The Influence of Social Media Marketing on Impulsive Buying Behaviour of Consumers in Kerala

Abstract

In the present era, social media has become an integral aspect of individuals' lives. Platforms like Facebook, Twitter, Instagram, and LinkedIn boast a significant user base that continues to expand with each passing day. Over the recent years, there has been a rise in curiosity surrounding impulsive purchasing tendencies. This surge in interest has sparked the attention of both organizations and researchers, driving them to delve into the psychological motivations that underlie this behaviour. The primary aim of this research was to examine how social media influences the impulsive buying behaviour of customers in the Kerala. Additionally, the study aimed to analyse the key factors that contribute to impulsive buying behaviour among customers. The research approach adopted was both explanatory and descriptive in nature. Regression Analysis was employed to establish connections between variables such as Hedonic Motivation, Trust, website quality and variety seeking and Impulsive Buying Behaviour. The findings indicated a positive and noteworthy correlation between Social Media and customers' impulsive buying behaviour. This highlights the significance of social media for online retailers and marketers in fostering impulsive buying behaviour among consumers.