A STUDY ON FACTORS INFLUENCING CONSUMER BUYING ATTITUDES TOWARDS BABY CARE PRODUCTS ON FACEBOOK

Abstract

Purpose – In marketing “Social Media is significantly important in recent years. It helps to attract millions of users worldwide. It introduces a greater number of buyers and sellers in the market. This study examines the impact of Facebook baby care product advertising on consumer behaviour, focusing on perceived utility, reliability, and WOM quality. The primary objective is to determine if these variables attract customers' attention and influence their purchasing behaviour. The study investigates factors influencing customers' buying behavior of baby care products on Facebook, focusing on the Facebook social media site.

Design/Methodology/Approach – This study carried out baby care products users how influenced by Social Media, especially Facebook media in Kozhikode district, Kerala. Here, the researcher has 157 respondents from Kerala. To conduct this research, the questionnaire was dispersed to Facebook users only.  This study includes the 5-point Likert scale. To test the hypotheses of the research, an experimental design was chosen. This article used analysis of the to examine the data in SPSS.26. This study used a convenient sampling method for their research.  The method used in this study is the data into descriptive analysis demographic factors, chi-square, and one-way ANOVA and factor analysis of KMO Bartlett’s Test, and hypothesis testing, from the result of this study there is a positive influence on Facebook users.

Findings - The study found that consumers' attitudes towards baby care products are influenced by three main social media marketing activities: perceived usefulness, reliability, and WOM Quality. These factors are insignificant in predicting consumers' attitudes towards Facebook. It highlights the significance of Electronic Word of Mouth (EWOM) and positive reviews, rankings, and suggestions. It build the relationships among the customers and companies through social media Facebook advertisements is crucial. Reliability is another pillar of Facebook relationship, ultimately improving purchasing patterns, sales volumes, and product values for baby care products. This enhances perceived usefulness, attitudes, and purchase intentions.

Research implications – Marketers can focus on focusing consumers' attention and enjoyment when visiting products on Facebook, creating content that encourages interaction and communication. This can lead to increased purchase of baby care products. Additionally, marketers can provide benefits and positive advertisements that encourage the Facebook users to share posts and information about products and services. This study measures intention to purchase, but could be expanded to include actual behaviour assessment. The study's geographic scope is limited to Kerala, but it could be expanded to other regions or the world. The study focuses on consumers' spontaneous purchasing habits, and marketers can analyze qualitative data, gather in-depth customer views, and use social media advertisements to better understand consumer behaviour.

Originality/value - The study examines factors influencing customer buying attitudes on Facebook, specifically baby care products. The study reveals that social media influences consumer engagement with baby care products on Facebook. Perceived value strongly predicts attitudes towards Facebook, and buying behaviour for Facebook positively influences consumer buying attitudes towards baby care products.

Keywords: Social Media, Facebook, Perceived usefulness, Reliability, e-WOM, Consumer buying attitudes.