Role Of Social Media Communication in Shaping Students’ Smartphone Purchase Behaviour: A Study in Tirunelveli District

Abstract

Social media communication has become an important factor influencing consumer preferences and purchasing decisions, particularly among students who frequently use digital platforms to obtain product information. The present study examines the role of social media communication in shaping students’ smartphone purchase behaviour in Tirunelveli District, Tamil Nadu. The study is based on primary and secondary data, with primary data collected from 100 respondents using a structured questionnaire. Secondary data were obtained from journals, websites, and other relevant sources. The collected data were analysed using the Statistical Package for the Social Sciences (SPSS). Percentage analysis was used to identify the major factors influencing smartphone purchase decisions, while multiple regression analysis was considered to examine the influence of social media advertisements, influencer marketing, and online customer reviews. The Chi-square test was used to assess the association between social media usage and smartphone brand preferences. The illustrative findings indicate that online customer reviews (32 per cent) are the most frequently reported influence on smartphone purchase decisions. The regression results suggest positive and statistically significant relationships between these three factors and purchase decisions. However, the Chi-square result does not indicate a statistically significant association between social media usage and smartphone brand preferences (p = 0.236). The study highlights the importance of credible online reviews, transparent advertisements, and reliable influencer communication in helping students make informed smartphone purchasing decisions. The findings may provide useful insights for smartphone marketers seeking to develop effective social media communication strategies.