The impact of social media on impulsive buying behavior: A case study of UMT students
Keywords:
Social Media, Impulse Buying Behaviour, Social Network Marketing, Electronic Word-Of-MouthAbstract
This research aims to investigate the correlation between the impact of social media on the impulse buying behavior of students at the University of Management and Technology in Lahore. The research design used for this study is the Quantitative method. The sample size of the study is 379. Survey questionnaires were distributed among the students in the sample size to collect data. The data were interpreted using SPSS. The result of this investigation indicates a positive and significant impact between social media and impulsive buying behavior in UMT students. Therefore, online brands and marketers should understand the importance of social media for encouraging the online impulsive buying of users.
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Journal of Visionary Philosophers (JVP) follows an open-access publishing policy and full text of all published articles is available free, immediately upon publication of an issue. The journal’s contents are published and distributed under the terms of the Creative Commons Attribution 4.0 International (CC-BY 4.0) license. Thus, the work submitted to the journal implies that it is original, unpublished work of the authors (neither published previously nor accepted/under consideration for publication elsewhere).
