Influences of Social Media Marketing on Online Shopping Intention Among Shoppers (A Study on Customers Engagement of Online Shoppers in Coimbatore City)

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.