A Study on The Impact of Social Media Marketing on Consumer Behaviour

ABSTRACT: This paper aims to empirically research the role of social media in consumers' decision-making processes. A quantitative survey investigates up to what degree experiences are altered by the use of social media. Customer sentiments on items and services are progressively overwhelmed by outsiders in advanced spaces, which impacts conclusions in the physical space. Web-based social networking has engaged purchasers, as advertisers have no control over the substance, timing, or frequency of online discussions among shoppers. Results show that social media usage influences consumer satisfaction in the stages of information search and alternative evaluation, with satisfaction getting amplified as the consumer moves along the process towards the final purchase decision and post-purchase evaluation. Social media marketing puts consumers back to the center of the business world and provides marketers a new set of tools to interact with consumers and to integrate them into the brands through innovative ways. In essence, marketers have to understand how social media has influenced consumer buying behavior. Social media marketing is the contemporary style of marketing as it concentrates on opening new horizons for marketers to promote a product or service as compared to conventional media. In recent times, consumer behavior and satisfaction has become an important asset for any organization to attain its position in the market and to increase its profitability. For this purpose, organizations are employing social media techniques. From research, it is evident that companies are employing social media marketing to interact with consumers. Social media marketing has given organizations a new way of dealing and changing the buying behavior of consumers. People use social media to share their experiences, reviews, information, advice, warnings, tips, and any kind of issues that are interesting to their “connections” or friends. Social media is used as advertising by marketers.