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Study on impact of socioeconomic makeup of Facebook users on purchasing behavior
| Content Provider | Semantic Scholar |
|---|---|
| Author | Das, Subhankar Mondal, Subhra Sahoo, Kalyan Kumar Nayyar, Anand Musunuru, Kamakshaiah |
| Copyright Year | 2018 |
| Abstract | This study aims to establish whether the socioeconomic factors of Facebook users has a varying influence on their buying decisions after exposing to advertisements on it. The study was conducted on 865 respondents of Odisha (430 male & 435 female) of which 445 were rural & 420 were urban. The data was analyzed by applying linear regression along with MANOVA. Two of the packages namely R base along with diagram were used to perform linear regression and for visualization. The study takes gender, age, education, marital status, residence, occupation & income as socioeconomic factors and these are pitted against study variables like mode of shopping, frequency of purchase, amount spent & types of goods purchase. The study highlights the significant relationship between the socioeconomic factors & these study variables. |
| File Format | PDF HTM / HTML |
| Volume Number | 39 |
| Alternate Webpage(s) | http://revistaespacios.com/a18v39n33/a18v39n33p28.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
