Social media marketing and its impact on customer purchase intention towards handloom products through select web portals

Abstract

Handloom represents cultural heritage of India which is glorious and also prominent in terms of providing livelihood for many people. It acts as a backbone for empowering women as it is dominated more by women. In this regard educating the people about authentic handloom products through social media is a government initiative to promote this sector. Both social media as well as web portals are striving continuously to promote handlooms which in turn can increase sales through virtual platform. The marketing strategies thus form a base for positive customer purchase intention towards handlooms. This research investigates how social media is influencing customer purchase intention towards handloom products through various e-commerce platforms with reference to Bengaluru District. The research was carried out using a structured questionnaire instrument that was distributed to customers who had purchased handlooms online through selected web portals. SPSS version 20 was used to analyze the collected data. To perceive the impact of social media marketing, descriptive analysis and simple percentage, correlation and regression analysis, chi-square test, variance analysis factor analysis, and structural equation model are used.