Abstract: The main aim of this research is to study the effects of social media marketing on consumer’s decision making for complex purchases. Consumers are more engaged in online sources nowadays this is due to the advancement that has taken place with respect to communication and technology. It is evident that social media (YouTube, Blogs, Radio, TV, Facebook, Twitter, Instagram, etc.,) are the components that drive consumers during decision making process. This study consists of 105 respondents of varied age group to understand whether social media marketing has an impact on purchase decision making. So the question here is, is there any need for social media marketing and is it really impacting today’s customers in their purchasing decision making? If yes, then who all are the target customers and how to cater to the needs of customers?
Keywords: Social media, Consumer behavior, Buying decisions, Consumer satisfaction, Purchase patterns.
Title: Impact of Social Media Marketing on Consumer Decision Making
Author: Nitya Agarwal, Pooja Modi, Anushka Bhattacharya, Haripriya Vallabhaneni
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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