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The purpose of this study is to identify the factors that are influencing the working women purchase behaviour. The paper witnessed that demographic variables such as age and income of working women do play a significant role in online purchase. The key contribution of this paper is to provide the corporate houses an assessment of the extent to which the working women in India are influenced by social media in their online buying behaviour.<\/jats:p>","DOI":"10.4018\/ijom.2020070104","type":"journal-article","created":{"date-parts":[[2020,7,22]],"date-time":"2020-07-22T11:51:52Z","timestamp":1595418712000},"page":"48-61","source":"Crossref","is-referenced-by-count":1,"title":["Social Media Advertisements and Buying Behaviour"],"prefix":"10.4018","volume":"10","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8284-2049","authenticated-orcid":true,"given":"Yuvika","family":"Gupta","sequence":"first","affiliation":[{"name":"IMS Unison University, India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8618-6763","authenticated-orcid":true,"given":"Samik","family":"Shome","sequence":"additional","affiliation":[{"name":"Institute of Management, Nirma University, India"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJOM.2020070104-0","author":"L. 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