STUDYING THE IMPACT OF PERSONALIZATION AND SOCIAL MEDIA USAGE ON BEHAVIORAL INTENTION OF INSTAGRAM USERS

Dr. Shilpa Bhakar

Associate Professor, ITM University, Gwalior, India

Gaura Chauhan

Ph.D Scholar, ITM University, Gwalior, India

Abstract

The study attends to the influence of personalization and social media usage on behavior intention of 400 Instagram users for developing a personalized relation to make purchase from social networking sites mainly Instagram. An online questionnaire was prepared to collect data from 400 respondent’s pan India based on Random Sampling. The present analysis depicts by presenting the factors Personalization, social media usage and behavior intention which contributes customer’s attention to make a purchase. Further this study also provides knowledge to the marketers when advertising on Instagram. Data of the study has been analyzed using Cronbach’s Alpha Reliability Test, Exploratory Factor Analysis, Multivariate analysis of variance MANOVA and PLS SEM Partial least square structural equation modelling.