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The Digital Pulse: Investigating the Influence of Social Media and Online Communities on Consumer Purchasing Behaviour
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Author(s): Sujith T. S. (Amrita Vishwa Vidyapeetham, Kochi, India)and Aju R. S. (Amrita Vishwa Vidyapeetham, India)
Copyright: 2025
Pages: 22
Source title:
Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch012
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Abstract
Social media has become an integral part of global communication, allowing individuals to connect with others and organizations. These platforms enable extensive interaction between users, influencing both social relationships and consumer behaviour. Social media serves as a space for individuals to share opinions, seek recommendations, and make purchasing decisions. This study investigates the impact of social media and online communities on consumer purchasing behaviour. The research, conducted in central Kerala with a sample size of 300 respondents, employs a purposive sampling method for collecting primary data. The study identifies three key factors driving customer engagement such as participation, interaction, and involvement, and each significantly influencing online consumer behaviour. Regression analysis reveals that customer engagement strongly impacts product awareness, which, in turn, affects purchase intention. The results highlight the importance of social media marketing strategies in enhancing customer engagement and driving purchase decisions.
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