Abstract

In the past few centuries, social media usage increased among the public due to advancements in information technology. Social media advertisements provoked the interest, leading to “impulsive temptations” to buy the product. So, the present research attempts to find the influence of social media in impulsive consumer buying behaviour. The researcher carried out the descriptive study using convenience sampling with a sample size of 136. The sample unit for the study are the general public using social media. Sample area for the study is Chennai city. The research instrument used for the study is structured questionnaire, the required primary data for the study collected through this structured questionnaire and secondary data for the study are collected from the books, journals and from websites. The researcher has conducted a pilot study by collecting 20 samples based on the results of the questionnaire for final data collection. The data collected for the study are analysed with percentage analysis and statistical tools like anova, chi-square test and t-test are also used to test the hypothesis. The study finds reveals that majority of respondents 57% using the social media are male, between the age group of twenty to twenty eight years of age and 68% of the respondents spends daily 2 to 3 hrs in social media, more than 91% of the respondents using Instagram and WhatsApp as a preferred social media. offer is the most important attribute which stimulates impulsive buying behaviour among the consumersAccording to the findings, social marketing has an important influence in customer purchasing behaviour, and digital marketing will soon become the backbone of any organisation.

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