Social Media Content Marketing Of Online Groceries Delivery Apps On Instagram: Factors That Influence The Purchase Intention Of The Regular Buyers

Abstract

Social media, now a crucial tool for communication has been used by brands for a long time to promote and connect with the audience. Various companies such as Online grocery delivery brands have been using it frequently. This leads to an important understanding of the content they post on social media and its impact on the purchase intention for such brand regular buyers. The purpose of the study is to investigate the various factors (of the content on Instagram) that influence the purchase intention of the regular buyers. In this context the model was developed and tested. The data which was obtained through a survey was analyzed using SPSS and Amos packages. The results were that Functional and safety value have a positive influence on the purchase intention of regular buyers. Hedonic had a positive but not a significant impact, Social had an insignificant impact. Overall, The Social Media content had a positive effect on the regular buyers purchase intention.