Social Media Advertising and its Effect on Purchasing Behaviour of Working Women in Coimbatore City

Abstract

This study examines the influence of social media advertising on the purchasing behaviour of working women in Coimbatore city. With the rapid expansion of digital platforms, social media has become a powerful marketing tool that shapes consumer attitudes, preferences, and purchase decisions. The study investigates how different dimensions of social media advertising such as informativeness, entertainment, credibility, interactivity, and personalization influence the purchasing behaviour and satisfaction levels of working women. Primary data were collected through a structured questionnaire using a five-point Likert scale from a purposive sample of 412 working women in Coimbatore city. The questionnaire gathered demographic information along with respondents’ perceptions regarding social media advertisements and their impact on purchasing decisions. Data analysis involved descriptive statistics, reliability and validity testing, and Structural Equation Modeling (SEM) to examine relationships among variables. The findings reveal that social media advertising significantly influences purchasing behaviour, with informativeness and credibility emerging as the strongest predictors. The study provides valuable insights for marketers and organizations seeking to effectively target working women through digital marketing strategies. The results highlight the growing importance of social media platforms in shaping modern consumer behaviour and satisfaction.