Influence of social media on online buying behaviour of women with special reference to fashion products

Abstract

Social Media is a powerful tool not only for communicating for personal newlinemeans, but also for businesses. Every company small/big has a presence on social newlinemedia, because it is a trend of late. Through social media the companies can easily newlinerespond and act according to the feedback of the customers. Previously men were newlinemore attracted towards purchasing online, but things have changed. As more number newlineof women have started working, so they have also started buying online because of newlinevaried reasons. For women the trust factor plays an important role in buying a product. newlineAs she becomes a member of Social Media, she gets influenced by her peers in newlinepurchasing products. This study specially focuses on the behavior of women towards newlinefashion products. Fashion can mean anything like apparels, accessories and cosmetics. newlineDue to peer group, offers and discounts, variety chance of purchasing fashion products newlineonline increases a lot. newlineTiruchirappalli has developed a lot since the last five years, so definitely the newlinemeaning of fashion for women has also changed. Keeping in mind this study was newlineconducted taking in consideration the 5 women colleges of Tiruchirappalli city newlinecovering women faculties and women students. newlineThe study was conducted with a sample of 500 women including faculties and newlinestudents. The analysis in the study has been carried out using statistical methods like newlineSPSS and various tests like chi-square, anova, cross tabulation and factor analysis. It newlinewas concluded from the study that women equally purchased apparels, cosmetics and newlineaccessories online. newlineKeywords-Social Media, Online, Women, Apparels, Cosmetics, Accessories. newline