Impact of social media conversations on consumer's online purchase intention

The objective of this paper is to explain how social media has impacted the consumer decision process as heavy use of social media has created a new landscape which lays out a new avenue for personal connections. The paper also explores how individuals are seeking information on social media and how they are processing and selecting the information before making the final purchase. The empirical data for the study has been gathered using a structured questionnaire. The descriptive statistics were performed for the select parameters of the survey instrument. The findings confirm that there is significant variance between age, income, occupation, and gender with online purchase intention of consumers. Also, the results confirm that social conversation is a significant predictor of online purchase intentions. The research findings suggest that consumers in India are actively utilising social media platforms as a key tool in validating their purchase decision. The research also explains various indicators that can be utilised by potential companies to analyse the decision-making process via social media sites.