IMPACT OF CONSUMER ONLINE BUYING IMPULSE OF SOCIAL MEDIA MARKETING IN VELLORE CITY

Abstract

The aim of the study is to analyses the impact of consumer online buying impulse of social media marketing in Vellore City. The main objective of the study is to identify the Impact Level of online buying behavior of social media marketing. Convenience sampling method was used to collect the data. The size of the sample is 340 respondents in Vellore city. The primary data was collected questionnaire from the respondents of Vellore City. For analyzing the primary data, statistical tools such as, Percentage Analysis, Reliability Statistics, Factor analysis, t-test, F- test, Chi-Square Test and One Sample T Test were used with the help of SPSS Software 21.0. There is no significant association between the impact level of online buying behavior of social media marketing and their demographic variables.