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A Study to Analyze the Change in Consumer Behavior towards Luxury Goods among students when exposed to Social Media Marketing with specific reference to Wrist Watches

A. Loya1 , S. Ubeja2 , P. Jain3 , S. Acharya4 , Pooja Bhosle5

Section:Research Paper, Product Type: Journal Paper
Volume-06 , Issue-09 , Page no. 67-73, Nov-2018

CrossRef-DOI:   https://doi.org/10.26438/ijcse/v6si9.6773

Online published on Nov 20, 2018

Copyright © A. Loya, S. Ubeja, P. Jain, S. Acharya, Pooja Bhosle . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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IEEE Style Citation: A. Loya, S. Ubeja, P. Jain, S. Acharya, Pooja Bhosle, “A Study to Analyze the Change in Consumer Behavior towards Luxury Goods among students when exposed to Social Media Marketing with specific reference to Wrist Watches,” International Journal of Computer Sciences and Engineering, Vol.06, Issue.09, pp.67-73, 2018.

MLA Style Citation: A. Loya, S. Ubeja, P. Jain, S. Acharya, Pooja Bhosle "A Study to Analyze the Change in Consumer Behavior towards Luxury Goods among students when exposed to Social Media Marketing with specific reference to Wrist Watches." International Journal of Computer Sciences and Engineering 06.09 (2018): 67-73.

APA Style Citation: A. Loya, S. Ubeja, P. Jain, S. Acharya, Pooja Bhosle, (2018). A Study to Analyze the Change in Consumer Behavior towards Luxury Goods among students when exposed to Social Media Marketing with specific reference to Wrist Watches. International Journal of Computer Sciences and Engineering, 06(09), 67-73.

BibTex Style Citation:
@article{Loya_2018,
author = {A. Loya, S. Ubeja, P. Jain, S. Acharya, Pooja Bhosle},
title = {A Study to Analyze the Change in Consumer Behavior towards Luxury Goods among students when exposed to Social Media Marketing with specific reference to Wrist Watches},
journal = {International Journal of Computer Sciences and Engineering},
issue_date = {11 2018},
volume = {06},
Issue = {09},
month = {11},
year = {2018},
issn = {2347-2693},
pages = {67-73},
url = {https://www.ijcseonline.org/full_spl_paper_view.php?paper_id=501},
doi = {https://doi.org/10.26438/ijcse/v6i9.6773}
publisher = {IJCSE, Indore, INDIA},
}

RIS Style Citation:
TY - JOUR
DO = {https://doi.org/10.26438/ijcse/v6i9.6773}
UR - https://www.ijcseonline.org/full_spl_paper_view.php?paper_id=501
TI - A Study to Analyze the Change in Consumer Behavior towards Luxury Goods among students when exposed to Social Media Marketing with specific reference to Wrist Watches
T2 - International Journal of Computer Sciences and Engineering
AU - A. Loya, S. Ubeja, P. Jain, S. Acharya, Pooja Bhosle
PY - 2018
DA - 2018/11/20
PB - IJCSE, Indore, INDIA
SP - 67-73
IS - 09
VL - 06
SN - 2347-2693
ER -

           

Abstract

Social media as a platform has to a large extent been an influencing force in the current economic turnaround. The studies undertaken earlier have shown how young adults give high priority to brand consumption and the current study examines the influence of social media marketing on students towards luxury brands when exposed to advertisements released on the social network sites. The examination was conducted on a sample size of 201 respondents with a pre-exposure and pro-exposure to advertisement activity and paired sample T-test being applied on the responses. It was observed from the test that the respondents were influenced in taking a decision after being exposed to a message but at the same time were not influenced by the buzz created by fellow social media users.

Key-Words / Index Term

Consumer Behavior, Social Media Marketing, Wrist Watch, Luxury Brands

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