Impact of Social Media Marketing Towards Online Purchase Decision

ABSTRACT

The main aim of this study is to determine the impact of social Media Marketing construct on online purchase decision and also aim to explore and confirm social media marketing construct on online purchase decision. Data were collected of 496 social Media Users for products purchasing like furniture, jewelleries, electronic, Software/hardware, Home Appliances in Madhya Pradesh. Proposed Research Model of Social Media Marketing construct impacting online purchased decision were tested of Structural Equation Model Using AMOS 21.The Findings showed that social community, promotional usefulness, social publishing, social commerce and security social media construct have positive effect on purchase decision.

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