Vol. 4 (S) Oct. 2022

Article ID. JHSSR-1189-2022

Social Media Habits of Rural Consumers Influencing Online Consumption

Koppala Venugopal and Saumendra Das

Abstract:

Digital media are being exponentially developed and expanded to rural places which has become an important part of public lives without being influenced by any geographical discrimination. Besides entertainment, the business activities such as sales promotions, advertising, publicity and public relations are quite evident in all Digital networking sites, blogs, online forums, and discussion boards. Rural consumers are also slowly getting much accustomed with digital media, particularly with certain social media sites i.e. Facebook, WhatsApp, YouTube, and Instagram. Online shopping being slowly crept to rural places by meeting all challenges, the promotion of products through online can better be fine-tuned through social media since the habitual dexterity is found significant. The objective of the study is assessing the impact of social media on consumer intentions towards online shopping. Methods used for the study were descriptive design, blended approach of both qualitative and quantitative, convenience sampling strategy and cross sectional with multistage sampling. The conclusions were made out of interpretation with respect to the predictors and its strength explaining the rural consumers’ intention.

DOI: https://doi.org/10.37534/bp.jhssr.2022.v4.nS.id1189.p39