Social Media Advertising: A Study of Consumer Behaviour (Sproles & Kendell CSI Model)

  • Priyanka Mavi, Prof. N.V. Narasimham

Abstract

The research tries to investigate the impact of social media advertising on consumers purchase intentions while purchasing foot-wears. A self-designed questionnaire was used to collect data from 273 active social media users. Based on the Sproles&Kendell consumer style inventory (CSI) model, the consumers behaviours shown by the respondents while purchasing footwear was divided into eight broad categories. Afterwards it is studied how the purchase intention of these categories of consumers are affected by social media advertising. The result showed that few categories of consumers were positively affected by social media advertising while purchasing footwear while others were not affected at all.

Keywords:- Social media advertising, online behaviour, footwear industry, Sproles & Kendell CSI model

Published
2019-11-21
Section
Articles