Analyzing The Effects Of Social Media Marketing On E-Commerce Purchases In Ahmedabad

Abstract

The influence of social media marketing on consumer purchasing decisions within the e-commerce sector in Ahmedabad is examined in this study. Utilizing a survey-based approach, data were collected from 223 respondents and analyzed using descriptive statistics, Chi-Square tests, and ANOVA to assess the relationship between social media platforms, demographic factors, and their impact on purchasing behavior. The findings reveal that Instagram and Facebook are the most influential platforms, significantly affecting consumer purchasing decisions. Additionally, demographic factors such as age, gender, and income level play a crucial role in the effectiveness of social media marketing. Younger consumers, females, and higher-income individuals are more likely to be influenced by social media marketing. These insights suggest that e-commerce businesses in Ahmedabad should tailor their social media marketing strategies to target specific platforms and demographic segments to enhance engagement and conversion rates.