From the above table is very clear that

IV. OBJECTIVES OF THE STUDY
customers will prefer social media is the best source,
The preliminary objective of this research paper is to study followed by e-word of mouth, hoardings, Print media or
the impact of social media on customer purchase intention. news papers, advertisements and the reaming factors are
In addition to prime objective, it also analyzes electronic nominal.
word of mouth patterns and its creditability on customer Table-2: Preference of various
purchase decisions. Attributes by customers
No. of % of
Attributes
V. RESEARCH DESIGN respondents respondents
Price 61 61%
Research design specifies the methods for collecting and
Design and
analyzing the data 26 26%
Model
The research design gives the following: -
1. How the data is being collected Comfort
2. Which instrument is used to obtain the data and 13 13%
3. What the size of the sample would be. maintenance
In order to understand the impact of social media on Total 100 100%
customer buying behavior, a random sample of 100 Interpretation: The above table interprets that 61% of
customers is selected from social media sites. A respondents have opined that they see price first before
questionnaire was administered to know the level of arriving at purchase decision followed by 26% about design
awareness among the customers about social media and model and 13% about comfort and maintenance
marketing and its impact to arrive at a particular purchase
decision. Table-3: Impact of various social media sites on
Customer purchase intention
VI. SOURCE OF DATA  Tools of Level of agreeability
Social
There are two types of data collection methods i.e. Primary Excelle Very Total
Media Fair Poor
data collection method and Secondary data collection Marketing nt good
method.  Face book 39 14 2 0 55
Method of gathering primary data
Two types of methods of gathering primary information  YouTube 18 4 2 1 25
were used namely the survey method and the personal  Twitter 8 1 1 5 15
interview method.
A. Survey Method  Linked-in 1 0 2 2 5
A survey consists of gathering data by interviewing people. Total 66 19 7 8 100
The advantage of a survey is that information is firsthand.
Infant, it may be the only way to determine the opinions. Table-4: Test Result
The researcher in person did survey interview. Degrees
Level of
B. Personal Interview Calculated Table of
Significance
Personal interviews are more flexible than any other type of Value Value Freedom
(LOS)
interview because the researcher can probe more deeply if (DOF)
an answer is incomplete. 16.91 12.12 9 0.05

VII. DATA ANALYSIS Null Hypothesis (Ho): The two attributes viz. levels of
agreeability and types of social media are independent. It
The data collected is modified and tabulated and the
means that all the respondents have the same level of
information is represented into table. Simple statistical tools
agreeability on customer buying behavior.
like Mean, Percentages, Averages, Graphical tools and Chi-
Alternative Hypothesis (Ha): The two attributes viz.
square Tests are used.
levels of agreeability and types of social media are
dependent. It means that all the respondents do not have
Table-1: Factors that influence the same level of agreeability on customer buying
Customer purchase intention behavior. Therefore it differs.
No. of
Factors
respondents
% of respondents Analysis: Chi-square (χ2) table value is 12.12 and Chi-
Print media/ square (χ2) calculated value is 16.91. As Chi-square
6 6%
newspapers calculated value is lesser than Chi-square table value,
Internet/social reject null hypothesis and accept alternative hypothesis. It
61 61%
media
means that respondents do not have the same agreeability
Advertisement 5 5% on impact of various social media sites.
Hoardings 9 9%

Retrieval Number: A4402119119/2019©BEIESP Published By:

DOI: 10.35940/ijitee.A4402.119119 Blue Eyes Intelligence Engineering
2108 & Sciences Publication
 International Journal of Innovative Technology and Exploring Engineering (IJITEE)
ISSN: 2278-3075, Volume-9 Issue-1, November 2019

VIII. RESULTS REFERENCES

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AUTHOR (S) PROFILE
many which helps them with processed data. Even the
marketers can also keep an eye on customer reviews,
opinions, feedback, their perceived experiences etc which in Shaik Abdul Mazeed, Research Scholar (Part-
Time), Yogi Vemana University, YSR Kadapa-
turn helps them to modify the changes in the coming 516005
products. Most of the customers are seeing price, design and Assistant Professor, Dr. B R Ambedkar Institute
model, comfort and maintenance while purchasing the of Management and Technology,
products. Therefore a company must focus on the following Baghlingampally, Hyderabad-500044,
Telangana.
parameters or areas to attract the customers or to win the e-mail ID: [email protected], Contact No.: +91-7842819899
choice of the customers.
Dr. Ravi prakash kodumagulla, Professor of
X. LIMITATIONS OF THE STUDY Marketing Vishwa Vishwani School of Business,
Hyderabad-500078, Telangana.
1. The research was conducted within the limited time e-mail ID: [email protected], Contact No.:
+91-9246372715
period. As time changes, the preference levels of
customers can also be changed. Therefore the
suggestions are time bounded and are not universal.
2. While filling the information or telling the customers
could not provide accurate information because their
personal limitations.
3. Some of the customers were not interested to answer
the questionnaire.
4. The research is not 100% accurate because some
customers were not revealing the correct information
due to their low confidence level.

Retrieval Number: A4402119119/2019©BEIESP Published By:

DOI: 10.35940/ijitee.A4402.119119 Blue Eyes Intelligence Engineering
2109 & Sciences Publication