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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM60108
Volume:
10 |
4 |
April 2026
Pages:
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
This study focuses on analyzing customer purchase intention toward e-gadgets by examining the influence of social media, online reviews and ratings, influencer promotions, and product-related factors. A descriptive research design was adopted, and primary data was collected from 250 respondents using a structured questionnaire through convenience sampling. The findings reveal that social media platforms such as YouTube, Instagram, and Facebook play a significant role in creating consumer awareness and influencing buying decisions, especially through video-based content. Among the various factors, brand reputation and product features emerged as the key determinants of purchase intention, while online reviews and influencer trust showed a moderate level of influence.
KEYWORDS
Publication Date
4/13/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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No funding information available for this research.
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