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

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.