Social Media as Information Source
• Most used info sources are SM’s like- Facebook, Linkedin, Twitter,
• More than 2.3 million searches every sec.
• Available 24*7*365 around the globe.
• 4.5 billion likes generated daily as of May 2015.(67% rise since
• 29.7% of users-Age 25 to 34 is the most common age demographic.
• Highest traffic occurs mid-week between 1 to 3 pm.
• Photo uploads total 300 million per day. (e.g. Vijayawada’s Best DPs)
• Average time spent per Facebook visit is 20 minutes.
• 16 Million local business pages have been created as of May 2015
which is a 100 percent increase from 8 million in June 2014.
• 50% of 18-24 year-olds go on Facebook when they wake up.
• More than 50 Facebook pages in Vijayawada for Online commerce.
Importance of the study
• Present marketing trends
• Latest technological innovations (e.g.. slide &
• Green Marketing practice
• Data analytics and Cloud computing
• Vijayawada as the growing business hub
• Capital city of Andhra Pradesh
• Narrowcasting of communication
Limitations of the study
• Limited Geographical area of study
• Small sample size of 200
• Biased & incomplete responses
• Language Barrier
• Lack of Awareness
• Time Constraint
• Literature Review
• Research problem
• Objectives of the Study
• Hypothesis formulation
• Research design
• Statistical methods
Article No. Research Title Author(s) Published In/On
1 E-marketing and the
Consumer decision making
Neha Jain April, 2014.
2 The impact of Online Social
Networks on Consumer
Purchasing decision - The
study of food retailers
Ayda Darban, Wei Li June, 2012
3 Social Media and its Impact
on Consumers Behavior
Elisabeta Ioanăs, Ivona
International Journal of Economic
Practices and Theories, Vol. 4, No. 2,
2014, Special issue on Marketing and
Business Development, e-ISSN 2247–
4 An Analysis of the Social
Media Influence on the
online buying behavior of
Mrs Smita Dayal ISBN no. 978-81-923211-8-9
_AIS/INDEX.HTM, January, 2016
5 Information Sources for
Two-wheeler Purchase: An
Analytical Study with
Special Focus on
Malappuram District of
K. P Najeemudeen1, N.
Universal Journal of Industrial and
Business Management 4(2): 59-70, 2016
SOP: ‘Do people of Vijayawada rely and believe
on the information available on the Social
Media for Buying Decisions?’ is the question of
this study which is to be answered in the
conclusion of this quest.
Objectives of the study
• To find out if Customers of Vijayawada
rely/trust on SMI for buying decisions or not.
• To study the qualitative factors of SMI which
makes SMM effective and reliable.
• To analyse the demographic & economic
aspects that influences the Customer Buying
• Null hypothesis (H0): The customer purchasing
decision in Vijayawada is reliant on the SMI.
• Alternative hypothesis (H1): The customer
purchasing decision in Vijayawada is not
reliant on SMI.
• Both primary and secondary data are used in
this descriptive study.
* Primary: Questionnaire Survey
* Secondary: Published researches ,
Books & Internet
Sampling technique: Convenience sampling
Sample size: 200 people of Vijayawada
• Time frame of the study: Oct-Nov 2016
• Location for Study: Vijayawada.
• Data collection: Questionnaire via Social
Media ,Emails, Google forms, Linkedin.
• Measuring tool: 5 point Likert scale
• Questions type: Close Ended
• Statistical methods: SPSS, Frequency,
Percentage, Chi-Square test, Bar graph.
3. Statistical Evaluation
• The demographic questions reveals the
followings: AGE (Independent variable):
* 71% respondents - 16-25 years age class
* 21.5%- 26-35 years
* 5.5% - 36-45 years
* 3% - dependent & old class.
• Gender (I.V.): 73% male & 27% female, 21%
female & 50% male - youth class, 6% female &
21% male – Adult class, 3.5% female & 4% male
– dependent old class.
*Doctorate-3%, *PG-52.5%, *UG-34%
*Intermediate-7.5%, SSC-0.5%, Other-2.5%
• Income levels (Monthly):
*Less than Rs.10,000=18%
*Rs.70k n above=11%
*None = 40.5%
4.Aftermaths of the Pursuit
Intentional use of E-commerce for Purchase:
* 20 Female-Agree & 1F-Disagree
* 68 Male-Agree & 6M-Disagree
* 12 female- Strly agree & 0F- Strly disagree
* 28 male- Strly agree & 1M- Strly disagree
* 21F-Neutral & 42M-Neutral
Frequency of Purchase
• Daily – 2% female & 1.5% male
• Weekly - 3% female & 14% male
• Fortnightly – 3% female & 6.5% male
• Monthly- 19% female & 50.5% male
• Other – 0% female & 0.5% male
Reliance on SMI for Buying
• Strongly Agree- 13%
• Strongly Disagree- 3.5% only
Social Media used & preferred to
seek information for buying
• E-commerce websites-9%
Features of Social Media impacting
the Buying Decisions
Types of Reviews seen about
Products/services on Social Media
• Never consider-16.5%
Judiciousness of Purchase decisions
made using SMI
• Strongly Agree-18.5%
• Strongly Disagree-1.0%
Cost-Benefit Value expectations
seen by Online purchases
Recommendation to believe in SMI
for Purchase decisions
• 7 chi-square tests of different variables verified the acceptance of
null hypothesis (H0).
• Reliance on SMI: SA-13%, A-40%,N-36.5%,D-7%,SD-3.5%.
• Recommendation of SMI for Purchase decisions: 55.5%
respondents & only 7.5% don't recommend.
• C-B-V expectations met by P/S bought using SMI is positive &
satisfying for 52.5% while only 7.5% are negative.
• Frequency of online purchases and clicking the links, emails, popups
and posts of Promotion Campaigns have impressive influence on
• Facebook is being preferred as most reliable and accessible SMI
source as 41.5% of the sample use and follow it.
Hence, this study implies that Customers of Vijayawada do
rely/believe/use/trust/recommend the SMI for making the purchase
decisions for both offline/online purchases/sells(commerce).