Methodology:
Introduction:
The present chapter introduced the research methodology used for conducting the study. The
purpose of this chapter is to explain the data collection methods involved in this research. The
main purpose of the research is to find out the impact of social media in developing consumer
behavior among youth. For this purpose of research quantitative data was collected and utilized.
With the strategy of survey, it allows the collection of large amounts of data from sizeable
population in a highly economical way. It is also a rational and critical approach which allow the
researcher to control measurement and outcome. Moreover, the process of selecting, the
population for study, the data source, the sampling size and sample techniques used have been
also discussed in this chapter which is based on the statistical analysis. For a questionnaire
survey retrospective questioning was chosen for the study. The research basically focuses on
complex purchases where social media is more likely to be utilized that require extended
problem solving. Consumer decision quality has no objective measurement and is difficult to
operationalize. The approach to measuring decision quality can be objective or subjective
[ CITATION aks06 \l 1033 ]. Respondents were at that point inquired whether or not they had
utilized social media in their decision-making. Those replying no were stamped as the no social
media group. Those replying yes were advance inquired to indicate how much social media
made a difference them. On the off chance that social media contributed 30% or less towards
their decision-making, and they had to look for out other data sources, the respondents were
stamped as the no social media group. The rest were all classified as the ‘social media group’.
Both groups were directed to essentially the same questions redone agreeing to their media
sources. The questions measured the same concepts within the distinctive contexts, and varied as
it were exceptionally small in their wording. As shown already, the need recognition organize
isn't considered; subsequently, information search is named here the primary stage, alternative
assessment the second stage, and buy choice as the third arrange. The post-purchase stage is
respected as the outcome of these three stages. Subjective measures are evaluations of the
decision-maker, capturing what is most vital to the person with regard to the choice. Survey
questions were outlined to measure the subjective evaluations of the respondents regarding the
quality of the stages, in arrange to study the viability of their decision-making.
According to grant et al. (2007), search behavior is impacted by data source utility, individual
variables and item variables. Data source utility is measured through the attributes of accuracy
and reliability of information. For individual variables, other than the basic questions like age
and gender, respondents were inquired approximately their internet utilization habits (time went
through on web per day, capability in utilizing social media, and interest in online discussions).
Item variables are not considered as the research centers on complex purchases. To
operationalise the three stages of information search, alternative assessment and purchase choice,
measurements included ease, time, exertion, enjoyment and satisfaction. Questions on
uneasiness, believe, and confidence were included to indirectly measure the perception of risk in
the buy, because it is connected to the degree of search [ CITATION kot14 \l 1033 ]. Consumers’
emotional encounters vary for the distinctive stages, with changing levels of emotions like
uneasiness, bliss, believe and certainty felt amid each stage [ CITATION pow12 \l 1033 ]. Questions
to measure the satisficing and maximizing tendencies of respondents with their wordings slightly
adjusted to make them more in tune with the times. The Likert-scale questions were similarly
framed for all the three stages Additionally, questions were formulated to measure the herd
behavior tendencies of the respondents through the importance placed on the opinions of family
and friends, and of other people. Information quality and quantity are among factors that affect
decision quality and were measured for social media users. At the end of each stage, respondents
were asked about their satisfaction with, and their quality ratings for, the stage. For the final
post-purchase evaluation, the survey asked about the overall satisfaction with the purchase, and
the perceived quality of the product or service purchased [ CITATION sch02 \l 1033 ].
Research design:
Research design is defined as the plan that describe how, when and where data are to be
collected and analyzed (Churchill, Brown and Suter, 2009). It is also defined as the researcher’s
overall design for answering the questions and testing the research hypothesis (Malhotra 2010).
The purpose of present study is to understand the developing consumer behavior among youth.
The research design is used to elaborate the purpose of the study. The classical model has chosen
to study the influence of social media on complex buying decisions due to its simplicity and
versatility [ CITATION vor18 \l 1033 ]. Out of the five stages, the first stage of need recognition is
not considered, as it is often not amenable to the kind of retrospective survey used in the other
stages. Therefore, this paper focuses on the decision process of consumers who made an actual
purchase after they judged a personal, situational, psychological, or social need for a certain
product or service as large enough. The research design showing the stages of consumer go
through the independent use of social media or not. Indicated in the ellipse, each stage has
certain similar attributes. The aim is to research the relationship of the stages, that is, the
influence of the information search stage on the evaluation of alternatives; the influence of
alternative evaluation on purchase decision; and the influence of the decision stage on post-
purchase outcome. The decision process is analyzed with respect to the use or non-use of social
media.
Saunders (2011) described research design in three categories explanatory, exploratory and
descriptive. Explanatory study explains the problem what is going on. This is also called “cause
and effect” study. The study is caused to define relationship. When there is not enough
information available about the problem under investigation, exploratory study design is used to
search out the phenomenon. When sufficient knowledge under investigation is available and the
objective of the study is clear and known, descriptive study design is appropriate. According to
the EL sway, Malhotra, park and Pavlou (2010) descriptive study explain the degree of
association among variables. This study is descriptive because the aim of the study to investigate
the impact of social media in developing consumer behavior among youth. We assume null and
alternative hypothesis in our research. The null hypothesis assumes that social media does not
have an impact on consumer behavior and the alternative hypothesis assumes that social media
has an impact on consumer behavior.
Conceptualization and operationalization
Social media:
Operational definition:
social media with a broad stroke is that it “employs mobile and web-based technologies to create
highly interactive platforms via which individuals and communities share, co-create, discuss, and
modify user-generated content [ CITATION Kie111 \l 1033 ]
According to Kane, Borgatti (2014), social media networks are defined by a digital profile
authored by users, the ability to search content and restrict others from viewing content, means
of displaying relational ties, and network transparency that reveals the connections of other users
[ CITATION kan14 \l 1033 ]
According to Kaplan and Haenlein (2010), social media is the term of different types of
communication technologies they classify social media in terms of blogs, social networking sites,
virtual social worlds, collaborative projects, content communities, and virtual game worlds
[ CITATION Kap10 \l 1033 ]
conceptual definition:
social media is defined as the web-based technology which enables the sharing of thoughts,
information and ideas through the construction of virtual network and communities which
includes content of different types e.g. documents, videos, blogging, advertising, photos. Users
engage with each other to get whatever information they want.
Consumer behavior:
Operational definition:
Consumer behavior is the process involved when individual and groups view, purchase, use or
dispose of products, ideas, services or experiences to satisfy desires and needs [ CITATION sol06 \l
1033 ].
Conceptual definition:
Consumer behavior is the study of how individual’s customers select, buy, use and dispose of
goods, ideas and services to satisfy needs and wants.
Target population:
According to Dr. Saul Mcleod (2019), target population is the total group of individuals from
which the sample might be drawn. Our target population was the youth from the programs of
BS- HONS and MASTERS and our sample was taken by the two major universities Nur
international University and Punjab university.
Sampling strategy
Non- probability sampling individuals were selected on non- random criteria, and not every
individual has a chance in our selection. Sampling strategy includes convenience sampling
mostly because the individuals happened to be easily accessible during the research and the other
sampling strategy includes the snow ball sampling in our study we recruit participants via other
participants. Sampling procedure is developed to handle large data and to draw a scientific valid
representation of sample with in the quantitative analysis.
Sample size:
Sample size includes only youth with 18 to 30 years of age. Not Equal number of individuals i.e.
male and female is taken in our sample. The sample size includes 21 males and 60 females. In
our variability of our population there were more females than males.
Technique and tools of data collection:
The research begins without a hypothesis and we let the data steer the direction of the study. The
steer data enabled us to generate the alternative and null hypothesis. The descriptive research in
our study explains the current status of a variable using observational data collection. The
research in our study is tangible and countable that comes in numbers and portrays things in
concrete and effectively quantifiable terms in this way we track the names of consumers on
whom social media has an impact on their behaviors and on whom the social media doesn’t have
an impact in their behavior from the analysis of our data statistically.
For the present study, questionnaire was constructed online as questionnaires are a popular
means of data collection because they are inexpensive and can provide a broad perspective. All
the respondents were able to read and understand the questions which had to be asked from
them. Furthermore, the study is conducted in pandemic situation. It was difficult to collect data
by going into the field. the questions and answers were standardized; we use the results to make
generalizations. The questionnaire contains both open-ended and close-ended questions which
provided a list of possible answers which were 30 in number. Quantitative interviews were
conducted over the phone via the internet this enabled us to collect information through
quantifiable means.
Data Analysis:
Data analysis is the process of systematically applying statistical and logical techniques to
describe and illustrate, condense and recap, and evaluate data (Data Analysis, 2012). It provides
comprehensive explanation of statistical data.
Demographic characteristics