Influence of Social Media Characteristics on Purchase Decision: An Empirical Study of Indian Customers in Uttar Pradesh Region – Beenoo Singh , Ashutosh Mishra
Abstract
The study aims to examine the influence of social media characteristics on the consumer’s purchase decision-making process and whether this influence differs in the different phases of this process. For this study, the method of quantitative research is used. Baseline data was collected from social media users via a structured questionnaire on an appropriate sample of 200 individuals in the Uttar Pradesh region of India. The study found that the impact of social media characteristics varied at different stages of the consumer’s purchase decision-making process. The study also revealed implications for marketers who can harness the power of social media.
Keywords: Consumer behavior, marketing, social media, and decision-making