Abstract
Abstract: Social networking services are currently capturing the interest of academics and business professionals who are drawn to its popularity and features. There is discussion on the latest social media marketing trends and their impact on college students. The study focuses on the purchasing habits of students, irrespective of gender. Additionally, the study aims to comprehend how respondents' networking behaviour is affected by social media promotion and their preferences towards different networking sites. Questionnaires were distributed among students. The study revealed that students use social media marketing impartially regularly between genders. Furthermore, social media marketing has a strong impact on consumer behaviour. It was also found that gender does not show any substantial differences in monthly spending on social media marketing.
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