PERCEPTION OF COLLEGE STUDENTS TOWARDS EFFECTIVENESS OF SOCIAL MEDIA ADVERTISEMENTS:STRUCTURAL EQUATION MODELING APPROACH

Dr.N.Sakthivel; Ms. SHENBAGAM KANNAPPAN

Volume : VI, Issue : XII, December - 2017

PERCEPTION OF COLLEGE STUDENTS TOWARDS EFFECTIVENESS OF SOCIAL MEDIA ADVERTISEMENTS:STRUCTURAL EQUATION MODELING APPROACH

Dr. N. Sakthivel, Ms. Shenbagam Kannappan

Abstract :

In recent years, social networking sites are progressively gaining primacy as a tool for e-commerce for online shopping throughout the world. One major change that is noticed in the Consumer is that he has become wiser in terms of choosing the products and want free access to the products available in the market. This has encouraged these consumers in shifting to social media websites where they have access to all the products and have ease of making decision. This research Sample size for this study is 100 who are selected using convenient sampling method. The research clearly states the types of social media sites being used by the marketers to sell their products and the availability of a selection of cosmetic products through social media advertisements of women students.