A Study on Influence of Social Media Marketing on Buying Decisions of Customers

K. Satish Kumar, C. P. Hari Krishna

Abstract


Social media is a phenomenon that has become an important aspect in marketing mix and revolutionizing the way companies interact with customers. The usage of Social Media is increasing exponentially to satisfy the social needs of internet users, at the same time it has also increased the opportunities for corporate to market their products & services in a personalized way. The past record shows that social media has contributed significantly in changing the perception of customers in buying process. Organizations can‘t ignore the growing importance of social networking sites on the buying behavior of customers. This paper is an attempt to examine the extent of social media in making /influencing buying decision of customers. The paper is based on descriptive research design & close ended questionnaire is used to collect the primary data from social media users. Conclusions of paper reveal the attitude of customers’ towards social media marketing.


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