The Role of social media On Impulse Buying Behaviour of Customers in Kottarakara Taluk Kerala.

Abstract

This study looks into how social media affects customer impulse purchasing decisions. This study's main goal is to discover how social media influences customer impulse purchasing decisions. Consumers can use social media to adapt to new situations. Increasing online shopping has been helped by Facebook, Twitter, and Instagram. We want to determine which consumers are most impacted by online mobile purchases made through social media in kottaraka taluk, Kerala. An online purchase is made using primary research methodologies and a questionnaire. That is why the study seeks to understand how social media influences consumer decision-making. Advertisers and academics alike might benefit from studying internet shoppers' purchasing habits, particularly their impulse purchases. To comprehend the aspects influencing customers' online purchases, this paper will look at the components driving online shopping.  For this study Frequency analysis, ANOVA, Cross tabulation, Chi-square test, Cluster Analysis tools were used.