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
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
