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International Journal of Advanced Scientific

e-ISSN: 2395-6089
Research & Development
Vol. 03, Spl. Iss. 03, Ver. I, Sep 2016, pp. 81 87

p-ISSN: 2394-8906

Purchase Intention of College Students through Social Media

M. THARA KESWARI
Asst. Prof., Department of Accounting & Finance, Anna Adarsh College for Women, Chennai.

Dr. A. S. SARANYA
Associate Professor, Department of Commerce, Ethiraj College for Women, Chennai.

ARTICLE INFO

ABSTRACT

Article History:

Social media serves as a powerful tool to Communicate

about a companys brand to the people especially the
younger generations. This paper analyzes the effect of
social media marketing on Brand Equity and CRM in terms
of purchase Intention among College students in Chennai.
The purpose of the study is (1). To examine the dimensions
of social media marketing, CRM and brand equity and
customers Purchase intention. (2). To analyze the influence
of social media marketing (SMM), Brand Equity and CRM
in the purchase Intention of customers in garment brands.

Received: 23 Sep 2016;

Accepted: 23 Sep 2016;
Published online: 28 Sep 2016.

Key words:
Social Media Marketing
(SMM),
Customer Relationship
Management (CRM),
Brand Equity (BE),
Purchase Intention (PI).

JEC Classification:
Copyright 2016 IJASRD. This is an open access article distributed under the Creative Common Attibution
License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original
work is properly cited.

INTRODUCTION
In the current scenario, there is tremendous growth among youngsters in using
Social media to communicate and engage socially. With the dramatic change in the
media landscape online social networking sites such as Face book, Twitter, You-tube etc,
have significant impact on Customers life. As Technology continues to grow, business
no longer relies on traditional media to attract and catch new customers. Social media
provides opportunity for business to build their brands by providing relevant
information to the people about product or services. So it becomes vital for all
organizations to market their brand through Social networking sites. Social Media
Marketing resulting in expanding online customer base has given rise to social
commerce.

How to cite this article: Keswari, T. M. & Saranya, A. S. (2016). Purchase Intention of College Students through
Social Media. International Journal of Advanced Scientific Research & Development (IJASRD), 03 (03/I), [Special Issue
Sep 2016], pp. 81 87.

Emerging Innovative Strategies in Business Creating a Competitive Edge | Organized by PG

Department of Banking & Insurance Management and Department of Bank Management,
Ethiraj College for Women (Autonomous), Chennai 600 008.

1.1 Review of Literature

Most organization use social media to reach out to millions of new and existing
customers. Social media acts as the interactive media for communication, marketing,
and public relations. Gaurav Seth (2012) in this article tries to find out the impact of
social media on consumers perception towards purchase decisions and brand loyalty.
Consumers believe in sharing feelings, thoughts, and opinions of peer groups,
friends, and fellow consumers. (Bruhn et al, 2012)
The information available on Social media has positive influence on Brand
equity, loyalty, and perceived quality leading to customers positive purchase Intention.
The research reveals that customers rely on the opinion of friends, family, and society.
This plays an important role in building brand credibility and trustfulness. (Schivinski
and Dabroaski, 2013)
Social media provides financial benefits to companies and it increases business
performance. Attracting and retaining customers and growing relationship with
customers are always important for the business. Companies which realize the present
trend can compete and improve their market position. (Nil Woodcock and Andy green
2010)
Purchase intention is defined as An urge created in the consumers mind to
purchase a Brand. It helps to find out the consumers willingness to purchase. (Haley &
Bollinger 2000)
Social media like Face book and Twitter becomes very important communication
network amongst youngsters used to create Brand Awareness and WOM, which attracts
more customers and increases brand loyalty. Textile industries are now advertising
their brands on social media sites to influence purchase intention and increases Brand
equity.
1.2 Need for the Study
Social media is emerging as a more flexible tool for transferring information and
communication between organizations and their customers. Customers to educate each
other about brands accept social media as a new source of online information, which
initiated, circulated, and used. Customer relationship is a valuable asset in building
strong brand equity. Therefore the purpose of the study is to find out the attitude of
younger generations in the use of social media in building relationship enhances brand
equity leading to purchase intention of garments.
1.3 Objectives of the Study
To examine the dimensions of Social Media Marketing (SMM), Customer
Relationship Management (CRM), and Brand Equity (BE) and customers
purchase Intention (PI).
To analyze the relationship between Social Media Marketing & Customer
Relationship Management; Social Media Marketing & Brand Equity; Customer
Relationship Management & Purchase Intention; Brand Equity & Purchase
Intention; and Social Media Marketing and Purchase Intention.
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Purchase Intention of College Students through Social Media

1.4 Hypotheses
H01 - There is no significant relationship between Social Media Marketing and
Customer Relationship Management.
H02 - There is no significant relationship between Social Media Marketing and
Brand Equity.
H03 - There is no significant relationship between Social Media Marketing and
Purchase Intention.
H04 - There is no significant relationship between Customer Relationship
Management and Purchase Intention.
H05 - There is no significant relationship between Brand Equity and Purchase
Intention.
RESEARCH METHODOLOGY
A standardized questionnaire had been used to collect primary data from 50
college students in Chennai by adopting convenience-sampling technique. 19 statements
were measured on 5 point Likerts scale ranging from 5 Strongly Agree to 1 Strongly
disagree. The focus of the questionnaire is about the respondents purchase information,
loyalty with brands and its influence on social media and purchase decisions. First part
of the questionnaire measures SMM and the second part dealt with Brand Equity, third
part measuring CRM followed by Purchase Intention in the fourth part. Weighted Mean
scores and Correlation are the statistical tools used adopted for the study to find out the
relationship between variables
CONCEPTUAL MODEL OF THE STUDY
The present study has considered the research models from earlier studies viz,
Mirza Ashfaq Ahmed, Zahra Zahid (2014)
3.1 Model for Purchase Intention

ANALYSIS AND INTERPRETATION

Percentages have been calculated to examine the demographic profile of the
students with regard to Gender, Age, Area, Education, and Monthly Family Income of
Students is depicted in the Table 1 below:
83

Volume 03, Special Issue 03, Version I | 28th September 2016

Emerging Innovative Strategies in Business Creating a Competitive Edge | Organized by PG

Department of Banking & Insurance Management and Department of Bank Management,
Ethiraj College for Women (Autonomous), Chennai 600 008.

Table - 1: Profile of Respondents

Characteristics

Categories

Percentage

Gender

Female

100

Age

18-25

100

Urban

94

Rural

Area
Education
Monthly
Family Income

UG

100

Below 25000

36

25000-50000

30

50000-75000

16

75000-100000

18

Source: Primary Data

From the above table, it is evident that all the respondents are Female (100%)
within the age group of 18-25 years pursuing their under graduation program. Out of
which 94% of them living in urban area and 6% in rural area. 36% of respondents
Monthly family income is under Below 25000, 30% belongs to 25000-50000 income group
and 16% falls under 50000-75000 income category and finally 18% comes under the
75000-100000 group
Table 2: Social Media Marketing
S. No.

Statements

Weighted Mean

I like to use social media to increase my knowledge

about the brands performance.

4.24

I am satisfied with the social media marketing for

garment brands.

4.02

The social media marketing for garment brands is

very attractive.

4.54

The level of feedback generated on social media sites

(of garments brands) by other users meets my
expectations.

3.70

Source: Primary Data

From the above table it is ascertained that three out of four statements
measuring social media marketing have weighted score more than 4 indicating the
social media marketing for garment brands is very attractive (4.54) and satisfactory
(4.02) and it increases the knowledge about the brand performance (4.24) helps to
measures the level of feedback generated on social media sites by other users also meets
expectations (3.70) of the respondents.
Table 3: Brand Equity
S. No.

Statements

Weighted Mean

Before purchasing garments, I use to search about

them on social media.

4.06

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Purchase Intention of College Students through Social Media

2

I get awareness about garments brands from/by using

social media.

4.10

I am satisfied with social media communication for

the garments brands.

3.98

I like to pass/generate positive word of mouth on

garments brands, products, and service in social
media sites.

4.16

Source: Primary Data

With regard to Brand Equity, the highest weighted mean score of 4.16 reveals
that the students like to generate positive WOM about garment brands products and
services in Social media sites. Because of the awareness about the garment brands from
social media (4.10) and searching for information on Social media sites before
purchasing garments (4.06), are statements measuring brand Awareness component of
Brand Equity. The least weighted mean score of 3.98 shows that the students are
satisfied with Social media communication of Garment brands
Table 4: Customer Relationship Management
S. No.

Statements

Weighted Mean

If I am satisfied with the brand, I will be more willing

to engage in generating positive word of mouth.

4.36

I am satisfied with that garment brand that cares

about my preferences.

4.02

If the garments brands were providing customized

services through social media, this would increase my
loyalty towards that brand.

4.02

I prefer to buy that garment brand to which I am

emotionally engaged.

4.02

Source: Primary Data

All Statements pertaining to CRM have Weighted mean scores more than 4
revealing positive CRM strong emotional attachment and customer care aspects for
enhanced relationship has the highest Weighted Mean Score of 4.36 shows that the
respondents are satisfied with the brand and are therefore more willing to generate
positive word of mouth about the brand in social media sites. I prefer to buy that
garment brand to which I am emotionally engaged has secured a highest mean score of
4.02 and if the brand provides customized services then the loyalty increases (4.02), are
the two statements measuring emotional attachment towards a brand and satisfied with
the brand that cares about their preferences (4.02). Thus, all the above statements
indicate strong Customer Relationship Management.
Table 5: Purchase Intention

85

S. No.

Statements

Weighted Mean

If I trust a particular garments brand, my purchase

intention increases.

3.98

I always prefer to buy my favorite garment brand

instead of any other brand, even if they are the same.

3.96

If there is another brand as good as the garment

3.94

Volume 03, Special Issue 03, Version I | 28th September 2016

Emerging Innovative Strategies in Business Creating a Competitive Edge | Organized by PG

Department of Banking & Insurance Management and Department of Bank Management,
Ethiraj College for Women (Autonomous), Chennai 600 008.
brand that I prefer, I would buy that garments brand
to which I have more strong relations.
4

I can quickly recognize the good garment brands

among other competing brands.

3.76

Positive opinion about a brand would increase my

purchase desire towards that garment brand.

4.08

There is a strong likelihood that I will purchase that

garments brand to which I am more loyal.

3.96

I am influenced by those garments brands, which are

purchased by my friends.

3.76

Source: Primary Data

The seven statements relating to purchase intention is measured based on Fivepoint scale ranging from strongly agree -5 to strongly disagree-1. All the seven
statements have Weighted Mean scores of above 3.76 indicating strong purchase
intentions based on Trust, Loyalty, strong relationship with a brand, instant recognition
of a brand, the opinion about a brand and influence of friends.
4.1 Correlation
Correlation Analysis is used to find out the relationship between Social media
and Brand Equity; Social media and Customer relationship management; Brand Equity
and Purchase Intention; Customer Relationship management and Purchase intention.
Table-6
S.No.

Dimensions of Relationship

Karl Pearsons
Coefficient of
Correlation

Social Media Marketing and Customer Relationship

Management

.440**

Social Media Marketing and Brand Equity

.430**

Customer relationship Management and Purchase Intention

.472**

Brand Equity and Purchase Intention

.608**

Source: Primary Data

** indicates Correlation is significant at 0.01 level (2-tailed)
The results reveal that there is a significant positive relationship between Social
Media and Brand Equity (r=.430**) and between Social Media Marketing and Customer
Relationship Management (r=.440**); Brand Equity and Purchase Intention (r=.608**);
Customer relationship management and Purchase Intention (r=.472**) at 1%
Confidence level.
CONCLUSION
Todays world is consumer oriented. All business organizations have to provide
products and services that satisfy the needs of the consumers. Due to the rapid growth
and development in the field of technology, the emergence of social media arises and it
plays a major role in influencing people towards CRM, Brand equity and Purchase
Intention.
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Purchase Intention of College Students through Social Media

This study examines the purchase Intention of college students through Social
media in Chennai. To meet the purpose of the study objectives are framed, percentage
analysis, weighted mean scores and correlation is used to find out the relationship
between Social media, CRM, Brand equity and purchase intention. Findings of the
research reveal that Social media marketing positively influence CRM and Brand equity
leading to purchase intention. Customers purchase intention increases when customer
has the awareness about the brand, which satisfies their needs and the satisfaction
leads to Word of mouth enhances customers purchase intention.
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