PERSUADING ASPECTS OF ONLINE BUYING BEHAVIOUR: A STUDY OF JAMMU AND KASHMIR

The increased use of social media is altering how companies respond to the needs and desires of their customers and giving them more opportunities to offer their goods and services in a unique and individualised way. The increased use of social media is altering how companies respond to the needs and desires of their customers and giving them more opportunities to offer their goods and services in a unique and individualised way. Keeping this in view a validated instrument is adopted and data were collected 232 social media users from Kashmir region following Judgmental sampling technique. Further, collected data were analysed using multiple regression method through latest version of SPSS. The result of study reveals that overall brand awareness and loyalty significantly (0.05) depend on group of identified dimensions of social media among its users. Further, dimension customization was found to be insignificant among users. While concluding few limitations and future research options were also discussed in the present study.