Perspectives on Business Management,
Economics & Information Technology (PBMEIT)
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PBME Volume II ISBN: 978-81-947738-1-8
Author(s): SHWETHA C 
& MALLIKARJUN CHANMAL & DR. RASHMI BH
Abstract
Social media marketing is a powerful way of business marketing in the present tech-driven world. We will be able to reach the target audience with the help of a few clicks. The study aims to get an insight into the buying behavior of apparel in young adults in the Bangalore North region with Social Media Marketing. The study was conducted on 125 respondents from the Bangalore North region in 18 to 30-year-olds. The study aimed to understand if social media marketing had any impact on young adults' buying behaviour. As per the sample population’s responses and the analysis of data, young adults' impulsive buying behavior is indeed influenced because of social media marketing. Further few recommendations to the social media marketers are also provided in the research paper.
Keywords: social media marketing, buying behaviour, apparels, impulsive buying
JEL Classification: M31
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