IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR

This document investigates empirically the role of social media in the consumer decisionmaking process. A quantitative survey investigates how deep an effect consumer experience bears with reference to social media. Consumers' views on products and services are more influenced by the third parties in the digital sphere and then transferred to the perceptions in the real world. Consumers are empowered by social media in such a way as it makes it impossible for marketers to manage the content, timing, or frequency of conversations among users. The results show that social media use impacts satisfaction in consumers at the information search and alternative evaluation stages. This satisfaction increased as the consumer progressed through the decision-making process until their final purchase decision and subsequent evaluation.