Abstract

Online marketing, with the help of internet connectivity, has grown tremendously in recent days and the inclination of youths towards purchasing of products through online is higher than their purchasing rate via traditional pattern. This paper is to find out the factors and components in association with social media platforms which have great effect in the online shopping intentions of youths (students). The researcher has observed in the detailed past studies that E-word of mouth and E-Advertising have significant effect on the youths. By sharing information and experiences on social media purchase intention of consumers are influenced. Convenience sampling technique was applied in collection of data through online and SPSS was used to analyze the data. Reliability and validity of construct and variables was tested and Cronbach�s alpha was applied. ANOVA was used to test the significance link between dependent and independent variables. Results were exhibited that the student purchase intention has significant relation with E-Advertising in their online shopping through various social media platforms. This paper would help in further research by including more variables and constructs and will be better understanding for managerial decisions regarding online marketing strategies.

Description