Multidisciplinary Journal of Science and Technology

The impact of SMM on Students’ purchase decision-making process

Farrukh Pardayev

author, student of Millat Umidi University

Keywords: targeted ads, target audience, customer engagement, customer decision making process.

---

Abstract

This study explores the main impacts of SMM on students’ purchase decision. Purchase decision making is made up by 5 stages mentioned by Kotler and Keller (2016). For primary research method, the survey is going to be used to provide quantitative data for this study. Secondary research is also used to get broader knowledge in this field as we are going to look through several studies conducted in Malasia, Indonesia and India. The findings underline the importance of the objectives such as targeted ads, customer engagement used in SMM to impact on students’ purchase decision. It contributes for marketing field to understand the effectiveness of SMM for targeting students.

---

References

Aggarwal, R. and Mittal, S. (2022). Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers. International Journal of Online Marketing, 12(1). doi:https://doi.org/10.4018/ijom.299402.

Al-Azzam, A.F. and Al-Mizeed, K. (2021). The Effect of Digital Marketing on Purchasing Decisions: a Case Study in Jordan. The Journal of Asian Finance, Economics and Business, 8(5), pp.455–463. doi:https://doi.org/10.13106/jafeb.2021.vol8.no5.0455.

Alagar R (2024). Social Media Objectives for Marketing. [online] SKILLFLOOR. Available at: https://skillfloor.com/blog/social-media-objectives-for-marketing.

Ardiansyah, F. and Sarwoko, E. (2020). How Social Media Marketing Influences Consumers Purchase decision? a Mediation Analysis of Brand Awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), p.156. doi:https://doi.org/10.31106/jema.v17i2.6916.

DataReportal (2024). Global Social Media Stats. [online] DataReportal – Global Digital Insights. Available at: https://datareportal.com/social-media-users.

Hasan, Md.R. (2019). The Publisher. [online] Available at: https://www.jbrmr.com/cdn/issue_file/2020-05-03-13-44-01-PM.pdf#page=27.

Jadhav, V. (2016). Factors Inluencing Online Buying Behavior of College Students: a Qualitative Analysis.

Kotler, P. and Keller, K.L. (2016). A Framework for Marketing Management. 6th ed. Boston: Pearson.

Mason, A.N., Narcum, J. and Mason, K. (2021). Social Media Marketing Gains Importance after Covid-19. Cogent Business & Management, [online] 8(1), pp.1–17. doi:https://doi.org/10.1080/23311975.2020.1870797.

Ostojic, B., Milena Cvjetkovic, Jovanovic, D. and Latinovic, B. (2024). The Influence of Marketing Activities of Companies on Social Networks on the Purchase Decisions of Students. Futurity Economics&Law, [online] 4(3), pp.82–98. doi:https://doi.org/10.57125/fel.2024.09.25.06.

Sulaeman, S. and Mujriah, M. (2024). An Analysis of the Influence of Discounts, Promotions, and Consumer Trust on Purchasing Decisions of Shopee Application Users (Case Study of Management Study Program Students Class of 2021, Mandalika Education University). JISIP (Jurnal Ilmu Sosial dan Pendidikan), [online] 8(1), pp.146–160. doi:https://doi.org/10.58258/jisip.v8i1.6011.

Yang, J., Sarathy, R. and Walsh, S.M. (2016). Do review valence and review volume impact consumers’ purchase decisions as assumed? Nankai Business Review International, 7(2), pp.231–257. doi:https://doi.org/10.1108/nbri-11-2015-0028.