RAMIFICATION OF ONLINE ADVERTISEMENTS& HEDONIC VALUE VIA SOCIAL MEDIA PLATFORM ON IMPULSE BUYING FOR INDIAN STREET FOOD

Abstract

This study investigated about how online advertising via social media & hedonic value impact the impulse buying especially for Indian street food. Current study is focused on college students to see how impulse buying takes place for Indian street food when online advertising via social media is being done. The current study is based on the sample of 460 responses from people of Gandhinagar &Ahmadabad, Gujarat. To investigate the mentioned aim data has been analysed through variance based SEM approach. The result shows that there is a positive & significant impact of online advertisements on impulse buying among people for street food. The major contribution through current research is to highlight how new market for Indian street food has been emerged. It has gained a popularity & position as separate food junction at low prices with due thanks to social media. They are reaching at every corner & creating hedonic motivation among food lovers & taking them up-to the buying level. Current study has realistic implications which show the growing value for marketing via social media. This study will help in understanding & promoting even a small food vending outlet across the different geographical locations. This opens up new wings to marketing strategies in targeting new customers.