Social-Media Review Exposure and Immediate Purchase Intentions: A Cross-Sectional Survey of Pune Shopper

Abstract

This study looked at if seeing social media reviews and their visual detail can make IT buyers in Pune City want to buy right away. A picked group of 321 people filled out a detailed form with two five-point scales: one for buying desire right after seeing good social media reviews, and one for desire after seeing visually strong reviews. The counts of answers mostly fell into the ‘Agree’ and 'Strongly Agree' areas, showing a high chance of buying soon after seeing the reviews. The overall scores for each idea were made by adding up the five items; these scores were checked for steadiness and found good. The deeper study used one-sample t-tests to weigh these overall scores against a middle value (3.0). The scores from social media reviews and visual detail were both much higher than the middle value (p < .001 for both), showing clear trends. These trends back up the ideas that social media reviews catch attention, and visual parts and hints quickly turn review seeing into a want to buy. For those selling on digital sites, this means they should make review designs look good—especially the visual parts—while also being careful not to trick buyers into rash buys. Limits here include the study's setup and its use of self-told info; later studies should track real actions and play with review types and how they look.