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Impact of Social Media Advertisements on the Dynamics of Online Shopping: A Modeling Study

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Abstract

Social media has become a crucial platform to conduct marketing and promotion activities. Nowadays organizations focus on online promotion and voluntarily spend profuse time, energy, money and resources on social media advertisements. In this paper, we propose a non-linear mathematical model to assess the impact of social media on online shopping. In the modeling process, three dynamic variables; namely, (i) number of individuals making offline shopping, (ii) number of individuals making online shopping, and (iii) number of social media advertisements are considered. The proposed model is studied using stability theory of differential equations. It is found that social media advertisements play a pivotal role in the promotion of online shopping for all organizations but for Micro, Small and Medium Enterprises (MSME) sector, the customers’ satisfaction is very crucial. Numerical simulation is also carried out to confirm the analyzed results.

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Funding

Jyoti Maurya gratefully acknowledges the full monetary support from the Council of Scientific and Industrial Research, India through a research fellowship (File. No. 09/013(0841)/2018-EMR-I) to conduct this research work.

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Authors and Affiliations

  1. Department of Mathematics, Institute of Science, Banaras Hindu University, Varanasi, Uttar Pradesh, 221005, India

    A. K. Misra, Kanishka Goyal & Jyoti Maurya

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  1. A. K. Misra
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  2. Kanishka Goyal
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Correspondence to A. K. Misra.

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Misra, A.K., Goyal, K. & Maurya, J. Impact of Social Media Advertisements on the Dynamics of Online Shopping: A Modeling Study. Differ Equ Dyn Syst 31, 651–671 (2023). https://doi.org/10.1007/s12591-022-00598-8

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