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The Impact of Social Media on Impulse Buying Behaviour in Hyderabad Sindh Pakistan by Aliz Ahmed Khokhar; Pir Abu baker Qureshi; Farman Murtaza; Abdul Ghafoor Kazi is a scholarly article available to read on EtoBox.

What is The Impact of Social Media on Impulse Buying Behaviour in Hyderabad Sindh Pakistan about?

In the past few years, the interest in the impulsive buying behavior has been increase and it has provoked the interests of organizations and researchers to understand the psychological strengths behind this behavior. The main objective of this study was to study the impact of social media on Impulse buying behavior of customers in Hyderabad region and to analyze the important factors affecting impulsive buying behavior of customers. The research design of this study was explanatory and descriptive in nature. Regression Analysis was used to find the relationship between the variables (Social Network Marketing, Hedonic Motivation, electronic word-of-mouth, Trust and Impulsive Buying Behavior). The results showed that Social Media does have a positive and significant impact on the Impulsive Buying Behavior of the customers. Therefore, online retailers and marketers should understand the importance of social media for encouraging the online impulsive buying of the consumers.

Author

Aliz Ahmed Khokhar; Pir Abu baker Qureshi; Farman Murtaza; Abdul Ghafoor Kazi

Publisher

Readers Insight Publisher

Published

2019

Language

EN