International Journal of Applied Management & Business Utility

Vol. 3 No. 2 Jul-Dec 2015 eISSN: 2348-1382

A Study on Customer Purchase Intention Behaviour through Social

Media Marketing Tools in Pune City
Prof. Vijay Ganpat Dhamore
Research Scholar, R & D Centre, Bharathiar University, Coimbatore and Asst.
Professor, Allana institute of management Sciences, Azam Campus, Pune.411001

Prof. Dr. B. Balaji

Research Supervisor, R & D Centre, Bharathiar University, Coimbatore and
Director (MBA & MCA), Sree Sastha Institute of Engineering and Technology,
Chennai

Abstract
Social networks represent a rich and attractive source of information for a large part of the
population. Based on Social Media Marketing (SMM) environment, this paper discusses the
characteristics of consumer purchase intention on Social Media Marketing tools, analyses the main
factors of Social Media Marketing tools affecting consumer purchase intention, that is, the external
factors and internal factors perception. This study is one of the few empirical studies which have
investigated the adoption of mobile commerce in India, which is considered one of the fastest
growing countries in terms of mobile usage. Several studies have identified the key determinants of
customers‘ intentions to purchase online, as well as the impact of electronic word of mouth (eWOM)
communication on their judgments. the promotion of brands and products through social networks is
less expensive for marketers if compared with traditional media such as television, but at the same
time is very efficient for enhancing consumer loyalty towards the firm, and influencing purchasing
intention, awareness, attitude and judgments The aim of this paper is to explain the antecedents of the
purchasing intention for an academic product in the context of social network communication,
involving research among a sample of 30 students. In particular, the aim of this paper is to explain the
antecedents of purchasing intention of an academic product and to highlight the opportunities and
challenges for the education sector.

Keywords- Social identity, Purchase intention, Social networks, Customer behavior, Academic
learning apps.

1. INTRODUCTION
Mobile market is a broad term used for mobile banking, mobile ticketing, mobile coupons,
purchasing of goods and services using mobile phones. Mobile phones are omnipresent with nearly
70 percent of Indian population owning mobile phones (tele-density of 68 percent, TRAI Data, April
2011). India is the world‘s second largest mobile market and fourth largest internet market. Mobile
value added services (VAS) are services that are not part of the basic voice service offering and are
availed separately by the end-user. Indian mobile VAS industry has evolved from person to person
SMS to mobile TV and mobile commerce over the past decade. While mobile business had limited
success in developed countries, it has seen significant success in emerging economies like Kenya and
Philippines where penetration of formal banking system is low. Considering low banking
dissemination, there is strong potential for mobile commerce in India however actual adoption is less
than 1 percent (World Economic Forum, 2011). Early scholars conclude that mobile marketing
provides marketers with a real opportunity to get a high comeback rate compared to traditional media
(e.g. Woodside and Soni, 1991). Other research findings indicate that around 23% of firms which use
online advertising as a promotional tool have actually attempted to do mobile marketing (Ask,
2006).For successful marketing strategy various factors are influencing on purchase intention. Some
of the factors discussed as below.

1.1 Trust
McKnight et al. (2002) found in their study about E-Commerce that trust was an significant factor
which had a important influence on consumers' meaning to make online transactions. Therefore, it is
expected that in mobile marketing, where the perceived risk and uncertainty is high, trust will
influence consumers' intention to participate in permission based advertising programs.

114
 International Journal of Applied Management & Business Utility
Vol. 3 No. 2 Jul-Dec 2015 eISSN: 2348-1382

1.2. Social Media Marketing

Social Media is link and expertise which used to create sizzling news by Internet users, then connect
and disseminate information each other. Social media marketing (SMM), also known as community
marketing, is a kind of Internet marketing model, it points to realize marketing objectives by
participating in various Social media networks. Social media marketing tools generality includes
micro blogging, blog, SNS, images, videos and so on.

1.3. Customer engagement in brand groups

Customer engagement is defined as ―actions [that] go beyond dealings, and may be specifically
defined as a customer‘s behavioral presences that have a brand or firm focus, beyond purchase,
affecting from motivational drivers‖ (van Doorn et al.,2010, p. 254). It entails the customer‘s
communicating skills with the brand. Customer engagement is sometimes used to indicate the highest
form of loyalty (Bowden, 2009; Roberts and Alpert, 2010), Customers engage in a number of
behaviors that support their bond with the brand, which go beyond the old-fashioned customer
trustworthiness measures, such as Existence of visits, buying behavior, and planned behaviors.
Virtual brand groups used to appear from consumer advantages. Furthermore, many clients engage in
non-interactive actions such as understanding others‘ comments, or lurk, and Shang et al. (2006).
Brand groups on Facebook are categorized by certain special elements associated with other virtual
brand groups that may offer clues to the kind of reliefs consumers are seeking. Economic paybacks
(Gwinner et al., 1998) refer to people joining brand groups in order to gain concessions and time
savings, or to take part in offers.

1.4 Social identity

When users make decisions, they often are showing to other people‘s views. Current advances in
SNSs are creating occasions for members‘ online revelation and their friends‘ revelation. Therefore
the online social encouragement may affect members‘ response to products adopted by their SNS
friends. Kelman (1958) proposed three modes of social influence, including compliance,
internalization and identification. All three modes might have different degree impacts on individuals
depending on the conditions (Cheung and Lee, 2010). In the SNS context, compliance is most
influential on new comer‘s behaviors since the user has no prior usage experience and hence will tend
to rely more on particular norm (e.g. family and close friends) to decide their participation behaviors.
Internalization and identification play more important influences on retained users in determining
their social interaction behaviors with other members (Bagozzi and Dholakia, 2006; Song and Kim,
2006; Cheung and Lee, 2010). Since internalization and identification somehow overlapped at any
point in time, thus, in this study social identity is chosen to cover the two modes of social influence.

1.5 Customer Involvement-

Celsi and Olson (1988) defined participation as a concept of felt involvement, which refers to a
consumer‘s overall subjective feelings of personal relevance. Involvement is a motivational state that
affects the extent and focus of consumers‘ attention and knowledge processes as well as explicit
behaviors, such as shopping and consumption activities (Celsi and Olson, 1988). Richins et al. (1992)
argued the distinction between situational and enduring involvement. Situational involvement (e.g.
purchase involvement) refers to temporary feelings of involvement in a particular situation, whereas
enduring involvement (e.g. product involvement) refers to an individual difference variable that
represents general, long-term concern for a product. Moreover, some involvement measures treat the
product category as a target (Zaichkowsky, 1985), whereas others deal with the purchasing decision,
which refers to the importance of making the right choice within a category (e.g. Mittal,
1989).According to Mittal‘s (1995) comparison of four involvement measures, those concerning the
product are more predictive in terms of product usage and purchase-decision procedures are better at
predicting the extent of information processing. Mittal (1995) further argued that there are only two
involvement concepts: product and purchase involvement, which is effective in forecasting product
usage and consumer choice behaviors, respectively.

115
 International Journal of Applied Management & Business Utility
Vol. 3 No. 2 Jul-Dec 2015 eISSN: 2348-1382

2. RESEARCH METHODOLOGY

2.1. Research Design-

The purpose of this study was to study customer engagement through social networking sites in Pune
city. In short we are focusing on group of PG students from MBA and MCA using Academic
learning apps .Who uses social networking sites to purchase various products like Academic learning
apps. Researchers have adopted qualitative research technique for this study and the survey method
was used.

2.2. Primary Research and Sample Size

Primary research was conducted on a sample size of 180 respondents falling in the age group of 18
years to 35, in the city of Pune, Maharashtra. The respondents were administered a structured
questionnaire.

2.3. Research Questions-

1. Is everyday usage of internet among students is growing?
2. What is the effect of Electronic Word of mouth on purchasing behavior of students?
3. Is Social networking sites are fast and easy way of communication for purchasing of academic
products?
4. Is customer involvement, Social identity Trust are important influencing factors on Purchase
intention by a SNS user?

3. Data Analysis and Interpretation-

3.1 Everyday usage of internet by students (Total-180)

200

150

100
MBA/MCA Students

50

0
Yes No Don’t Know

Yes No Don‟t Know

MBA/MCA 168 10 2
Students
(Total-180)

Fig.3.1 MBA/MCA student‟s internet usage

Figure 3.1 indicates that MBA/MCA students‘ internet usage is growing.

116
 International Journal of Applied Management & Business Utility
Vol. 3 No. 2 Jul-Dec 2015 eISSN: 2348-1382

3.2 Social networking sites usage by Students

Total Daily Social Networking Sites Users (Total 180)

Male students Female students
SNS Users (Total 90) (Total 90)
(MBA/MCA) (MBA/MCA)
Only Facebook 55 45
Only Linkedin 10 20
Only Google + 6 5
Only Twitter 2 3
Only You Tube 5 4
Others 2 3

60

50
Only Facebook
40 Only Linkedin
30 Only Google +
Only Twitter
20
Only You Tube
10 Others
0
Male students (MBA/MCA) Female students (MBA/MCA)

Fig.3.2 Social networking sites usage by Students (Gender wise data)

Figure 3.2 reveals that most used social networking sites are Facebook, Linkedin, You tube and
twitter other sites are relatively less accessed by PG students. Gender-wise data shows Male and
Female involvement in SNS site surfing which indicates that SNS is popular among the PG students.

3.3 What is the effect of Electronic Word of mouth on purchasing behavior of

students?

There is a positive effect of EWOM on purchasing behavior of students.

Yes No Don‟t Know

Positive Effect of EWOM on
purchase behavior of 147 28 5
MBA/MCA Students

160
140
120
100
Positive Effect of EWOM on
80
purchase behavior of MBA/MCA
60 Students
40
20
0
Yes No Don’t Know

117
 International Journal of Applied Management & Business Utility
Vol. 3 No. 2 Jul-Dec 2015 eISSN: 2348-1382

Fig.3.3- Effect of EWOM on purchase behavior of MBA/MCA Students.

From Figure 3.3 shows that students agree about effect of EWOM on purchase behavior. Further they are
getting relevant academic material from these sites easily, which also helps to show a linkage between SNS
effect on Purchase Intention.

3.4 Is Social networking sites are fast and easy way of communication for purchasing
of academic products?

Don‟t
Yes No
Know

SNS sites are easy

123 40 17
way of purchase

140
120
100
80
SNS sites are easy way of
60 purchase
40
20
0
Yes No Don’t Know

Figure 3.4 reveals that SNS sites are the fast and easy way of communication for purchasing products. This
shows and supports that trust is playing an important role in Purchasing through SNS.

3.5. Is Customer involvement, Social identity and Trust important influencing factors
on Purchase intention by a SNS user?
Customer Social
Trust
involvement identity
Factors influencing on purchase
119 38 23
intention.
13%

21%
Customer involvement
Social identity
Trust
66%

Fig.3.5 Factors influencing on Purchase intention

118
 International Journal of Applied Management & Business Utility
Vol. 3 No. 2 Jul-Dec 2015 eISSN: 2348-1382

Figure 3.5 shows that Customer involvement (66 %) is the biggest influencing factor followed by
social identity.

4. KEY FINDINGS
1. Survey analysis shows that social media marketing and modern marketing techniques suit the
Marketing 4 P‘s, Buying Behavior, Online social networking sites role in decision making, customer
involvement, trust ,social identity plays an important role on Purchase Intention.
2. In Social media marketing sites, online presence, site visits is most preferred form of marketing.
3. Through social media networking customers prefer to purchase Academic learning apps. However
some factors like trust needs some more research.

5. RESEARCH CONTRIBUTIONS
This research attempts to provide widespread thoughtful ideas of purchase intention through SNS.
We make several important assistances by merging the existing literature on purchase intention with
a group of customers‘ perceptions of what engages them. Focus on Purchase intention from the
customers‘ perspective to give organizations a better understanding of what engages customers. For a
better customer engagement strategies Involvement of customers is important parameters and further
research is needed.

6. MANAGERIAL IMPLICATIONS
Researchers have been attentive in purchase intention for about a decade and till now. A huge number
of corporations are providing stages for customers to come together. This paper suggests that
researchers need to bring into line their insight of the choice of purchase intention not only with
existing clients. It is precarious for experts to recognize that customers engross with a wide range of
goods, services, and events. Businesses need to generate content that retains customers visiting the
Facebook, You tube location and boosts them to engage also in transactional behaviors.

7. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS

Our investigation is, of course, not free of limitations, which introduce future research options.
Studies on mobile commerce are developing in India. The findings discussed in this paper are based
on a single study targeted at a specific group. Hence, this study suffers from the limitation of size and
geography of the population. Since our research is aimed at the social networking sites and its role in
purchase intention in Pune city. However, future research should discover the degree to which these
results and suggestions are reasonable and generalizable with a larger probability sample. Future
research should focus on thoughtful elements of SNS and its factors to help experts build customer-
focused engagement tactics from a customer perspective. Exploration should discover which scopes
are most effective with which customer bases. As organizations get more savvy with social media
choices, the range of ways to cooperate with the customer (e.g., with Twitter, LinkedIn, Facebook)
and for customers to relate with one another relative to the brand are enormous. There is also a need
to study customer involvement performances across all the channels that customers use to engage
with a stable.

8. SCOPE FOR FUTURE RESEARCH

Similar research can be conducted in other geographical areas and groups.

9. REFERENCES
i. Taylor, S. and Todd, P.A. (1995), ―Understanding information technology usage: a test of competing
models‖, Information Systems Research, INFORMS, Vol. 6 No. 2, pp. 144-76.
ii. Moore, G.C. and Benbasat, I. (1991), ―Development of an instrument to measure the perceptions of
adopting an information technology innovation‖, Information Systems Research,INFORMS: Institute
for Operations Research, Vol. 2 No. 3, pp. 192-222.
iii. The digitization of word of mouth: Promise and challenges of online feedback mechanisms, Dellarocas,
Chrysanthos,Management Science; Oct 2003; 49, 10; ABI/INFORM Global,pg. 1407.
iv. Akhter, S. H., and Durvasula, S. (1991). Consumers' Attitudes Toward Direct Marketing and Purchase
Intentions: An Empirical Investigation. Journal of Direct Marketing, 5(3), 48-56.
v. Anckar, B., and D'Incau, D. (2002). Value creation in mobile commerce: findings from a consumer
survey. JITTA:Journal of Information Technology Theory and Application, Vol. 4, l, 43-65.

119
 International Journal of Applied Management & Business Utility
Vol. 3 No. 2 Jul-Dec 2015 eISSN: 2348-1382

vi. Bagozzi, Richard P. (1995), ―Reflections on Relationship Marketing in Consumer Markets,‖ Journal of
the Academy of Marketing Science, 23 (4), 272–277., and Utpal M. Dholakia (2006), ―Antecedents
and Purchase Consequences of Customer Participation in Small Group Brand Communities,‖
International Journal of Research in Marketing, 23 (1), 45–61.
vii. Gefen, D. (2000), ―E-commerce: the role of familiarity and trust‖, Journal of Management Science,Vol.
28, pp. 725-737.
viii. Goodman, P.S., Fichman, M.F., Lerch, J. and Snyder, P.R. (1995), ―Customer-firm
relationships,involvement and customer satisfaction‖, Academy of Management Journal, Vol. 38,pp.
1310-1324.
ix. Gremler, D.D. and Gwinner, K.P. (2000), ―Customer-employee rapport in service
relationships‖,Journal of Service Research, Vol. 3, pp. 82-104.
x. Mitchell, V. (1999), ―Consumer perceived risk: conceptualizations and models‖, European Journal of
Marketing, Vol. 33, pp. 163-195.Ndubisi, N.O. and Wah, C.K. (2005), ―Factorial and discriminant
analyses of the underpinnings of relationship marketing and customer satisfaction‖, International
Journal of Bank Marketing, Vol. 23, pp. 542-557.

120