Investigating the Influence of Social Media Marketing on the Purchase Intentions of Working Women

Abstract

Social media is used widely in every field nowadays. Social media can be a useful marketing tool for companies, providing a variety of options and advantages to both consumers and organisations. Social media usage and popularity have grown, and as a result, social media has become a crucial part of the contemporary marketing strategy. Because these individuals choose social media groups with similar lifestyles, Social Media Marketing (SMM) benefits businesses as well as consumers. This study investigates the impact of SMM on working women’s purchase intention. A conceptual model was proposed based on the five factors (Performance expectancy, Effort expectancy, Social influence, Facilitating conditions, and Hedonic motivation) of the Unified Theory of Acceptance and Use of Technology (UTAUT2) and one factor (Attitude) from the Theory of Planned Behaviour (TPB). The questionnaire was used to gather data from 324 working women of Delhi-NCR. The Key findings from Structural Equation Modelling (SEM) provided strong evidence for the validity of the current model and the significant impact of performance expectancy, effort expectancy, social influence, and attitude on the purchase intentions of Delhi-NCR working women. Hedonic motivation and facilitating conditions were determined to be insignificant. Hopefully, this study will offer a variety of theoretical and managerial implications for how social media marketers can efficiently execute their strategies.

Keywords: Social Media Marketing, Working Women, Purchase Intention

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