Effect of Social Media network on purchase intention of consumer in Textile Industry: A comparative Analysis on Men and Women Consumer

Abstract

The present research work identifies the impact of social media on purchase intention of consumer in Textile industry in India. 250 questionnaires were distributed to the Men and women consumers across different regions in India and received 200 valid responses for analysis. To analyze the data, correlation and regression analysis are used. The result shows that there is a positive relationship between social media and purchase intention of the consumer and also proved that there is a significant impact of social media network on purchase intention of both men and women consumers. In addition, study also identified that the impact of social media is more on purchase intention of men compare to women consumers.