INFLUENCE Of CONSUMER CHARACTERISITCS ON IMPULSIVE BUYING BEHAVIOUR AMONG COLLEGE STUDENTS

Abstract

Social media has expanded globally with the increase in number of users using social networking sites. The marketing strategy has quickly changed due to the shift from conventional one-way communication to new ways of connecting with the consumers for a greater reach. The rise of social media can be attributed to creation of opportunities for the consumers to connect and communicate with the company at their convenience. Social media enables the consumers to have a successful two-way communication which engages both the company and the consumers. In this context Customer Engagement has emerged as a vital component of modern social media marketing strategy especially in mobile marketing that has created an interest in both marketers and consumers. Companies are facing the challenge of understanding why and how consumers are engaged with mobile applications which is crucial for mobile marketing. The study intends to investigate the various factors that influence Customer Engagement and the resultant effect which urges the consumers to purchase products of a company even when they do not intend buying them. A survey was conducted by circulating a questionnaire to 425 respondents. Weighted mean, correlation, and SEM analysis were used for analysis. The results showed that there exists a positive effect of Consumer characteristics on Customer Engagement leading to increased impulsive buying behaviour among the mobile application users.