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Impact of Social Media Marketing on Online Impulse

Buying Behaviour

Article · July 2018

DOI: 10.29070/15/57560

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 Journal of Advances and Scholarly Researches in Allied Education
Vol. XV, Issue No. 5, July-2018, ISSN 2230-7540

Impact of Social Media Marketing on Online

Impulse Buying Behaviour

Manoj Bansal1* Dr. Satinder Kumar2

1
Assistant Professor, Chaudhary Devi Lal University, Sirsa
2
Assistant Professor, School of Management Studies, Punjabi University, Patiala

Abstract – Impulse purchase or motivation buy is a simply buy, where the choice to purchase an item is
made only a moment before the genuine buy is done and it isn't pre-arranged. Online retailers are in an
exceptional position since they can get to a client whenever through content, email, shows promotions,
and web-based social networking. Web based life is one primary factor in all by which a retailer have in
position to impact the clients and raising the motivation purchasing. Technology enables customer to
explore items to name them and reprimand them in level with measure, and the sky is the limit from
there. Subsequently numerous organizations today have pages on interpersonal organizations to
supplement the data held about items, held by the input of buyers about items and have a tendency to
relate more to an organization in the wake of perusing different surveys. The objective of paper is
related to the role of social media marketing factors and their impact on Impulse buying behavior.
Consumer behavior, therefore it has been made a quantitative research and on the other side
regression is used as a tool because impact has checked on one factor because of other. One way
ANOVA also used to check the mean differences. The sample counted 112 respondents and from the
statistical perspective, the conclusions were established in terms of the univariate and bivariate
analysis. Following the analysis of the research variables we can make a consumer profile that uses
social networks. Likewise, after doing the complex statistical analysis using tools and the analysis
offered by the online platform the host of structured questionnaire. In findings it is clear that social
media marketing factors impact on impulse buying directly now days. Unplanned purchase increases
due to social media marketing and up to 40 percent extra expenses increases due to the social media
factors.

-----------------------------------X----------------------------------

IMPULSE BUYING predominant in the scholarly world, online life

showcasing is winding up more mainstream for the
A drive buy or motivation purchasing is an unprepared two specialists and analysts. The term web-based
choice to purchase an item or administration, made social networking is generally used to depict long
just before a buy is called impulse buying. One who range informal communication locales, for example,
tends to make such buys is alluded to as a drive buyer Face book, Instagram, Twitter, Snapchat, you tube
or motivation purchaser. Despite the fact that and so on.
motivation purchasing conduct has captivated
specialists since the twentieth century, there is no SOCIAL MEDIA MARKETING AND IMPULSE
genuine assent on the idea. BUYING

SOCIAL MEDIA MARKETING Online retailers are in an exceptional position since

they can get to a client whenever through content,
Internet based life promoting is the utilization of web email, shows promotions, and web based life. Web
based life stages and sites to make simple an item or based life is one primary factor in all by which a
administration. Social media marketing (SMM) is a retailer have in position to impact the clients and
type of Internet advertising that uses person to person raising the drive purchasing. For spur of the
communication sites as a showcasing instrument or moment customer an overcome new retail world via
www.ignited.in

apparatus. The objective of SMM is to deliver content web-based networking media is accessible now
that clients will impart to their informal community to days. Study focuses to the viability of internet based
enable organization to build mark attention and widen life promoting as an instrument for motivation
client reach. In spite of the fact that the terms e- purchasing conduct. Online networking apparatuses
advertising and computerized promoting are as yet like Facebook, Twitter, Instagram keeps on

Manoj Bansal1* Dr. Satinder Kumar2

136
 Impact of Social Media Marketing on Online Impulse Buying Behaviour

hovering as the organization keeps on expanding on idea that joins five perspectives diversion,
promoting achievement of key focused on notices. communication, popularity, customization, and
informal. In the outcomes, contemplate presumes that
Social media marketing Factors Affecting the the impact on mark value is more on the extravagance
Online impulse buying behavior brands picture than on its mindfulness. Showcasing
endeavors via web-based networking media affect the
Hydonic Motivation: Hedonic motivation refers to the shopper inclination, readiness to pay an exceptional
influence of a person‘s pleasure and pain receptors on cost, and brand dedication.
their readiness to move towards a goal.
Ioanas and Stoica (2014), examined the effect of
Website quality: Website quality includes internet based life on shopper conduct with targets
appearance, Content, functionality, website usability level of certainty of purchaser in buying item on the
and search engine optimization. web, recognize the buyer profile, customer mentality,
classes of the item and so forth. The investigation
Trust and ethical values: Trust and ethical values found that brand advancement and relationship are
comprises the good and sheltered practices with the correlative and substitutable procedures towards
customers by companies. the holding between organization items and
shoppers inclinations utilizing internet based life.
Situational variables: Situational variable comprises
the conditions in which customer purchase the Barger A. Victor et al. (2016), analyzed that in
product. study titled ―Social media and consumer
engagement: a review and research agenda‖. The
Variety seeking Variety seeking means number of motivation behind this article is to proceed with this
variety available on the social media of a particular exchange by evaluating late writing on purchaser
product. commitment and proposing a structure for future
research. The paper audits the promoting writing via
web-based networking media, giving careful
consideration to purchaser arrangement.
Accordingly, there is five experience were
distinguished including brand, item, customer
substance and online life factors. Web based life as
a field of enquiry is becoming yet much is
compelling hotspot for making buyer commitment
and productive buyers.

Kuo-Lun Hsiao (2017), inspected the huge five

identity attributes, realism, and outer locus of
control affected habitual portable application use,
and looks at urgent utilization impacts techno push.
The outcomes demonstrate that neuroticism,
extraversion, realism, and outside locus of control
effect sly affect urgent utilization of portable social
applications. What's more, appropriateness,
realism, and outside locus of control altogether
REVIEW OF LITERATURE impact enthusiastic utilization of versatile diversion
applications.
Shahjehan Asad et al. (2012), investigated the impact
and effect of personality on buying behavior both on OBJECTIVES OF THE STUDY
impulsive and compulsive buying. In discoveries the
examination has recognized passionate (1) To study the customers perception towards
precariousness is main consideration and emphatically social media marketing factors and their
relationship found amongst indiscreet and enthusiastic influence on impulse buying behavior.
purchasing. Furthermore among the enormous five
identity qualities imprudent and impulsive both are HYPOTHESIS:
emphatically associated with passionate
precariousness. H1: There is no statistically significant difference
among Hydonic motivation regarding impulsive
www.ignited.in

Godey Bruno et al. (2016), Analyzed in the study buying behavior.

―Social media marketing efforts of luxury brands:
Influence on brand equity and consumer behavior‖.
The examination measures brands web-based social
networking advertising endeavors as a noteworthy

Manoj Bansal1* Dr. Satinder Kumar2

137
 Journal of Advances and Scholarly Researches in Allied Education
Vol. XV, Issue No. 5, July-2018, ISSN 2230-7540

H2: There is no statistically significant difference

among different website quality regarding impulsive
buying behavior

H3: There is no exists a statistically significant

relationship between trust and impulsive buying
behavior.

H4: There is no exists a statistically significant

relationship between situational variable and impulsive
buying behavior.

H5: There is no exists a statistically significant

relationship between variety seeking and impulsive
buying behavior.

RESEARCH METHODOLOGY

Research design: The present study would follow

exploratory cum descriptive research design.
Interpretation: A significant regression equation
Sampling techniques: Snowball cum judgmental was found (F(4,107) = 22.250, p < .000), with an R2
sampling method has been used.112 samples were of .674. Further the table shows the overall
taken to analyze the data. significance of the model. For this purpose the
Analysis of Variance (ANOVA) or F-Test approach
Data collection: For the purpose of present study is used. This shows that model is statistically fit and
primary data has been used. Data were collected with shows that approximately 45% of total variance is
the help of structured questionnaire. explained in the dependent variable impulsive
buying is explained by the four independent
Statistical Tool: Multiple regressions and one way variables.
ANOVA has been used to satisfy the hypothesis.
Sampling method: One way ANOVA has been
A multiple linear regression was calculated to predict used for analyzing the data.
impulsive buying based on Hedonic motivation website
quality, trust, situational variable and variety seeking.

Model Summary

www.ignited.in

Manoj Bansal1* Dr. Satinder Kumar2

138
 Impact of Social Media Marketing on Online Impulse Buying Behaviour

Interpretations: In finding 0.5 significance level is Hsiao, K.L. (2017). ―Compulsive mobile application
taken, p value which are comes less than the 0.5 usage and techno stress: The role of
reject the null hypothesis and showing that there is personality traits‖. Online Information Review,
relationship found in both the factors. On the other 41(2), pp. 272-295.
hand the p values come more than 0.5 showing that
there is no relationship found in both the factors. Piron, F. (1991). ―Defining impulse purchasing‖.
Advances in Consumer Research, 18, pp.
CONCLUSIONS: 509-514.

Five factors has been taken for checking the impact on Rader, C.S., Subhan, Z., Lanier, C.D., Brooksbank, R.,
the impulse buying like hedonic motivation, website Yankah, S. and Spears, K. (2014). ―Emerging
quality, trust, situational variable, variety seeking social media marketing strategy for
respectively. By hedonic motivation is found in social pharmaceuticals‖. International Journal of
media marketing then people are more likely to buy Pharmaceutical and Healthcare Marketing,
impulsively. Further website quality is good then 8(2), pp. 193-225
customer go to purchase the product., Trust also
attracts customer to purchase the product and Scott, J.A. and Rebecca, H. (2007). ―Factor
encourage them to buy without any pre planning. influencing impulse buying during an
Moreover as per the findings of the study situational impulsive purchase‖. Electronic Commerce,
variable and variety seeking also effect the customer 7, pp. 367-379.
to purchase impulsively. So Impulse buying is a
purchase which is done by a customer immediately or Shahjehan, A., Qureshi, J.A., Zeb, F. and Saifullah,
just, behind this some factors exists those are attract K. (2012). ―The effect of personality on
to a customer for impulse purchase. impulsive and compulsive buying
behaviors‖. African journal of business
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Bagozzi, R. and Warsaw, L. (1990). ―Trying to Assistant Professor, Chaudhary Devi Lal University,
Consumer‖. Journal of Consumer Research, Sirsa
17(2), pp. 127-140.
E-Mail – [email protected]
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Manoj Bansal1* Dr. Satinder Kumar2

139

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