EXPLORING SOCIAL MEDIA USERS BEHAVIOUR AND PERCEIVED VALUE IN ONLINE SHOPPING. -THE STUDY OF PUNJAB

Abstract

This research examines the impact of social media on online shopping behavior, emphasizing how reviews and recommendations influence consumer purchasing decisions. The study was conducted across five major cities in Punjab—Ludhiana, Amritsar, Patiala, Jalandhar, and Mohali—through a survey of 500 respondents. A structured 14-statement questionnaire was used to assess the extent to which social media affects shopping habits. The analysis also explores demographic differences, revealing that income plays the most significant role in shaping purchasing choices, while age and gender exhibit varying degrees of influence. The results underscore the growing importance of social media in driving online shopping trends and highlight the need for businesses to develop targeted marketing strategies that consider demographic factors such as income and age. This study provides valuable insights for businesses looking to optimize their digital marketing efforts and leverage social media platforms to enhance consumer engagement.