Impact of Social Media Marketing on Consumer Buying Behaviour: An Empirical Study

Abstract

Introduction-There has been a huge explosion in social media as a marketing tool. Social media is believed to be highly efficacious in reaching consumers. This has been brought about by the remarkable increase in the development and version of technology, demanding that businesses rethink their digital marketing strategies. With the advent of technology, high speed internet and ease of shopping on internet, it is observed that consumers are adapting to online marketing and their buying behavior is being influenced accordingly. The aim of this paper is to study the impact of social media marketing on consumer buying behaviour.