A Study on Impact of Social Media on Consumer’S Towards Hedonic Shopping (With Special Reference to Virudhunagar District)

Abstract

Today, factors as internet and social media lead to changes in the way of life of individuals. Due to these factors, consumption has begun to be interpreted in different forms. Hedonic consumption that comes from consumption by gaining the emotional satisfaction from shopping has gained importance rather than physical necessity. Social media is another factor that influences the emotional satisfaction of individuals and their consumption behavior. This paper is an attempt to analyse the impact of social media on consumer towards hedonic shopping. Chunk sampling technique is used to collect data. Both primary and secondary data were used. 150 samples were collected through a structured questionnaire. Data were analysed through statistical tools like percentage, Descriptive statistics, Garrett ranking score.