Impact of Social Media on Buying Behaviour of Consumer with special reference to Youth in Mumbai region

Abstract

This study is conducted to find out the effects of social media networking on the buying behavior of the consumer and their purchase decision with special reference to youth by taking more than 100 observations from Mumbai city. The study has used a quantitative research design. A descriptive and causal-comparative research design has been incorporated in this study. All the data were collected from primary data sources and secondary data is used for reference purposes. Reliability test, correlation, regression analysis, and hypothesis testing have been done in this research. These tests helped to see the effect of social media networking on Mumbai’s consumer purchase decisions with special reference to Youth in the city.