Effect of product characteristics of social media platforms on students purchase decision

Abstract

Social media has rapidly transformed into a vibrant marketplace, shaping how people, especially social media has rapidly transformed into a vibrant marketplace, shaping how people, especially social media has rapidly transformed into a vibrant marketplace, shaping how people, especially. Social media has turned into a vibrant marketing place shaping the college students in making purchasing decisions. In todays competitive market, product characteristics play a significant role in purchase decision among the customers. This study examines the influence of product characteristics of social media platforms on the students purchase decision. Students being a price-sensitive and trend conscious segment, often consider multiple factors before purchasing products. This study focuses on key influences such as product choice, brand choice and dealer choice. Using a quantitative approach, the research gathered insights from 100 students through a validated questionnaire administered via Google Forms. Tools such as correlation and multiple regression analysis are employed to analyse the data. Findings highlight the convenience and product visibility about brand choice, product choice and dealer choice play a significant role in shaping students’ buying choices. The preferred shopping platforms showed only modest correlations, they were statistically significant. Notably, the study found a strong link between the product characteristics of products on social media and students purchase decision. This study provides useful insights for the marketers and retailers to design effective strategies targeting the students segment.