A critical study on impact of social media marketing on consumer buying behaviour with special reference to India

Abstract

Now a days, most of youngsters uses social networking sites to look for their friends online to interact with them, chat, sharing information with them, upload videos and posts photos and comments etc. on networking site. The social media has no longer restricted itself to socializing with friends and family but has gone much above; people use products and give their honest opinions which influence the potential users to make a decision to buy or not to buy the products. Social media gives the consumers power to explore products that they are willing to purchase. By replacing the traditional ways of marketing, social media has provided new opportunities to firms to engage consumers in social interaction on the internet.Consumers interact with businesses or brands via social media, for getting discounts or coupons, reading reviews as part of purchasing process as customers research product information before deciding to transact. The research aims to analyze the changing trend in marketing of using social media as a tool to promote the products and services. For this research paper questionnaire was prepared and distributed among 100 respondents to analyze their perception and attitude with respect to social media.