2025, Vol. 6, Issue 1, Part C
Influence of social media on women consumers’ buying decision about beauty products in Balangir town
Author(s): Purba Parimita Sahu, Arjuna Kumar Maharana and Priyabrata Panda
Abstract: The study focuses on analysing the influence of social media on women consumers buying decision about beauty products in the context of Balangir town. For this study, a structured questionnaire has been framed for collection of primary data. We have collected data from 307 female respondents of Balangir town by conducting online survey using google form. The study uses Factor analysis and Regression to analyze the influence of social media on women consumers buying decision about beauty products using IBM SPSS software and Microsoft Excel. The study provided insight into how people are consuming, analyzing, and choosing information from social media before making a purchase. The study finds that enhancing content quality and reviews significantly boosts buying behavior, while social media's impact is positive but not statistically significant. Compelling content and positive reviews drive customer trust and purchasing decisions.
DOI: 10.22271/27084515.2025.v6.i1c.461
Pages: 208-214 | Views: 106 | Downloads: 45
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How to cite this article:
Purba Parimita Sahu, Arjuna Kumar Maharana, Priyabrata Panda. Influence of social media on women consumers’ buying decision about beauty products in Balangir town. Asian J Manage Commerce 2025;6(1):208-214. DOI: 10.22271/27084515.2025.v6.i1c.461
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