A Study to Analyze the Change in Consumer Behavior towards Luxury Goods among students when exposed to Social Media Marketing with specific reference to Wrist Watches

Authors

  • Loya A Prestige Institute of Management and Research, Indore - INDIA
  • Ubeja S Prestige Institute of Management and Research, Indore - INDIA
  • Jain P Prestige Institute of Management and Research, Indore - INDIA
  • Acharya S Prestige Institute of Management and Research, Indore - INDIA
  • Bhosle P Prestige Institute of Management and Research, Indore - INDIA

DOI:

https://doi.org/10.26438/ijcse/v6si9.6773

Keywords:

Consumer Behavior, Social Media Marketing,, Wrist Watch, Luxury Brands

Abstract

Social media as a platform has to a large extent been an influencing force in the current economic turnaround. The studies undertaken earlier have shown how young adults give high priority to brand consumption and the current study examines the influence of social media marketing on students towards luxury brands when exposed to advertisements released on the social network sites. The examination was conducted on a sample size of 201 respondents with a pre-exposure and proexposure to advertisement activity and paired sample T-test being applied on the responses. It was observed from the test that the respondents were influenced in taking a decision after being exposed to a message but at the same time were not influenced by the buzz created by fellow social media users.

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Published

2025-11-17
CITATION
DOI: 10.26438/ijcse/v6si9.6773
Published: 2025-11-17

How to Cite

[1]
A. Loya, S. Ubeja, P. Jain, S. Acharya, and P. Bhosle, “A Study to Analyze the Change in Consumer Behavior towards Luxury Goods among students when exposed to Social Media Marketing with specific reference to Wrist Watches”, Int. J. Comp. Sci. Eng., vol. 6, no. 9, pp. 67–73, Nov. 2025.

Issue

Vol. 6 No. 9 (2018): IJCSE Special Issue November Edition

Section

Research Article

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