Geethalakshmi, R (2024) Influences of Social Media Marketing on Online Shopping Intention Among Shoppers (A Study on Customers Engagement of Online Shoppers in Coimbatore City). Influences of Social Media Marketing on Online Shopping Intention Among Shoppers (A Study on Customers Engagement of Online Shoppers in Coimbatore City), 15 (4). pp. 1934-1943. ISSN 2323-5233

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Abstract

Aim and Purpose: This study investigates the impact of Consumer Engagement on online shoppers’ behaviour across
three key stages: pre-purchase, during purchase, and post-purchase. Specifically, it examines the demographic and socio
economic profiles of online shoppers, their social media usage patterns, and their perceptions of Consumer Engagement
within the context of social media marketing. The research also explores how Consumer Engagement shapes shoppers’
intentions throughout the buying journey.
Methodology: The study employs a descriptive research design and uses both qualitative and quantitative approaches.
Primary data were collected through closed-ended questionnaires administered to 480 online shoppers residing in
Coimbatore, India.
Findings: Respondents actively use social media platforms such as Facebook, Instagram, WhatsApp, and YouTube to
discover and evaluate products and services. They value robust search functionalities on e-commerce sites and are
significantly influenced by peer recommendations. The data supported all six hypotheses formulated for the study. Results
indicate that Consumer Engagement exerts a strong positive influence during the pre-purchase stage (e.g., product
discovery and research), with moderate but meaningful effects during and after the purchase process. Additionally,
participants highlighted the importance of website features like ease of access and clarity.
Implication: The authors suggest that online retailers improve website quality, provide clear and helpful information
especially for novice shoppers and regularly share updated, engaging video content on social media. Furthermore,
influencers and brand advocates should expand their roles by providing credible pre- and post-purchase support and reviews
to foster trust and engagement.
Original Value: This research addresses a notable gap in the literature: few studies have examined Indian consumers’
attitudes, perceptions, satisfaction, or motivations regarding Consumer Engagement in online shopping. Moreover, there
is limited integration of both Consumer Engagement and the design/functional aspects of retail websites (e.g., visual and
cognitive aids). The study also contributes by applying the Uses and Gratifications Theory (UGT) to understand consumer
motivation in the context of online retail, a perspective underexplored in the Indian setting.

Item Type: Article
Uncontrolled Keywords: Social Media, Social Media Platform, Consumer Engagement, Online Retail Sites, Uses and Gratification.
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Dr. B Sivakumar
Date Deposited: 16 Feb 2026 10:00
Last Modified: 16 Feb 2026 10:08
URI: https://ir.psgcas.ac.in/id/eprint/2598

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