Impact of E-media on purchase decision of youth towards branded clothing

Abstract

Objective: The main aim of this study is to evaluate the impact of subjective norm and attitude of youth towards e-media on their on their purchase decision of branded clothing.Method: The data for the study were gathered from 435 youths in Nagpur city through a well-structured and self-administered questionnaire. The proposed relationship was investigated empirically by performing multiple linear regression analysis. Analysis was done using Statistical Package for Social Science (SPSS). This study used availability and purposive sampling techniques for selecting the samples of youth from Nagpur city. Results: The results of multiple linear regression analysis show significant impact of both the independent variables (i.e. attitude towards e-media and subjective norm) on purchase decision of branded clothing (F=140.657, p