platform for news dissemination, activism, marketing, and social

interaction. The year 2009 marked significant growth, with Twitter

gaining mainstream attention during events like the Iranian election
protests, showcase in its power as a tool for social and political change.
Over the years, Twitter introduced features like hashtags, retweets, and
verified accounts,
Enhancing user experience and facilitating content discovery. Despite facing
challenges such as20
user harassment, mis information, and financial struggles, Twitter
continued to get throw its user base and influence globally. It became
avital platform for real-time information during events like natural
disasters, elections, and social movements. By 2022, Twitter had over
330million monthly active users, solidifying its position as a key player
in the social media landscape.

Twitter influences buying behaviour by providing a platform for real

time communication, customer feedback, and brand engagement.
Through tweets, consumers can discover new products, learn about
promotions, and engage directly with brands. Influencers and
celebrities use Twitter to endorse products, shaping consumer
perceptions and preferences. Hashtags facilitate product discovery and
enable brands to track trend sand engage with their audience. Twitters
algorithmic time line highlights relevant content, ensur
inp•thatuserssee tweets from brands they follow or engage with.
Twitter's conversational nature allows consumers to ask questions,
seek recommendations, and share experiences, influencing purchase
decisions. Additionally, Twitter's advertising platform enables brands
to target specific demographics, interests, and behaviours, further
influencing consumer behaviour. Overall, Twitter's real-time nature,
influencer endorsements, hashtag culture, conversational
environment, and advertising capabilities collectively shape consumer
buying behaviour by facilitating product discovery, brand engagement,
and purchase decisions.

YOUNGSTERS
Inthisstudy,themainfocusisonyoungsters,includingstudentsandworkingindi
vidualsaged18 to 3(), from Kottayam Municipality(13,14 ward).

SOCIALMEDIAMARKETING(SMM)

Social media marketing is a powerful form of internet marketing used

by companies to promote products and services on social media
platforms and web pages (Shamsudeen and Ganeshbabu, 2018). This
21
prolific tool allows companies to market their products while building
a brand image and increasing consumer loyalty (Saravanakumar and
SupanthaLakshmi, 20l2;Venciute, 2018). Social media marketing is a
revolution within the marketing strategy. Indeed, it allows; in a simple,
cost-effective and efficient way;companies to develop direct and
indirect contact with existing and new consumers (Venciute, 2018).It
consists of many virtual places such as Instagram, YouTube, Twitter or
blogs also. Thanks to it,
companies can connect and interact with

21
the stakeholders and the audience (Tuten and Solomon, 2018).
Furthermore, it allows consumers to connect online with communities
which share the same values, needs and wants (Shamsudeen and
Ganeshbabu, 201B). The companies can establish connection and
communication with many individual and thanks to personalization,
increase the engagement and the loyalty of consumers.

22
 CHAPTERIV

DATA ANALYSIS AND INTERPRETATION

This chapter present the analysis of data Collected using a structured

questionnaire. The data was analysed using mathematical and statistical
tools and also using Statistical Packape of Social Science (SPSS). Such data
were presented using tables and figures for easy understanding. The chapter
consist of three sections: profile of the sample, constructs and measures
used in the study and hypothesis testing.

PROFILE OF THE SAMPLE

This section includes the profile of the sample including gender age and
occupation.

GENDER

The demographic profile of the respondents on the basis of Gender is

given in table4.1 Table 4.1 Gender wise composition of respondents
Gender Frequency Percentage

Male 24 40
Female 36 fi0
Total 60 100

Source: primary data

23
 Figure 4.2Gender wise composition of respondents

Gender

Table 4.1.1 and figure 4.1 . 1 shows that out of the total 120
respondents, 40.0 per cent of the respondents are male (24) and60.0
percent are female (36). Hence it is clear that the majority of the
respondents are female.
AGE

The demographic profile of respondents on the basis of Age is given in table 4.2 and
figure 4.2.

Table4.2Age wise composition of Respondents

Age Frequency Percentage

18-20 5 8.3

24
21-25 49 81.7
26-30 6 10.0

Total 60 100
Source: primary data

25
Figure4.2Age wise composition of Respondents

Age

26-30 18-20
10% 8%

21-25
82%

18-20 21-25 26-30

The table and the diagram show that 81.7 percent of respondents are in the age group
of 21-25,
10.0percentcameunderthegroupof26-30and8.4percentcomeundergroupof18-
20.So,itis
clear that most of the respondents came under the category of 21 25.

OCCUPATION

Table4.3Occupationwisecompositionofrespondents

Frequency Percentage
Student 36 60
Employed 20 33.3
SelfEmployed 2 3.3
26
Unemployed 2 5.3
Total 60 100

Source.primary data

27
 Figure4.3 OCCUPATION WISE COMPOSITION OF RESPONDENTS

unemployed
self emoloyed
3% 5%

employed student
33% student
employed
59%
self emoloyed
unemployed

From the aboveanalysisitisclearthat,60.0 percent of the respondents are students

(36),
33.3percent of the respondents are employees (20). Out of the 60 respondents both
the respondent‘s at 3.3 percent respondents are self employed (2) and unemployed
(2) .

TABLE4.4
— INCOME WISE COMPOSITION OF RESPONDENTS

FREQUENCY PERCENTAGE

15000 30()00 48 80
30001 45()00 4 6.7
4500160()00 5 8.3
Above75000 3 5.0
Total 60 100
Source primary data
28
 FIGURE 4.4 INCOME WISE COMPOSITION OF RESPONDENTS

From the above table 4.4 and figure 4.4 it is evident that 80.0 percent
respondents belong to the income category under 1500()-30000 (4S), 8.3
percent of the respondents belong to the income category 45001-60000(5),
6.7 percent of the respondents belong to both the income category S()001-
45000 (4) and above 7500() (3)

SOCIAL MEDIA PLATFORM

Table4.5classificationonthebasisofMostUsingsocialmediaplatform

Social Media Platform Frequency Percentage

Facebook 6 1().0

Youtube 12 20.0
Instagram 39 65.0
29
Others 3 5.0
Total 60 100

Source primary data

30
 FIGURE4.5 MOST USING SOCIAL MEDIA PLATFORM

Table 4.5 and figure 4.5 shows that out of the total 60 respondents.65.0
percent of the respondents using Instagram (39).20.0 per cent of the
respondents using You Tube (12).10.0per cent of the respondents using
Facebook (6) and 5.0percent respondents using others (3). this it is clear that
majority of the respondents using instagram

Time spending on social media platforms for fashion related content

Table4.6 classification on the basis of Time spending on social media platform for
fashion
Related content

FREQUENCY PERCENTAGE
Multiple Times In a Day 24 40

Once Day 10