DEMYSTIFYING THE EFFECT OF SOCIAL ENJOYMENT IN SHOPPING BEHAVIOR FOR ELECTRONIC PRODUCTS: A APPROACH TO UNDERSTAND INFLUENCERS MARKETING
DOI:
https://doi.org/10.29121/shodhkosh.v5.i4.2024.4093Abstract [English]
The paper focuses on the significance of influencers and how they promote their videos. Social enjoyment is studied in the study which is derived after watching the videos of the influencers on social media platforms. The videos on electronic products create a positive attitude towards the product and consumers think of buying it.
Design/ Research Methodology/ Approach: Purpose sampling is used to carry out research, and the study is carried out using Structural Equation Modelling through PLS-SEM. To carry out research, a Structured Questionnaire consisting questions on the customer's demographic profile in the initial questions is used. Later to study the behavior effect, a 5-point Likert scale is used for the same.
Findings: The study states that social enjoyment is an essential element in the digital era to create a positive attitude and thereby an intention to purchase electronic products in the e-commerce industry. The study also shows the moderating effect of trust, impression, and attitude on electronic products in e-commerce platforms. The study highlights the importance of influencers as an effective strategy to attract a greater audience at a minimal cost. It is quite evident that companies now approach influencers because they can retain customers in the long run. Customers socially enjoy the influencer's videos and watch them leading to the creation of positive attitudes and impressions.
Practical Implications: The study specifically highlights the importance of enjoying a video to retain the customer. The element of trust prevails when the customer enjoys the video. This is an effective strategy to promote business products now because people easily relate to and follow the videos of such influencers. Companies should strategize efficiently and plan to effectively use such followers in the expansion of their business.
Originality: The paper is an original piece of work and ensures the data is authentic. The online platforms and social media have enabled the use of such strategies to enhance trust and loyalty of customers.
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Copyright (c) 2024 Aditi Srivastava, Dr. Subhash Kumar Verma, Dr. Pooja Goel
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