Impact of Social Media marketing on Twixters shopping behaviour of apparel in India: An Empirical study Rajpurohit Kushboo1, Nishitha M.S1, Dr. Khanna Akanksha2 1Research Scholar, CHRIST (Deemed to be University), Bangalore 2Assistant Professor, Department of Commerce, CHRIST (Deemed to be University), Bangalore Online published on 2 September, 2019. Abstract Social Media Marketing, also known as E-Marketing and digital marketing is the new revolution in the field of marketing which has completely transformed the overall buying experience among the shoppers across the globe. This paper examines the impact of social media marketing on the shopping behaviour of apparels among twixters in India. It attempts to understand the changing buying behaviour of youth with respect to traditional media and social media marketing. It makes use of statistical tools like Correlation and Mann Whitney U-test to gauge the shopping behaviour of the young customers. The study shows a positive relationship between the shopping habits, information about the brands, consumption, perception about brands, shopping expenses and frequency. Top Keywords Social Media, Buying behaviour, purchase intentions, apparel, Twixters, shopping habits, shopping expenditure. Top |