1.
Sunita Gupta
– Associate Professor, Department Of Commerce, Daulat Ram College, University Of Delhi, Delhi, India.
2.
Pankaj Gupta
– Associate Professor, Department Of Commerce, Daulat Ram College, University Of Delhi, Delhi, India.
3.
Renu Yadav
– Associate Professor, Department Of Commerce, Daulat Ram College, University Of Delhi, Delhi, India.
Abstract
Consumer attitude is a combination of consumer belief systems, thoughts, and behavioral intent towards a brand. The shopping
behavior of consumers today is greatly influenced by social media. Research suggests that there is an increasing reliance of
consumers on social media to get information about unfamiliar brands. This study tries to understand how consumer attitude,
when combined with social media, helps the customer make the final purchase decision. The present research was undertaken
to determine the degree of social media’s effect on customer decision-making for fast-moving consumer products at various
phases of the process. The stages included are information search, alternative evaluation and post purchase stages. SEM has
been used to evaluate the theoretical model. The model supports a direct relationship between attitude and social media. Also,
direct relationship was supported between attitude and different stages of decision making process. Furthermore, the relationship
between attitude and information search, and attitude and post purchase behaviour was found to be significantly partially mediated
by social media.
