Published on: April 2026
‘’STUDY ON EFFECT OF SOCIAL MEDIA MARKETING ON ONLINE PURCHASE BEHAVIOUR OF INDIAN CONSUMERS”
Nikita Gundappa Pawar
Prof. Chetan Neman
Article Status
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Abstract
The research focuses on understanding how factors like content quality, influencer marketing, user engagement, and online reviews affect purchasing behaviour. It also evaluates how trust and brand perception are shaped through social media interactions.
Primary data was collected through a structured questionnaire using Google Forms, with 100 valid responses. The collected data was analyzed using descriptive statistical methods.
The findings indicate that social media marketing significantly influences online purchase decisions. Interactive content, influencer promotions, and positive reviews play a major role in increasing consumer trust and purchase intention.
The study concludes that businesses should adopt engaging, informative, and credible social media strategies to effectively influence Indian consumers.
How to Cite this Paper
Pawar, N. G. (2026). ‘’Study on Effect of Social Media Marketing on Online Purchase Behaviour of Indian Consumers”. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(04). https://doi.org/10.55041/ijcope.v2i4.860
Pawar, Nikita. "‘’Study on Effect of Social Media Marketing on Online Purchase Behaviour of Indian Consumers”." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i4.860.
Pawar, Nikita. "‘’Study on Effect of Social Media Marketing on Online Purchase Behaviour of Indian Consumers”." International Journal of Creative and Open Research in Engineering and Management 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i4.860.
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References
- Nielsen, “Digital advertising trends in India,” industry report,
- Statista, “Social media usage and online shopping behaviour in India,”
- Kotler, K. L. Keller, and A. Chernev, Marketing Management, 16th ed., Pearson Education, 2022.
- Dehghani and M. Tumer, “A research on the effectiveness of social media advertising on consumers’ purchase intention,” Computers in Human Behavior, 2016.
- G. Duffett, “Influence of social media marketing communications on young consumers,” Young Consumers, 2017.
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- •Review follows editorial policy.
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- •Peer Review Type: Double-Blind Peer Review
- •Published on: Apr 28 2026
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