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Social media has begun as an Internet-based platform which is extremely dynamic and vibrant. It has proved to be an extremely useful platform where one person can communicate with hundreds or thousands of other people. It is one of the most recent and successful technological innovations offer a wide range of benefits (21st Century Technologies. (1998)). It has been the main ground for selecting the topic of Social media for the research purpose. Also much research has not been done on what factors influence consumers while they purchase from social media in the Indian context and their impact on purchase intention; therefore Social Media has been selected as the topic for research.
According to Brien, C.O. (2011). Social Media refers to a collection of social technologies which have enabled a revolution in user generated content, global community and publishing of consumer opinion. It can also be defined as a group of Internet-based applications that is built on ideological and technological foundations of Web 2.0 and that allow the creation and exchange of User Generated Content (Kaplan, A. M. and Haenlein, M. (2010)).
According to Social Media Marketing Tips (2018) In India, there are over 462 Million internet users and 200 Million are active social media users. In 2016, 24.33% of Indian Population accessed Internet via Mobile phone and the trend is predicted to grow at 37.36% by 2021. India is second largest online market behind China. Internet usage is male dominated in India with 71 percent to 29 percent female. Google+ is 2nd most used in India with 82% accounts after Indonesia with 83% account. Activities on Social Networking sites are high between 6 PM to 10 PM. Mumbai and New Delhi accounts highest traffic to social media sites. Over 60% of active social network users are college going students.
E-commerce in India is said to be the largest and most profitable for a new business start-up. India’s Digital advertising market has grown at 33% annually between 2010 and 2016. E-Commerce in India is currently at 2 Lakh Crores and is predicted to grow 5 Lakh Crores in 2017. 77% of online users buy products exclusively on Social Media. 43.8% of Indian Internet Users has purchased at least one product online and by 2019 it is expected to grow by 64.4%. 59% users shop on tablets, 69% shop on Mobile devices, and 38% shop on weekly basis.50% of shoppers buy products online based on recommendation through social media networks and 74% of customers rely on social media for making their purchase decisions the sale of physical goods via digital channels in India amounted to 16.8 Billion U.S dollars in revenues Jain, S. (2016).
In order to understand the various factors influence online purchase through social media; TAM model has been reviewed and found three major factors which influence broadly the buying through social media such as perceived usefulness, perceived value and perceived security and their influence on purchase intention has been found out.
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