Explore –Journal of Research

                                    Peer Reviewed Journal

     ISSN 2278–0297 (Print)

                                                                                                ISSN 2278–6414 (Online)

                Vol. XIV No. 2, 2022

© Patna Women’s College, Patna, India

                                                         https://patnawomenscollege.in/explore-journal-of-research/

Social Media Marketing for E-commerce Shoppers’ Decision making

•  Apoorva Raj               •  Anshuman

Received                                   : April 2022

Accepted                                   : May 2022

Corresponding Author   : Apoorva Raj

Abstract : Social commerce is quickly growing worldwide, spawning new and improved business models for conducting e-commerce. Online networks can provide new ways for customers to find items, exchange product preferences, and provide feedback that impacts the purchase decisions of other members. This study aimed to look at how viral marketing and perceived ease of use influence online purchase decisions. This quantitative study employs a non-probability sampling approach with a judgmental

sampling strategy. Questionnaires were used to obtain data from 110 respondents. The Likert scale was used to measure the variables in this study, which was analyzed using multiple linear regression. The findings indicate that viral marketing and perceived ease of use significantly impact online purchase decisions.

Keywords : E-marketing, social media marketing, Purchase decision, Decision Making, Classification.

Apoorva Raj  

MCA

Amity University Patna (India)

Email-id: apoorv.vardhman@gmail.com

Anshuman

Assistant Professor – IT,

Amity University Patna (India)

Email-id: aaryaa@ptn.amity.edu