IMPACT OF SOCIAL MEDIA MARKETING ON THE BUYING BEHAVIOUR OF INDIAN CONSUMERS: A CRITICAL REVIEW

Abstract

The use of social media for consumer engagement and connection is quickly becoming the new big thing. Every day, millions of consumer contacts occur on social media platforms like Facebook, Twitter, YouTube, etc., in addition to a sizable number of online groups and customer support forums. Social media became prevalent and is still doing so now. It is also swiftly gaining popularity in the corporate world. Social media is being used more often by both existing and potential consumers to discuss the goods and services they now own or want to purchase. Leading businesses have realized the value of capturing these messages. Social media are brand-new, cutting-edge technologies that have amassed millions of users all over the world. They provide businesses with a variety of options and chances to create communication and marketing plans that will give them a competitive edge over their rivals.

Customers engage with companies or brands on social media to receive discounts or coupons, read reviews as part of the shopping process, and learn more about the products before making a purchase decision. The goal of the study is to assess the evolving marketing trend of utilizing social media as a tool to advertise goods and services. A survey was created for this research study and sent to 100 respondents to examine their attitudes and perceptions about social media.