Influence Of Social Media Marketing On Buying Behaviour In Chennai City

Abstract

Cosmetic products market is one of the large markets in India. Especially, cities like Chennai the market size of cosmetic products is larger than other cities or towns. Marketers of cosmetic products want to enhance their market share through using various marketing strategies. In recent years, growth of social media has been robust. Hence the marketers use social media marketing for marketing their products. In this context, the researcher studied how far social media marketing helped the purchase behaviour of cosmetic products in Chennai city. The sample size of the study is 660 female college students who consumed cosmetic products selected using simple random sampling method. The researcher collected primary data through questionnaire. The researcher applied the statistical tools of percentage analysis, mean, standard deviation, coefficient of variation, Factor Analysis and Correlation analysis for analyzing the data. The study found that social media marketing had high level of influence on buying behaviour towards cosmetic products in the dimension of “Inducing to go for Shop”, followed by, “Instigating to Search Information”, “Creating Interest on New Products/Brands”, “Pulling for Financial Plan” and “Increasing Purchase Intention”. Usage pattern of social media by the respondents, experience of the respondents in using social media and quality of social media marketing had significant positive relationship with influence of social media marketing on purchase behaviour towards cosmetic products.