SOCIAL MEDIA IMPACT ON CONSUMER PURCHASE BEHAVIOR

Abstract

The human being is a Social animal & affects & is affected by it. The social interaction traditionally happened in person & among the people who were in vicinity of each other. With the advent of Modern technology there are various new aspects of Social interactions which have opened up. Internet has revolutionized how people are able to get & interact with the information over it. With social media sites on Internet it has become another way for people to be in touch with their acquaintances without feeling obstacles of time & Geography. This medium is assumed to be helping people get the opinion about the various products & services which are already purchased by the consumer. Also using these mediums various companies are trying get the information about their products to the prospective consumers. This study aims at identifying various social media consumption patterns about various demographics & aims to find if there is any impact of demographics on Social media consumption & also if that is translating into any purchase as well.