IMPACT OF SOCIAL MEDIA ON ONLINE SHOPPING
BEHAVIOUR OF CONSUMERS
(A STUDY IN BIRENDRANAGAR MUNICIPALITY, SURKHET)
Submitted by
Durga Sharma
Exam Roll No.:
M.U. Regd. No.:
Submitted To
Faculty of Management
Graduate School of Management
Mid-West University
December, 2024
Background
A consumer is a person who purchases goods and services for
personal use. The consumer is the one who pays something to
consume products (Olenski 2012).
Consumer behaviour is the study of how individual customers,
groups or organizations select, buy, use, and dispose ideas, goods,
and services to satisfy their needs and wants. It refers to the actions
of the consumers in the marketplace and the underlying motives for
those actions (Nelson-Field et al., 2012).
This study examined how social media factors affect consumer
purchasing decisions. Key variables include influencer
recommendations, user reviews, social proof, brand interaction, and
promotional offers. Influencers build confidence, reviews ensure
reliability, social proof boosts willingness to buy, brand engagement
fosters trust, and promotions encourage purchases, highlighting
social media's influence on consumer behavior.
Scope of the Study
This research focuses on understanding how social
media influences consumer decision-making, offering
fresh insights from a consumer perspective. Unlike
studies targeting businesses, this study aims to help
consumers identify the reasons social media alters
their choices. Focusing on Birendranagar, Surkhet, it
explores consumer behavior in sectors like retail and
online marketing.
Objectives of the Study
The main objective of the study is to find out the impact of
social media marketing on consumer buying behaviour in
Birendranagar municipality, Surkhet. The general objectives
of the study are as follows:
1. To find out the impact of influencer recommendations of social
media marketing on consumer buying behaviour.
2. To analyze the impact of user reviews and rating s of social
media marketing on consumer buying behaviour.
3. To examine the impact of social proof of social media marketing
on consumer buying behaviour.
4. To assess the impact of brand interaction of social media
marketing on consumer buying behaviour.
5. To find out the impact of promotional offer of social media
marketing on consumer buying behaviour.
Research Questions
This study has tried to find the answers of the following
research questions:
• What is the impact of influencer recommendations of
social media marketing on consumer buying
behaviour?
• Is there impact of user reviews and rating s of social
media marketing on consumer buying behaviour?
• Does social proof of social media marketing affect on
consumer buying behaviour?
• What is the impact of brand interaction of social
media marketing on consumer buying behaviour?
• Is there any impact of promotional offer of social
media marketing on consumer buying behaviour?
Conceptual Framework of the Study
Independent Variables
- Transportation facilities
- Cleanliness Dependent Variable
Tourism in Kakrebihar
- Security
- Local culture and
hospitality
Limitations of the Study
• This study was limited to only the consumers of different
products who purchase through social media. Thus, the result
may not be applicable to other groups of customers.
• The respondents were limited upto 60 only.
• The data are collected from the consumers of different products
in Birendranagar Municipality, Surkhet who purchase through
social media.
• The study was based on the primary data which were collected
from the consumers of different products who purchase
different products through social media.
• The study is based on primary data only.
• Convenience sampling method was used to select the sample.
Research Methodology
Research Design
In this study, descriptive type of research design was formulated in
order to find out the impacts of social media on online shopping
behaviour of consumers.
Population of the Study
The target population of this study was all the consumers of online
shopping in Birendranagar municipality, Surkhet.
Sampling Design and Sample Size
In this study, convenience sampling method was used to select the
sample. The information was collected from 60 consumers of online
shopping in Birendranagar municipality, Surkhet.
Tools of Data Collection
This research used self-design questionnaires for the data collection.
Findings
• The study found that 78.33 percent of the respondents agreed that "I
am more likely to purchase products recommended by social media
influencers."
• The study found that 63.33 percent of the respondents agreed that "I
trust user ratings to guide my online shopping decisions."
• In this study, 61.66 percent of the respondents agreed that "Seeing
others buy a product on social media makes me more confident in
purchasing it."
• The study found that 71.67 percent of the respondents agreed that "I
prefer buying from brands that respond to customer questions on
social media."
• The study found that 66.67 percent of the respondents agreed that
"Social media discounts motivate me to buy products online."
Conclusion
The study concludes that social media has become an
integral part of the online shopping experience, significantly
shaping consumer decisions. The influence of influencers,
user reviews, social proof, brand engagement, and
promotional offers all contribute to the increasing reliance
on social media for online shopping. Brands and businesses
in Birendranagar Municipality, Surkhet, can benefit from
leveraging these factors to enhance their online presence and
engage effectively with consumers, ultimately boosting their
sales and customer loyalty.
Recommendations
• It is suggested to the concerned authorities of online retailers and brands that they
should consider collaborating with social media influencers to boost product
recommendations and increase sales.
• Therefore, it is suggested to the concerned authorities of e-commerce platforms
that they should ensure the credibility and authenticity of user ratings to enhance
customer trust and improve purchasing decisions.
• It is recommended that brands and retailers should leverage social proof on their
social media platforms by showcasing customer purchases and testimonials to
inspire confidence among potential buyers.
• It is suggested to the concerned authorities of brands and businesses that they
should actively engage with customers on social media by responding promptly
to queries to enhance customer satisfaction and loyalty.
• It is recommended to the concerned authorities of online stores that they should
offer regular social media-based promotions and discounts to attract and
incentivize customers to make online purchases.
References
Nelson-Field, K., Riebe, E., & Byron, S. (2012). What's
not to "Like?" Can a Facebook fan base give a
brand the advertising reach it needs? Journal of
Advertising Research, 52(8), 262-269.
Olenski, S. (2012). Are brands wielding more influence
in social media than we thought?
