Impacts of social media marketing on the buying behaviour of the individuals

Abstract

This study shows the impact of digital marketing on individual's behavioral prospect of online consumers of India. This study was performed on the basis of a structured questionnaire for primary data as well as a sample of 186 respondents from Indian consumers to attain their behavioral pattern towards digital marketing. The world is shifting from analog to digital marketing and there is no exception, the usage of digital marketing and social media marketing also increasing. Usage of internet is increasing rapidly everyday and digital marketing has profited the most because it mainly depends on the internet. Consumer's buying behavior is changing and they are more inclined towards digital marketing rather than traditional marketing to buy products or services. Mostly younger generation are using digital and social media sites to purchase products and consumer's are influencing digital marketing advertisements to purchase of products.