SOCIAL MEDIA ADVERTISING AND ITS INFLUENCE ON THE PURCHASING OF CONSUMER ELECTRONIC ITEMS IN BHUBANESWAR

DOI: https://doie.org/10.10399/APER.2025102311

Authors:

Sudhanshu Sekar Dhir , Dr. Y.S.S Patro , Neha Gupta

Keywords:

Social Media Advertising, Consumer Electronics, Purchasing Behavior, Bhubaneswar, Digital Marketing, Consumer Decision-Making.

Abstract:

This study explores the influence of social media advertising on the purchase decisions of consumer electronic goods in urban areas of Bhubaneswar, Odisha. With the rapid growth of digital platforms, social media has become an integral part of the consumer decision-making process, particularly for electronics such as smartphones, laptops, and home appliances. The research investigates how platforms like Facebook, Instagram, and YouTube shape consumer perceptions, preferences, and purchase intentions. A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews with urban consumers aged 18-45 in Bhubaneswar. The findings reveal that Instagram and Facebook are the most influential platforms, with visual content, product reviews, and discount promotions playing a critical role in driving purchase decisions. The study also highlights the significant impact of influencer marketing and user-generated content on consumer trust, with younger consumers (18-30 years) showing the highest levels of engagement. Additionally, discounts, limited-time offers, and online reviews significantly influence purchase behaviour, especially for high-involvement products like smartphones and laptops. The research concludes by emphasizing the importance of tailored social media advertising strategies for electronics brands targeting urban markets and suggests that brands should prioritize interactive and visually engaging content to maximize consumer engagement and sales in Bhubaneswar

PDF