Impact of Customers’ Opinion About Social Media Advertisement on Buying Behaviour : Model Based Approach

The study analyzed the various dimensions of customers’ opinions about social media advertisement on buying behaviour. The total number of questionnaires distributed in the self-administered survey was 750 sets. A purposive sampling method is applied in this research for selecting the sample. As a result, 540 (filled questionnaire) valid sets of questionnaires were available and then used for further analysis using SPSS software version 21. A structured questionnaire was used to collect the data, while the confirmatory factor analysis and structural equation modeling was used to analyze the data. Hence, the study, therefore, concluded that the various model fit statistics indicates that model was good fit