Author(s): N Meena Rani, Ganaraj Khandige, Raghib Anwer, Harshwardhan, Naveen Kumar S,
This study examines the effect of social media marketing on the online purchase decision making of wearable products such as smart watches and fitness bands. The quantitative study was used to collect the data through a structured questionnaire from 410 respondents. The aspects of social media, video advertisements, product reviews, discounts, interactivity, and the quality of content, and demographic factors such as gender and age of the respondents were captured and analysed. We tested the influence of consumers’ gender and age on their SM purchase behaviour and found that there is no significant association between respondents’ demographics including gender and age and their SM purchase behaviour. It also provides practical recommendations to marketing experts on user engagement strategies to enhance the performance of online sales.