MARKETING:

ROLE OF SOCIAL MEDIA PLATFORMS AS ONLINE SHOPPING

A Dissertation Submitted to
SAMANTA CHANDRA SEKHAR (A) COLLEGE, PURI
in Partial fulfillment for the Award of the Degree of
BACHELOR OF COMMERCE (HONOURS)

Submitted By:
RANJAN SWAIN
College Roll No: BC21-185
Exam Roll No: 20521170

Under the Guidance of :

Dr.Amayeeka Moharana
Assistant Professor
HEAD OF THE DEPARTMENT
P.G. Department of Commerce

POST GRADUATE DEPARTMENT OF COMMERCE

SAMANTA CHANDRA SEKHAR (A) COLLEGE,
NAAC Accredited Grade-A
SESSION : 2023-24
 

POST GRADUATE DEPARTMENT OF COMMERCE

SAMANTA CHANDRA SEKHAR (A) COLLEGE, PURI
NAAC Accredited Grade-A

Pin: 752001, Orissa,Email-scscommerce1972@gmail.com

CERTIFICATE
This is to certify that the candidate RANJAN SWAIN, bearing
College Roll No.- BC21-185, Exam Roll No.- 20521170, a student of
B.Com for the session 2021-2024 is a bonafide student of S.C.S. (A)
College, Puri. He has prepared the Dissertation entitled “ROLE OF
SOCIAL MEDIA PLATFORMS AS ONLINE SHOPPING” is his original
piece of work and to the best of my knowledge, no other candidate
has submitted the same paper for the award of Bachelor Degree in
Commerce under P.G.Department of Commerce, S.C.S (A) College,
Puri.

Sign. of the Guide

Sign. of the H.O.D

Dt:__ /__ /2023

 DECLARATION

I do hereby declare that the Dissertation titled “ROLE OF

SOCIAL MEDIA PLATFORMS AS ONLINE SHOPPING” submitted by
me to the P.G. Department of Commerce of S.C.S. (A) College, Puri in
partial fulfillment of the requirement for Master Degree in
commerce is of my own work neither I have copied or translates it
from others and it has not been submitted to any other institutions
including S.C.S. (A) College or published at any time before.

RANJAN SWAIN
College Roll No: BC21-185
Exam Roll No: 20521170
 ACKNOWLEDGEMENT

My Dissertation entitled “ROLE OF SOCIAL MEDIA

PLATFORMS AS ONLINE SHOPPING” would not have been possible
without co-operation and valuable guidance given by my guide Prof.
Amayeeka moharana, Assistant Professor, P.G. Dept. of Commerce,
S.C.S. (A) College, Puri. I take this opportunity to convey my gratitude
and obligation to him.

While presenting this seminar paper. I have tried my best to the

precise and objective. Upto-date data and recent findings of eminent
scholars have been included by drawing on recent issues of learned
journals and periodicals. I express my gratitude to the authorities
concerned in this respect.

I acknowledge my thanks to my parents without whose co-

operation and financial provisions this seminar would not have been
possible.

RANJAN SWAIN
College Roll No: BC21-185
Exam Roll No: 20521170
 CONTENTS

1. CHAPTER-1 PAGES

• INTRODUCTIONS 01

• OBJECTIVE OF STUDY 02

• METHODOLOGY OF STUDY. 03

• LIMITATIONS OF STUDY. 03

• SCOPE OF STUDY. 03-04

2. CHAPTER-2
• PROFILE OF THE TOPIC 05-13

3. CHAPTER-3
• DATA ANALYSIS 14--30

4. CHAPTER-4
• FINDINGS 31-32

• SUGGESTIONS. 33

• CONCLUSIONS 34

BIBLIOGRAPHY. 35
 CHAPTER -1
INTRODUCTION:

In the contemporary digital landscape, the fusion of social media and e-commerce has
reshaped the traditional retail experience, giving rise to a phenomenon known as social
commerce. Social media platforms, once primarily used for communication and
networking, have evolved into powerful tools for businesses to engage with consumers
and facilitate online shopping. This transformation has revolutionized the way people
discover, research, and purchase products and services, blurring the lines between
social interaction and commercial transactions.The integration of social media and
online shopping has been fuelled by several factors, including the widespread adoption
of smartphones, the increasing popularity of social networking sites, and the changing
consumer behavior towards digital channels. With billions of active users across
various platforms such as Facebook, Instagram, Twitter, Pinterest, and Snapchat, social
media has become an indispensable part of everyday life for many individuals
worldwide. This vast user base presents a lucrative opportunity for businesses to
connect with potential customers and drive sales through targeted marketing strategies
and personalized content. One of the key advantages of using social media for online
shopping is its ability to create a seamless and immersive shopping experience. Unlike
traditional e-commerce websites, social media platforms offer a more dynamic and
interactive environment where users can engage with brands, explore product offerings,
and make purchases without leaving the platform. Features like shoppable posts, live
streaming, and augmented reality filters enable consumers to visualize products in real-
time, making the shopping process more engaging and convenient.

Moreover, social media platforms leverage algorithms and data analytics to deliver
personalized recommendations and advertisements based on user preferences,
browsing history, and demographic information. By harnessing the power of artificial
intelligence and machine learning, businesses can target their marketing efforts more
effectively, increasing the likelihood of conversion and customer retention. In addition
to enhancing the shopping experience, social media platforms also play a vital role in
shaping consumer behavior and influencing purchasing decisions. User-generated
content, such as product reviews, ratings, and testimonials, can significantly impact
brand perception and credibility. Positive endorsements from influencers and
celebrities can propel a product to viral status, driving demand and sales
volume.Furthermore, social media platforms serve as valuable communication
channels for customer support and feedback. Brands can interact with customers in

1
real-time, addressing their inquiries, resolving issues, and soliciting to improve product
offerings and service quality. This direct line of communication fosters

trust and loyalty among consumers, ultimately leading to repeat business and
advocacy. In conclusion, the convergence of social media and online shopping has
transformed the way businesses market and sell products in the digital age. By
leveraging the reach and engagement capabilities of social media platforms,
companies can create meaningful connections with consumers, drive sales, and stay
competitive in an increasingly crowded marketplace. As technology continues to
evolve, the role of social media in shaping the future of e-commerce is likely to expand,
offering new opportunities and challenges for businesses and consumers alike

OBJECTIVE :
The objective of this study is to investigate the role of social media platforms in online
shopping behavior. With the rapid growth of social media platforms, there is a need to
understand how they influence consumer purchasing decisions. The study aims to examine
the impact of various social media platforms such as Facebook, Instagram, and Twitter, on
consumer attitudes, preferences, and behaviour’s towards online shopping.

Key objectives include:

1. Analysing the extent to which social media influences consumers' purchase

intentions and behaviors.
2. Identifying the most influential social media platforms for different types of
products or services.
3. Investigating the factors that contribute to the effectiveness of social media
marketing campaigns in driving online sales.
4. Understanding the role of user-generated content, such as reviews and
recommendations, in shaping purchasing decisions on social media platforms.
5. Exploring the demographic and psychographic characteristics of consumers who
are most influenced by social media in their online shopping activities.

METHODOLOGY OF STUDY ,
This chapter enshrines the ‘Research methodology’, which explains the
research problem, the significance of the study, scope, sampling, sources of
data collection, used for data analysis, etc.

Socio and Economic profile of the respondent such as gender and age,
education, occupation and income
The technological, consumers and product/service factors influencing the online purchase.

2
 various attributes induce social media are entertainment, networking,
information on new brands, and so on.

LIMITATIONS OF THE STUDY ,

• study was conducted by considering only Instagram and hence, the results of
this study cannot be generalized to all the social networking sites.
• Since the responses were collected from the respondents through online mode,
the responses may not be as accurate as one collected from a personal
interview.
• While collecting primary data, respondents may not be able to fully understand
the content of the question being asked; hence response error may distort the
result of the research.
• As the respondents belong to heterogeneous groups i.e., from different states
across India and also from abroad, the culture of the people may not be similar
and hence, their perception may differ while giving the response.
• . The study was conducted by studying a few samples that could be
representative of population. So the result derived by studying samples cannot
be generalized to a larger population.
• . The sampling method adopted for the drawing samples from the population
was convenience sampling hence the limitation of the convenience sampling
itself signifies its own constraints.
• The methodology of this study for analysing the data may not be able to fully
assess the online shopping behavior of consumers based on discussed
variables.

SCOPE OF THE STUDY

1.Consumer Behavior Analysis:

• Investigating how social media influences consumer purchasing decisions,

including factors such as product discovery, brand engagement, and peer
recommendations.
• Exploring the role of social media in fostering trust and credibility among online
shoppers through user-generated content, reviews, and influencer marketing.

3
2. Marketing Strategies:

• Examining effectiveness of social marketing techniques, such as targeted

advertising, sponsored content, and influencer collaborations, in driving sales
and brand awareness.
• Analysing the integration of social commerce features within popular platforms,
such as Instagram Shopping and Facebook Marketplace, and their impact on
conversion rates and customer engagement.

3. Platform Dynamics:

• Comparing the unique strengths and limitations of various social media

platforms (e.g., Facebook, Instagram, Pinterest) as channels for online shopping,
considering factors such as audience demographics, content format, and
algorithmic algorithms.
• Investigating emerging trends and innovations in social commerce, such as live
shopping events, augmented reality try-on experiences, and shoppable video
content.

4. Economic Implications:

• Assessing the economic implications of the symbiotic relationship between

social media and e-commerce, including its contribution to job creation, market
.expansion, and revenue generation for businesses of all sizes.
• Examining the potential risks and challenges associated with over-reliance on
social media platforms for online sales, such as algorithmic biases, data privacy
concerns, and platform dependency.

5. Future Directions:

• Speculating on the future evolution of social commerce and its integration with
emerging technologies, such as artificial intelligence, virtual reality, and
blockchain, to further enhance the online shopping experience.
• Identifying areas for future research and development, such as cross-platform
interoperability, omnichannel integration, and the ethical implications of
algorithmic-driven recommendation systems.

4
 CHAPTER-2

PROFILE OF STUDY
Social media platforms play a significant role in online shopping by providing a
space for businesses to create profiles and engage with customers. These
platforms enable businesses to showcase products, share updates, and
interact with a global audience, fostering a sense of community. The direct
connection between brands and consumers on social media enhances
marketing efforts and promotes e-commerce growth

In recent years, the landscape of retail has undergone a significant

transformation, with the emergence of social media platforms as powerful tools
for online shopping. This shift has reshaped how consumers discover, engage
with, and purchase products, while also presenting unique opportunities and
challenges for businesses. This project aims to explore the multifaceted role of
social media platforms as online shopping profiles, examining their impact on
consumer behavior, brand engagement, and e-commerce strategies.
▪ Consumer Behavior and Influence

Social media platforms have become virtual marketplaces where consumers not
only connect with friends and family but also seek product recommendations,
reviews, and inspiration. Platforms like Instagram, Pinterest, have particularly
excelled in curating visually appealing content that drives purchasing decisions.
The phenomenon of "social shopping" has emerged, wherein consumers
discover products through influencers, friends, or sponsored content on their
feeds. Moreover, the interactive nature of social media allows for real-time
engagement between brands and consumers. From responding to inquiries to
addressing customer feedback, businesses can establish direct lines of
communication, fostering trust and loyalty. The ability to personalize
recommendations based on browsing history and preferences further enhances
the shopping experience, increasing the likelihood of conversion
.

5
• Brand Engagement and Visibility
For businesses, maintaining a strong on social media is no longer optional but
essential for staying competitive. Social media platforms serve as digital
storefronts, offering brands the opportunity to showcase their products, share
behind-the-scenes content, and communicate their values. By cultivating an
authentic and relatable brand image, companies can forge meaningful
connections with their audience, ultimately driving brand loyalty and advocacy.

Furthermore, social media algorithms prioritize engaging and relevant content,

making it crucial for brands to invest in compelling visuals, storytelling, and
usergenerated content. Leveraging features such as Instagram Shopping or
Facebook Marketplace enables seamless integration between social media and
ecommerce platforms, streamlining the path to purchase and enhancing
conversion rates.

• E-Commerce Strategies and Adaptation

In response to the growing influence of social media on online shopping,
businesses are revaluating their e-commerce strategies to capitalize on this
trend. This includes investing in influencer partnerships, leveraging
usergenerated content, and optimizing product listings for social discovery.
Additionally, the rise of social commerce platforms like Shopify and Big
Commerce empowers brands to create immersive shopping experiences directly
within social media environments.

However, with the increasing reliance on social media for shopping, businesses
must also navigate challenges such as algorithm changes, platform policies, and
competition for consumer attention. Maintaining a cohesive omnichannel
strategy that integrates social media, website, and physical stores is crucial for
maximizing reach and driving conversions.

• HISTORY OF SOCIAL MEDIA

In the decade of information systems, social media has played a vital role in
transforming business and communications. We believe that the fastest way to
grow a business entity is through social media and networking. In 2000, many
social networking sites emerged to ease interaction with people that share
common in music, education, and so on. This also affected how businesses
conducted their transactions and advertisements, and also their products. It is
difficult to study social media without encountering the phrase social
networking. Therefore, both concepts are discussed in this article (Webber,
2009). The Merriam-Webster dictionary defines social media as “forms of
electronic communication (as Web sites
6 for social networking and blogging)
through which users create online communities to share information, ideas,
personal messages, and other content (as videos) The same source defines
networking as “the exchange of information or services among individuals,
groups, or institutions; specifically: the cultivation of productive relationships for
employment or business.” There are many ideas about the first occurrence of
social media. “Throughout much of human history, we have developed
technologies that make it easier for us to communicate with each other”
(Carton, 2009). The earliest information encountered by the writers of this article
referred to 1792 and the use of the telegraph to transmit and receive messages
over long distances (Ritholz, 2010). Emile Durkheim, a French sociologist known
by many as the father of sociology, and Ferdinand Tonnies, a German
sociologist, are considered pioneers of social networks during the late 1800s.
Tonnies believed that social groups could exist because members shared values
and beliefs or because shared conflict. His theory dealt with the social contract
conceptions of society. Durkheim combined empirical research with
sociological theory. Also, in the late 1800s, the radio and telephone were used
for social interaction, albeit one-way with the radio (Rimskii, 2011; Wren, 2004).
Social networks have evolved over the years to the modern-day variety which
uses digital media. However, the social media is not that new. Social media, it
did not start with the computer but instead the telephone. During the 1950s,
phone phreaking, the term used for the rogue searching of the telephone
network, began. This process was accomplished through the use of homemade
electronic devices that facilitated unauthorized access to the telephone system
to make free calls. “Phreaks” were able to find telephone company test lines and
conference circuits to complete their task. Brett Borders stated phreaks were
able to hack into corporate unused voice mailboxes to host the first blogs and
podcasts (Borders, 2010). During the 1960s, the public saw the advent of email.
However, the internet was not available to the public until 1991.

7
 2010).Today, email servers will accept and store messages which
allow recipients to access the email at their convenience. In 1969,
ARPANET, created by Advanced Research Projects Agency (ARPA), a
U.S. government agency, was developed. ARPANET was an “early
network of time-sharing computers that formed the basis of the internet.”
CompuServe, the third development of 1960s, was also created in 1969 with a
mission to provide time-sharing services by renting time on its computers. With
very high fees, this service was too expensive for many (Rimskii, 2011; Ritholz,
2010).

DEFINITIONS OF SOCIAL MEDIA MARKETING

Michael Stelzner, the author of Social Media Marketing defined it as,
‘‘Social media marketing refers to the process of gaining website
traffic or attention through social media sites’’. This implies that
Social media marketing programs usually center on efforts to create
content that attracts attention and encourages readers to share it
with their social networks. A corporate message spreads from user to
user and presumably resonates because it appears to come from a
trusted, third-party source, as opposed to the brand or company
itself. Hence, this form of marketing is driven by word-of-mouth,
meaning it results in earned media rather than paid media.
Social media are distinct from industrial or traditional media, such as
newspapers, televisions, and film. They are relatively inexpensive and
accessible to enable anyone (even private individuals) to publish or
access information compared to industrial media, which generally
require significant resources to publish information (Webber, 2009).
Social media technologies includes, blogs, picture-sharing, vlogs,
wall posting, email, instant messaging, music sharing, crowd
sourcing and voice over IP, to name a few. Many of these social
media services can be integrated via social network aggregation
platforms like mybloglog and Plaxo (Webber, 2009).Weber uses the
term “social web” instead of social media and defines the social web
as “the online place where people with a common interest can gather
to share thoughts, comments and opinions. It includes social
networks such as Myspace, Gather, Facebook, Blackplate, Eons,
LinkedIn, and hundreds more.

8
It includes enterprise sites such as IBM, Best Buy, Cisco and Oracle. The
social web is a new world of unpaid media created by individuals or
enterprises on the web and includes:

➢ Social Networks Sites (SNS): The websites where people can build
their personal profiles connect and share information with their
friends (Mayfield, 2008). The most popular social network websites
are Facebook, LinkedIn and MySpace.
➢ Wikis: Wikis allows people to add and edit information and create an
online database (Mayfield, 2008). Such like Wikipedia.
➢ Podcasts: The websites, which offer audios and videos subscription
services to users (Mayfield, 2008). ITunes is the most popular
podcast platform.
➢ Forums: Forums are the online discussion places where users create
and discuss specific topics (Mayfield, 2008).
➢ Reputation aggregated: search engines such as Google, Yahoo!, Ask
and Live. The aggregate site with the best product or service to offer
and usually put things in order of reputation (Webber, 2009).
➢ Blogs: online journals where people can post ideas, images, and links
to other web pages or sites. Some appear on personal or corporate
sites, while others are hosted on Blogger, BlogHer (for women),
Weblog, Tumblr, and other blogging sites (Webber, 2009).
➢ Topic-specific e-communities are generally advertising supported all
though some are free. Hewlett Packard for example has communities
on it websites, and there are communities’ involving sports such as
kayakMind for people who enjoy kayaking. Password-protected e-
communities are growing especially

SOCIAL NETWORKING
Social media platforms play a significant role in online shopping by serving as
both promotional channels and networking hubs. They enable businesses to
showcase products, engage with customers, and leverage social connections for
marketing. Users, in turn, benefit from product recommendations, reviews, and a
sense of community around their shopping experiences. The integration of
shopping features on platforms like Instagram and Facebook further enhances
the seamless transition from social interaction to online shopping. Overview of

9
integration of platforms and online shopping.Importance of social media in
shaping consumer behavior and preferences.Purpose of the project and its
significance in understanding modern consumer trends.

✓ of Social Media in E-Commerc:

Historicalstorical context of social media's involvement in e-commerce.
Key milestones and developments that have shaped the integration of social
media and online shopping.
✓ Social Media Platforms as Shopping Destinations:
Examination of how social media platforms have transformed into shopping
destinations. Analysis of features and tools provided by major platforms for
shopping activities. Case studies of successful social commerce campaigns.
✓ Influence of Social Media on Consumer Behavior:
Exploration of how social media influences consumer decision-making
processes.Discussion on the role of influencers and user-generated content in
driving purchasing decisionsImpact of social proof, reviews, and
recommendations on buying behavior.
✓ The Rise of Social Commerce:Definition and explanation of the concept of
social commerce.Examination of different models of social commerce, such
as peer-to-peer selling, group buying, and live commerce.Trends and future
projections for social commerce growth.
✓ Challenges and Opportunities: Identification of challenges faced by
businesses in leveraging social media for online shopping.Discussion on
privacy concerns, algorithm changes, and platform policies affecting social
commerce.Opportunities for innovation and adaptation in the evolving
landscape of social media-driven shopping.
✓ Case Studies:Analysis of successful social media-driven shopping
campaigns by prominent brands.Examination of strategies employed and
lessons learned from these case studies.
✓ Consumer Perspectives:Surveys or interviews with consumers to
understand their attitudes towards shopping on social media
platforms.Insights into factors influencing trust, satisfaction, and repeat
purchases in social commerce.

10
✓ Regulatory Landscape: of relevant regulations and guidelines governing
social commerce.Discussion on compliance requirements for businesses
operating in the social shopping space.

✓ Popular social media Platforms:

➢ . Instagram-Sellers are able to interact with their customers
by sharing photos and videos and leaving comments as a way
of sharing information; receiving comments and likes as a
way of gaining feedback from customers. Users can post
content on their general newsfeed or give live video updates
as part of the Story feature.
➢ Facebook has been cited as the ideal social media platform
for creating brand awareness and engaging with consumers.
It allows users to post, like and share content (pictures,
videos, articles, etc.) with just the click of a button. Much of
the content is made public so it can reach as large of an
audience as possible.
➢ . Twitter is suitable for encouraging interaction with
customers and the hashtag feature makes it easier to share
valuable content. It has a character limit to its messages, so
messages are more concise and, at times, more informal.
Users can favourite and retweet content to their followers
that are made public.
➢ YouTube is an excellent choice for businesses that want to
use videos to promote their brands and increase their
visibility;
➢ WhatsApp makes interacting with customers easy by
providing tools to automate, sort and quickly respond to
messages.

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 VALUE OF MEDIA
Social media needs to be a part of a company’s marketing budget
because it gives a powerful way to create a connection with the targeted
audience. Social networks enable to connect with new customers and
stay in touch with the existing customers. Another use of social media is
to make customers and potential customers more aware of what a brand
is all about. This can be in the form of promoting specific campaigns,
updating people on changes and showing off success. It enhances
customer service by creating accessibility to customers who have a
tendency to seek immediate feedbacks

LITERATURE REVIEW

Social platforms have become integral to the way people interact,

communicate, and consume content online. In recent years, these
platforms have also emerged as significant drivers of online shopping
behavior. This literature review aims to explore the role of social media
platforms in online shopping, focusing on their influence on consumer
behavior, brand engagement, and marketing strategies.

Influence on Consumer Behavior:

Numerous studies have highlighted the impact of social media on
consumer behavior in the context of online shopping. For example,
research by Smith and Chaffey (2019) found that social media platforms
serve as important sources of product information and recommendations
for consumers. Additionally, studies by Li and Zhang (2020) have shown
that social media platforms facilitate social comparison and influence
consumers' purchase decisions.
Brand Engagement and Loyalty:

Social media provide brands with opportunities to engage directly with

consumers and build loyalty through personalized interactions and
targeted content. According to research by Kumar et al. (2019), brands that
actively engage with consumers on social media are more likely to foster
loyalty and positive brand perceptions. Moreover, studies by Lee and Youn
(2021) have demonstrated that social media engagement positively
12
influences consumers' intentions to revisit a brand's website and make
repeat purchases.

Impact on Marketing Strategies:

The rise of social media platforms has led to significant shifts in marketing
strategies, with many businesses allocating a larger portion of their
budgets to digital and social media marketing. Research by Statista
(2023) indicates that the majority of marketers consider social media to
be an essential channel for promoting products and engaging with
consumers. Furthermore, studies by Evans and Bridgewater (2021) have
the effectiveness of influencer marketing on social media platforms in
driving online sales and increasing brand awareness.

REFERENCES:
Smith, A., & Chaffey, D. (2019). Social media marketing: A strategic
approach. Routledge.Li, C., & Zhang, Y. (2020). The impact of social media
on consumer behavior. Journal of Retailing and Consumer Services, 53,
101721.Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., &
Tillmanns, S. (2019). Undervalued or overvalued customers: capturing
total customer engagement value. Journal of Service Research, 22(4),
376-393.Lee, M., & Youn, S. (2021). Social media engagement's effect on
brand loyalty: mediating roles of e-brand credibility and consumer
satisfaction. Journal of Retailing and Consumer Services, 59, 102354.
Statista. (2023). Share of social media in digital marketing strategies
worldwide in 2023. Retrieved from
https://www.statista.com/statistics/278414/share-of-social-media-
indigital-marketing/Evans, A., & Bridgewater, J. (2021).

13
 CHAPTER -3

DATA ANALYSIS
consists of insight into data analysis of the Impact of Social Media on online shopping
and factors of online shopping are presented and analyzed. In this chapter, discussing
the results of the survey which is gathered from online shoppers and users of social
media for buying the products was investigated with the help of primary data. Statistical
tools are used to analyses the data like chi-square analysis, ANOVA, etc. hypotheses
were tested which were developed based on objectives of the study.

GENDER:

Information about gender from respondents is collected for understanding the

perception of male and female about online shopping and their satisfaction level in fig
4.1.

Fig 4.1

Interpretation - Above pie diagram indicate that out of a total of 66 respondents 63.6%

(42) are Female and remaining 36.4% (24) are male respondents.
AGE:

The age of online respondents were studied in fig 4.2.

14
Fig 4.2

Interpretation - Above indicate that out of a total of 66 respondents, it shows

90.9% are from 15-25 age group, 7.6% are from 25-35 age group whereas only 1.5%
is from 46 & above age group. The respondents are mostly from the 15-25 age group
after that 25-35 and no respondent from the 36-45 age group.

EDUCATIONAL QUALIFICATIONS:

Educational qualifications of online respondents were studied in fig 4.3.

Fig 4.3
Interpretation- The responses represent that 71% of respondents are Under-graduate,
24% are Graduate, 2% are Post-graduate and 3% of respondents are Professionally
Qualified.

INCOME GROUP

The monthly income of online respondents were studied.

15
Fig 4.4

Interpretation-It can seen the above analysis that 64%samples belonged to

Income less than Rs30000, another 17% are having income between 30000-60000,
9% have Income between 60000-90000 and 10% have more than 90000 income
level. It can be inferred from the above analysis that the majority of the
respondents belong to lowincome groups. Even though the income is less, people
are still spending on online shopping. Hence it can be concluded that their income
does not have an impact on shopping online.

USING SOCIAL MEDIA:

The social media used by respondents are studied which is shown in the following table
4.1 & fig 4.5.

Social Media used Frequency Percentage

Yes 65 98%

No 1 2%

Table 4.1

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Fig 4.5

Interpretation- This that 98% of the total respondents are using social media whereas
only 2% of respondents are not using social media.

SOCIAL MEDIA MOST PREFERABLY USED:

The social media mostly preferred by online respondents are studied which is shown in
the following table 4.2 & fig 4.6.

Social Media Frequency Percentage (%) Rank

Instagram 36 55 1

WhatsApp 26 39 2

Facebook 3 5 3

Twitter 1 1 4

Table 4.2

17
Fig 4.6

Interpretation- Mostly media by 66 online respondents, Instagram is preferred firstly

by 36 respondents and with the first rank, WhatsApp is rank second position preferred
by 26 online respondent’s, Facebook is rank in the third position preferred by 3 online
respondent’s, Twitter is rank in the fourth position preferred by 1 online respondent.

USE OF SOCIAL MEDIA FOR:

The use of social media by respondents are studied which is shown in the following
horizontal bar graph fig 4.7.

Fig 4.7

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Interpretation- of 66 online customers, 44 (66.7%) use social media for
communication purpose, 42 (63.6%) respondent preferred social media for
gathering information, whereas 49 (74.2%) respondent use for entertainment
purpose and 17 (25.6%) for shopping purpose. Respondents most likely preferred
to use social media for entertainment i.e., 49 (74.2%) of the total response.

SOCIAL MEDIA INFLUENCE TO PURCHASE:

Does social media influence the purchase intention of customers is studied which is
shown in the below table 4.3.

Social Media Frequency Percentage

Yes 38 57.6%

No 16 24.2%

Not sure 12 18.2%

Table 4.3

Fig 4.8

19
Interpretation-The data clearly shows that most respondents get triggered by
social media to purchase goods/services online. 57.6% respondent said yes, 24.2%
said no and 18.2% not sure about that social media trigger them to shop online.

FREQUENCY OF ONLINE SHOPPING:

How frequently consumers do online shopping has been studied to understand the
buying habits of customers. Frequency of shopping is categorized into four different
aspects which are shown in the following table 4.4.

Product purchased Frequency Percentage

Never 32 48.5%

Sometimes 27 40.9%

Often 7 10.6%

Always 0 0

Table 4.4

Fig 4.9

Interpretation-The above pie chart indicates that out of 66 respondents 32(48.5%)

respondents never use social media for shopping show lack of interest in shopping
via social media sites, 27(40.9%) respondents sometimes prefer online shopping,

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whereas 7 (10.6%) respondents often prefer online shopping shows interest in
shopping from networking sites.

AMOUNT SPENT ON ONLINE SHOPPING:

Amount (money) sent by respondents on online shopping in the last three months
has been studied to understand the buying habits of customers and categorized into
four different aspects which are shown in the following table 4.5.

Amount spent Frequency Percentage

Not spent 12 48.5%

Less than 1000 15 22.7%

1000-3000 30 45.5%

More than 3000 12 13.6%

Table 4.5

Fig 4.10

Interpretation-The above pie chart indicates that out of 66 respondents 12 (48.5%)

respondents not spent money on shopping show lack of interest in shopping via social

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media sites, 15(22.7%) respondents spent 1000-3000, whereas 30(45.5%) respondents
spent 1000- on online shopping shows interest in shopping from social networking sites
and 12 (13.6%) spent more than 3000. Clearly data represents that most respondents
spent in between 1000-3000 on online shopping in the last three months.

FACTORS MOTIVATING TO SHOP ONLINE:

There are various factors that motivate respondents to shop online such as
convenience, time-saving, 24*7 availability, discounts, wide variety etc. In fig 4.11,
which factors motivate respondents to go for online shopping are shown.

Fig 4.11

Interpretation-According to the multiple responses, 54.5% of respondents think

that the factor Time Saving and Convenience motivates them to shop online. Also,
the others motivating to shop online is 24*7 availability with 43.9%,
Discounts/price deals with 65.2% and wider variety with 35% of responses. Hence
it can be concluded that respondents find discounts/price deals, time-saving and
convenience and a wider variety to be important factors that motivate. All the
important features of online shopping are important factors that motivate to go for
online shopping. By making these features more prominent and strong companies
can grab a large number of customers.

REASONS FOR NOT TO SHOP ONLINE:

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Online is not free from any difficulties or problems. The analysis can be seen in the
following bar graph 4.12:

Fig 4.12

Interpretation-According to the multiple response analysis, the major problem is lack

of trust 47% of the respondents pointed out this problem. As a result chances of not
purchasing the products are more. Another problem faced is a privacy issue about

39.4% of the respondents, 34.8% of the respondent doesn’t shop because of

shipping cost. To motivate customers to shop Companies should have to reduce
their shipping cost. 19.7% of respondents prefer to shop offline. All these reasons
discourage to go for online shopping. By considering these issues and taking
corrective/prominent actions by companies can improve their images and this helps
them in impulsive sales.

METHOD OF PAYMENT USED IN ONLINE SHOPPING:

There are various mode of payment for purchasing products online. In fig 4.13, which
mode of payment respondents prefer to go for online shopping are shown.

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Fig 4.13

Interpretation- to the analysis, 87.9% of the respondent make the payment

through COD while shopping online,16.7% make use of credit/debit cards,3% make
use of net banking and 10.6% opt for the Payment gateways like Paytm option while
shopping online. It can be concluded that the most common method of payment in
case of online purchasing is cash on delivery. Around 88% of respondents use this
method of payment and remaining use debit/credit card and Paytm options.

4.2 TESTING OF HYPOTHESIS

The following were framed based on the objectives of the study and tested through
research techniques following are the hypothesis:

HYPOTHESIS 1
H01. There is no relationship between social media and online shopping.

To test the above hypothesis correlation is applied. Results of the test are as follows:

Results of the Pearson correlation indicated that there was a significant positive
association between social media and online shopping, [r (64) = 0.26, p = 0.03 < 0.05].

The number following r in parentheses corresponds to the degrees of freedom (DF),

which is directly tied to the sample size. Then the correlation coefficient is
reported, followed by the p-value.

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HYPOTHESIS 2

H02: There no significant difference between the Age groups who purchase
Online.

To test the above hypothesis chi-square test is applied. Results of the test are as
follows:

P-value = 0.56

Chi-square critical value from the table = 12.59

(5% level of significance)

Chi-square computed value = 4.87

Degree of Freedom =6

A chi-square test of independence was performed to examine the relationship

between age and purchase intention. The relation between these variables was not
significant;

X2 (6, 66) = 4.87, p = 0.56 > 0.05

(where X2 (degree of freedom, sample size) = chi-square statistic value and p is
the pvalue). Also, Chi-square critical value (12.59) is more than the computed
value (4.87). Therefore, the null hypothesis is accepted.

Conclusion of the Test- There is no significant difference between the Age groups who
purchase online.

HYPOTHESIS 3
H03: Social media fashion trends have no effect on purchase intention.

To test the above hypothesis chi-square test is applied. Results of the test are as
follows:
Observed frequency Expected frequency

Strongly agree 14 13.2

Agree 28 13.2

Neutral 20 13.2

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 Disagree 3 13.2

Strongly disagree 1 13.2

Total 66

Table 4.6: of Chi-Square

Expected frequency (66/5) = 13.2

P-value = 6.03125E-08

Chi-square critical value from the table = 9.49

Chi-square computed value = 39.30

(5% level of significance.)

Degree of Freedom =4
A chi-square test of independence was performed to examine the relationship
between social media trends and purchase intention. The relation between these
variables was significant;

X2 (4, 66) = 39.30, p = 6.03125E-08 < 0.05

(where X2 is (degree of freedom, sample size) = chi-square statistic value and P is

the pvalue) Also, Chi-square critical value (9.49) is less than the computed value
(39.30) therefore the null hypothesis test is rejected.

Conclusion of the Test: - There is an association between social media trends on

purchase intention.

HYPOTHESIS 4
H04. Convenience will have a significant positive influence on the amount spent
while online shopping.
To test the above hypothesis ANOVA test is applied. Results of the test are as follows.

ANOVA

Source of Variation SS DF MS F P-value

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 Between Groups 13.21 3 4.40 2.65 0.05

Within Groups 103.05 62 1.66

Total 116.26 65

Table 4.7: Testing of ANOVA

There was a no significant difference between Group means was determined by one-
way ANOVA;

[F (3, 62) = 2.65, p = 0.05]

From the observation that the P-value = (0.05), It is 0.05 which is equal to standard p-
value
0.05 (5% Level of significance). The null hypothesis is accepted.

Conclusion of the Test- Convenience will have a significant positive influence on the
amount spent on online shopping.

HYPOTHESIS 5

H05. Social media sites for shopping are trustworthy.

To test the above hypothesis chi-square test is applied. Results of the test are as
follows:
Observed frequency Expected frequency

Strongly agree 7 13.2

Agree 14 13.2

Neutral 28 13.2

Disagree 15 13.2

Strongly disagree 2 13.2

Total 66

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Table 4.8: -Square

Expected frequency (66/5) = 13.2

P-value = 6.78397E-06

Chi-square critical value from the table = 9.49

Chi-square computed value = 29.30

(5% level of significance.)

Degree of =4
A chi-square test of independence was performed to examine the relationship between
age and purchase . The relation between these variables was not significant;

X2 (4, 66) = 29.30, p = 6.78397E-06 < 0.05

(where X2 (degree of freedom, sample size) = chi-square statistic value and P is the p-
value) Also, Chi-square critical value (9.49) is less than the computed value (29.30)
therefore the null hypothesis test is rejected.
Conclusion of the Test: - Social media is not trustworthy.

HYPOTHESIS 6
H06. There is no significant relationship between a wide variety of seeking and
frequency of purchasing.

To test the above hypothesis correlation test is applied. Results of the test are as
follows:

Results of the Pearson correlation indicated that there was a significant positive
association between a wide variety of seeking and frequency of purchasing, [r (64) =
0.12, p = 0.33 < 0.05].

The number following r in parentheses corresponds to the degrees of freedom (DF),

which is directly tied to the sample size. Then the correlation coefficient is reported,
followed by the pvalue.

HYPOTHESIS 7

H07. Direct interaction with the seller doesn’t satisfy customers.

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To test the hypothesis correlation test is applied. Results of the test are as follows:

Results of the Pearson correlation indicated that there was a significant positive
association between Direct interaction and satisfaction, [r (65) = 0.43, p > 0.000].

The number following r in parentheses corresponds to the degrees of freedom (DF),

which is directly tied to the sample size. Then the correlation coefficient is reported,
followed by the pvalue. Hence, the variables were found to be strongly correlated.

HYPOTHESIS 8
H08. Celebrity posts & followers on shopping sites are not likely to have
impulsive sales.

To test the above hypothesis chi-square test is applied. Results of the test are as
follows:
Observed frequency Expected frequency

Strongly agree 16 13.2

Agree 22 13.2

Neutral 22 13.2

Disagree 3 13.2

Strongly disagree 3 13.2

Total 66

Table 4.9: Testing of Chi-Square

Expected frequency (66/5) = 13.2

P-value = 1.19548E-0

Chi-square critical value from the table = 9.49

(5% level of significance)

Chi-square computed value = 28.09

Degree of Freedom =4

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A chi-square test of independence showed that there was no significant association
between on shopping sites and impulsive sales;

X2 (4, 66) = 39.30, p = 6.03125E-08 < 0.05

(where X2 (degree of freedom, sample size) = chi-square statistic value and P is the p-
value) Also, Chi-square critical value (9.49) is less than the computed value (28.09).
Therefore, the null hypothesis test is rejected.
Conclusion of the Test- There is an association between celebrity posts & followers on
shopping sites on impulsive sales.

Summary of the Results of Hypotheses Testing

S. No. HYPOTHESIS RESULT

1 There is no relationship between social media and online Reject H0

shopping.

2 There is no significant difference between the Age groups Accept H0

who purchase online.

3 Social media fashion trends have no effect on purchase Reject H0

intention.

4 Convenience will have a significant positive influence on the Accept H0

amount spent while online shopping.

5 Social media sites for shopping are trustworthy. Reject H0

6 There is no significant relationship between a wide variety of Reject H0

seeking and frequency of purchasing.

7 Reject H0
Direct interaction with the seller doesn’t satisfy customers.

8 Celebrity posts & followers on shopping sites are not likely to Reject H0
have impulsive sales.

Table 4.10

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 CHAPTER -4
FINDINGS, . It has been analyzed that age groups of between
15-25 years were more interested in online purchases and
people were more on social networking sites as compared to
other age groups.
▪ Majority of the respondents monthly earning ranging less
than Rs.30000 pm.
▪ Study revealed that SNS mostly preferred by respondents
was Instagram and WhatsApp these are top two networking
sites mostly preferred.
▪ Study examined social media used as per the importance,
it exposed that most of the time people were using the
internet for entertainment purposes and communication
purposes i.e. for emailing, chatting, making friends etc. and
also using the internet for gathering information and
shopping purposes
▪ More than half of the respondents are said social media
triggers them to purchase a product/service.
▪ Study exposed dominant factors for online shopping which
influence people to shop online are discounts/price deals
and time-saving & convenience. Online shopping sites
provide offers and discounts and saves time as well with
availability of a maximum variety and 24*7 service.
▪ But Study expressed, people were demotivated because of
lack of trust then for privacy issues of credit/debit card
transactions. Also, shipping costs demotivate them to
shop, and still people believe in touch and feel of products
while purchasing the products.

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▪ . It is that more than half of the respondents like cash on
delivery mode of payment and few others like debit/credit
cards..
▪ Majority of the respondents are never purchased from
social media sites.
▪ Study showed that people were actively spending between
Rs1000-3000 on online shopping in the last 3 months.
▪ In this study, it is found that there is no significant
difference between age of respondents and online
shopping behavior.
▪ There is an association between social media trends and
purchase intention.
▪ .Study has exhibited that a wide variety of seeking has a
positive relationship withfrequency of online purchases.
▪ In this study, it is found that there is a positive relationship
between social media and online shopping.
▪ .It is identified that people were not found social media
trustworthy to shop.
▪ For shopping attitudes, the result of study shows that
purchase intention has a significant positive influence with
respect to convenience and number of followers on social
media sites with celebrity posts.
▪ Study examined that there is an association between direct
interaction and customer satisfaction

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SUGGESTION S

Based on the findings of the study, the following recommendations outlined below are
suggested . I recommended social media to most firms since through social media
businesses can communicate information in a flash, regardless of geographical
locations.

Also, firms need to integrate social media in their communication strategy since social
media allow firms to tailor their content for each market segment and give the
businesses the opportunity to gettheir messages across more widely than ever before.
Indeed, once a piece of content goes viral there is no limit to the amount of people it
could potentially reach at no extra cost for the business.I recommend also for Job
vacancies in E-Commerce to be published in various Social media platforms due to the
increase patronage in this era. Various advertisements can be broadcasted which can
be easily accessed by everyone.To add, I recommend various firms must publish
transactions in a very common and understandable manner and language in order to be
easily accessed by the publicS

Lastly, It is also recommended that, firms should disseminate information and

communicate to their customers through Facebook and other social media platforms to
ensure effective reach of messages. In addition, we recommend that firms use these
social media sites as a channel for communicating system failures to generate loyal
customers.

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• CONCLUSION,
The main objective of this research is to find the factors
influencing online shopping behavior and find whether
there is a relationship between social media and online . In
this study, based on literature review hypotheses were and
tested using various statistical techniques, Chi-square
test, ANOVA and correlation. Age, education are found to
be influencing online shopping behavior. Shopping
enjoyment,
reduction in time and cost, trust, shopping habits,
convenience, shipping costs, discount deals, wide variety,
comparison facilities, direct interaction, and privacy issues
are found to be influencing attitudes towards online
shopping. Additionally, this research shows that
consumers are willing to shop online despite the risks
involved. The research shows how social media and social
factors influence intention to buy through social media
sites. These findings will be useful to the e-marketers for
effectively targeting their market to enhance their
profitability. To make products globally recognized every
small or big, National or International company needs to
focus and start selling their products online. In which
social media can play a very crucial role so there is a large
scope for apparel marketers and retailers to promote their
products through social media if designed and processed
in the quick, secure and qualitative way. Marketers need to
concentrate properly on the requirements of the e-
Commerce and online tools and techniques to make
wonders and hype their sales.

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 BIBLIOGRAPHY

WEBSITE
http://mscw.ac.in
https://ictactjournals.in
https://google.com
https://opean.ai

BOOKS REFERENCE
M. E. Porter, Competitive Strategy(New York: Free Press, 1980)

A. D. Chandler, Strategy and Structure (Cambridge, Mass.: MIT Press, 1962)

O. E. Williamson, Markets and Hierarchies(New York: Free Press, 1975);

L. Wrigley, Divisional Autonomy and Diversification (PhD, Harvard Business School, 1970)

R. E. White, Generic Business Strategies, Organizational Context and Performance: An Empirical

Investigation, Strategic Management Journal7 (1986)

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