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The Influence of Social Network on Online Purchasing Behavior of Consumers


In present time, almost every person have smart or cell phone. These phone have let them to engage on the social networking sites. Social networking sites have affected our lives to a great extent. There are some positive impacts or some negative impacts of these networking sites. However, at present we cannot manage a single day without the use of such sites. They have become a part of our life. Either it is about booking a taxi, dating someone, ordering food, conferencing or reading or writing something; for every sort of work there are different types of available websites. These online websites also affect the working of companies by influencing the behavior of buyers. In this research study, the focus will be on the effect of social networking sites on the purchasing behavior of the customers.

1.1 Aims of Research

This study focuses on elaborating the information regarding the impact of social networking sites on the behavior of the buyers while having online purchasing. It also focuses on the understanding of consumer’s behavior and their interaction among each other & with the company while online purchasing.

1.2 Objectives of Research

The objectives of the research work follows as:

  • To analyze the buying behavior of the customers while purchasing online.
  • To analyze the impact of social networking sites in influencing the buyer’s behavior.
  • To critically assess the situation when the buyer’s something from online purchasing sites.

1.3 Hypothesis

Depending on the topic of research, following are the hypothesis:

  • Excess use of social networking sites by the customers.
  • Less or no use of social networking sites by the customers.

Literature Review

Theories and models will be discussed in this chapter which will help the researcher to conclude the topic of the research. There are different models and theories that are proposed to judge the buyer’s behavior. This information will help to know that how social networking sites affect the buyer’s behavior.

2.2 Effect of social networking on consumers behavior:

People use online social networking sites to remain in touch with their loved ones. Online social sites include Facebook, Twitter,  etc. To run with the pace of technology, companies are launching their online websites, profiles & pages on such social networking sites or Somerset other companies are advertising themselves on the social sites to attract the customers. It is now easy for the customers also to buy their desired products online and pay online as it won’t waste their time and energy while going out for shopping. The trend of online has also increase the competition among the online companies. People now have variety of choices or items to choose from.

2.3 Importance of social networking on e-shopping

On the social networking sites, there is a part of page of such sites on which some advertisement always blinks. This attracts the mind of the customers and if they like the product, they can buy the same.

2.4 Summary

In this report, the researcher has carried a discussion on the importance as well as the impact of social networking sites on the behavior of buyers. It also focuses on the change in buyer’s behavior when the are purchasing online and when they are purchasing from some retail shop.

Research Methodology

3.1 Introduction:

For successfully completing any research work, the most important part is research methodology which further helps researcher to collect data while following the ethics and within the limited time period allotted for the research.

3.2 Research approach

Connected models and theories related to the topic of study have been used in this chapter of the research study. Two types of research approach – inductive approach and deductive approach can be used by the researcher for the study of the topic to reach the conclusion.

3.3 Data Collection

There are two types of data collection methods. One is primary data collection method and the other is secondary data collection method. Primary data can be collected by gathering the information from different customers and creating surveys or questionnaire on them. While secondary data can be collected from online websites, books, articles etc.

3.4 Sample Size

The researcher has conducted questionnaire on 100 randomly selected customers from different markets. This sample size will give a direction to the research for successfully completing the research work.

3.5 Ethical Consideration

Ethics are to be maintained by the researcher for the successful completion of the research work. These ethics will help the researcher to raise the standard of his or her research study.

3.6 Limitation

Limitations in this research was the time and the money.

3.7 Summary

In this chapter, the researcher discussed about the research approach and how the data was collected by the different data collection methods. The research was concluded at the end to fulfill the achievement of the research within the limitations.

References List

Bill, R. (2014). Unmanned Aerial Systems (UAS) – Attractive Extensions to Spatial Data Collection Methods. Photogrammetrie – Fernerkundung – Geoinformation, 2014(4), pp.225-226.


Koren, H., Kaminer, I. and Raban, D. (2014). Exploring the effect of reinvention on critical mass formation and the diffusion of information in a social network. Soc. Netw. Anal. Min., 4(1).

Makhitha, K. (2014). Factors Influencing Generations Y students’ Attitude towards Online Shopping. Mediterranean Journal of Social Sciences.

Mowbray, O. (2014). Book Review: Research methods for social workers: A practice-based approach. Research on Social Work Practice, 25(1), pp.174-175.

Nielsen, R. (2014). Action Research As an Ethics Praxis Method. Journal of Business Ethics.

Thomson, R. (2014). Generational research: between historical and sociological imaginations. International Journal of Social Research Methodology, 17(2), pp.147-156.



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