Connecting Youth's Purchase Decision Process via eWOM to Companies ’social Media Action Plan

A study was conducted on 300 college students pursuing technical courses (mainly Engineering and Management) from Gujarat Technical University affiliated colleges in Ahmedabad and Gandhinagar who were social networking sites (SNS) users. Convenience sampling was used. The structured online questionnaire was developed and administered via mail and social network profiles. Various statistical tests like chi-square, factor analysis etc. were performed using SPSS software. Many target points were identified which influenced one's social networking sites usage and consequently their purchase behaviour. When it comes to purchase decisions, students prefer to search product information online via search engines/company websites, consumer reviews, ratings, expert opinions as well as opinions from friends and family. Strong ties were found to trigger increased SNS usage thus generating further interactions. Also the social networking sites usage pattern was found to have positive correlation with number of online communities in one's networks. Students use social networking sites mainly for socializing and connecting with others. They also used it as a medium for keeping up to date via networking because of which they prefer to join their friends’ groups and hobbies communities where they can interact with likeminded people. Gender wise influence on purchase decisions was seen across some product categories. Females were more influenced in purchase decisions for Sports, Media and Entertainment category while it was Electronics and Household Appliances category for males.

This paper highlights the findings of the study and how it can be integrated into a company's action plan on social media; by harnessing electronic word of mouth (eWOM) amongst young consumers