IMPACT OF CUSTOMER COMMITMENT IN SOCIAL MEDIA MARKETING ON PURCHASE DECISION – AN EMPIRICAL EXAMINATION

This primary study was aimed to investigate the consumer's commitment on purchase decision among social media users. The researcher was adopted survey method for the purpose of data collection. The data collected were subjected to data analysis using PSPP version Software, which is alternative for same. The result indicates only two factors are extracted out of customer commitment variables. Further, the result indicates that information and experience are the major key dimensions for the purpose of social media evaluation. To conclude, Experience Factor and Information Factor are significantly and positively influencing the purchase decision. Therefore, higher is the customer commitment in social media, higher is the purchase decision..