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Social Media Advertisements and Buying Behaviour: A Study of Indian Working Women

Author

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  • Yuvika Gupta

    (IMS Unison University, India)

  • Samik Shome

    (Institute of Management, Nirma University, India)

Abstract

Advertising patterns are making significant shifts towards social media from their traditional format. Social media has become a norm for the majority of companies due to progressive change in the mindset of consumers. In the current scenario, working women play an important role in the purchase decision of the family. Moreover, some studies revealed that in some cases working women solely make product purchases. According to the Pew Research, women (73%) lead over men (65%) in the use of social media. The purpose of this study is to identify the factors that are influencing the working women purchase behaviour. The paper witnessed that demographic variables such as age and income of working women do play a significant role in online purchase. The key contribution of this paper is to provide the corporate houses an assessment of the extent to which the working women in India are influenced by social media in their online buying behaviour.

Suggested Citation

  • Yuvika Gupta & Samik Shome, 2020. "Social Media Advertisements and Buying Behaviour: A Study of Indian Working Women," International Journal of Online Marketing (IJOM), IGI Global, vol. 10(3), pages 48-61, July.
    • Handle: RePEc:igg:jom000:v:10:y:2020:i:3:p:48-61
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