SOCIAL MEDIA CONSUMPTION AMONG INDIAN COLLEGE STUDENTS AS AN INDICATOR OF FUTURE COMMERCE

The digital revolution of commerce is upgrading and shaping the social media platforms that plays between the terms communication and consumption. This study shows the social media usage patterns that future drives of market demand among the college students in India. Using a mixed method approach, this study examines the preference of social media platforms for brand discovery, impact on purchase consideration through influencer marketing and the use of digital payment system. This study concludes that college students in India not only represent the next generation of consumers but also act as a indicators of how commerce will evolve in social media environment.