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Research Scholar, Department of Commerce and Management, Dayananda Sagar University , Bangalore, Karnataka , India
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Guide & Professor, Marketing and Retail Management, Department of Commerce and Management, Dayananda Sagar University , Bangalore, Karnataka , India
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Assistant Professor, Department of Management Studies, Nitte Meenakshi Institute of Technology (NMIT), Nitte (Deemed to be University) , Bangalore, Karnataka , India
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Associate Professor, Department of MBA, KL Business School, Koneru Lakshmaiah Education Foundation , Guntur, Andhra Pradesh , India
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School of Commerce, Accounting and Finance, Kristu Jayanti University , Bengaluru, Karnataka , India
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Associate Professor & Training and Placement Officer, Department of Management Studies, RISE Krishna Sai Prakasam Group of institutions , Andhra Pradesh , India
Assistant Professor, Department of Management, International Institute of Business Studies , Bangalore , India
The proposed research explores the effects of social media advertisement on consumer purchasing behavior in the Indian e-commerce market among urban millennials. It was done in a quantitative and explanatory manner where primary data was gathered on 372 millennials in Bengaluru, as frequent users of e-commerce websites such as Amazon, Flipkart, Myntra, Nykaa, and Ajio. Social Media Advertising (SMA), Consumer Engagement (CE), Trust and Attitude (TA), and Buying Behavior (BB) are measured using validated scales. The data was analysed by means of SPSS 29 and AMOS 31.0 by means of Confirmatory Factor Analysis (CFA) and Covariance-Based Structural Equation Modeling (CB-SEM) by the Maximum Likelihood Estimation. The measurement model was found to be highly reliable and convergent (Cronbach 0.84-0.87/CR 0.88-0.91/ AVE was found to be greater than 0.60). Structural results revealed that social media advertisement has a great impact on consumer engagement (β = 0.38, p = 0.001) and the formation of trust/attitude (b = 0.41, p = 0.001). Moreover, CE (β = 0.36, p < 0.001) and TA (β=0.42, p < 0.001) have a positive effect on the purchasing behavior, which substantiates the mediating position of CE and TA. The analysis of bootstrapping (5,000 resamples) showed that there are significant indirect effects of SMA on buying behavior via CE (β = 0.214, 95% CI: (0.109252). The model accounted for 61 % of the extent of buying conduct (R 2 = 0.61), and it has strong fit figures (2/df = 2.28; RMSEA = 0.047; CFI = 0.95; TLI = 0.94; GFI = 0.92; AGFI = 0.91). The findings confirm the Theory of Planned Behaviour and Social Exchange Theory, which can be used by managers to put in place trust and engagement-based strategies in an effort to improve millennial buying behaviour.
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