Investigating the Factors Influencing Customer Purchase Decisions Driven by Social Media -The Study of Punjab

Abstract

This study looks at the effect of social media on internet shopping choices in Punjab, India, breaking down information from 500 respondents across five significant urban areas. Utilizing Levene's Test and MANOVA investigation, the examination uncovers huge relationships between online entertainment commitment and buying conduct. Findings demonstrate that item audits (73%), direct brand correspondence (75%), and special substance (75%) unequivocally impact buyer choices. Segment factors, especially pay levels and age gatherings, show eminent varieties in virtual entertainment driven buying designs.