IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR

Abstract

Social Media Marketing is one of the methods of Digital Marketing. It is technique in which marketers use social media platforms for promotion of the brand, its product and to connect with the consumers. Consumer buying behaviour involves all the factors influencing the decision making process like consumer's attitude, preference, brand appeal, etc. Social Media Marketing has a positive impact on Consumer Buying Behaviour. The research presents substantial evidence to prove that majority of consumers are influenced, enticed and make actual purchase because of Social Media Marketing. The profession, age, gender and income are most crucial factors in this research. From this study we find out the profession, age group, and income level of people being most impacted by Social Media Marketing. Social Media Marketing is going to replace TV as the medium having maximum impact on consumers in the near future. It not only impacts consumer but also has a positive impact on the brand itself.