USAGE BEHAVIOR OF GENERATION Y CONSUMERS IN SOCIAL MEDIA: AN EMPIRICAL INVESTIGATION

Abstract

Social media is emerging as a principal source of information and empowerment for consumers,
while the role of traditional mass media and conventional marketing tools is assuming lesser significance.
Unlike earlier where marketers were in complete control of their messages ,decision makers today are
facing challenges with the emergence of Web 2.0 technology .The content generated by users has
transformed the promotion arena.. Web 2.0 has provided individuals with an opportunity to use social
networks to interact with each other virtually. The focus of this study is to understand the influence of
social media usage behavior on purchase decision making