Title: The influence of social media advertising on Indian students' perception towards online purchase

Authors: Vaibhav Misra; Anubha Vashisht

Addresses: Symbiosis Centre for Management Studies, Symbiosis International (Deemed University), Noida, Pune, India ' Symbiosis Centre for Management Studies, Symbiosis International (Deemed University), Noida, Pune, India; Sharda University, Noida, India

Abstract: The purpose of this study was to understand the perception of students in social media advertising. The study was conducted on 126 respondents from the institutional area of Noida. The analysis was conducted using Spearman's correlation and K-independent samples test. It was found that there is a significant influence on social media advertising on students to purchase online. Further, it was also found that information, privacy, credibility, electronic word of mouth, and trust were the important factors of social media advertising that motivates students to purchase online. Practical applicability and managerial implications were discussed.

Keywords: online shopping; social media; advertising; EWOM; privacy; information; credibility; trust; online purchase; social media factors; student perception; electronic word of mouth; EWOM.

DOI: 10.1504/IJBG.2024.142243

International Journal of Business and Globalisation, 2024 Vol.38 No.3, pp.315 - 325

Received: 09 Apr 2020
Accepted: 19 Oct 2020
Published online: 16 Oct 2024 *

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