Social Media on Consumer Buying Behaviour
TO STUDY THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR IN MUMBAI
TO STUDY THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR IN MUMBAI
GRIZZEL RODRIGUES
ST. ANDREWS COLLEGE
S.Y.B.M.S ‘A’
ROLL NO: 3242
THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR – A STUDY IN THE MUMBAI
INTRODUCTION: Social media is a social instrument which is used as a tool where people communicate with each other. According to Evans, social media in not only about people reading and disseminating information, but also how they share and create content for others to participate. The use of social media is growing rapidly today as it helps connect people living in any part of the world, through various social networking sites.
Social media has enabled people to exchange their views about products and services among each other and also has encouraged companies to market their products and services thus indulging in social media marketing. Social media marketing refers to capturing the attention of the people on social media sites towards a brand or products and services of an organization. Social media has become an excellent channel for marketers to reach consumers. It has led to the consumers being more associated with a product and also in influencing the goodwill and reputation of the organization.
The article titled, “Expand your Brand Community Online” states that social media is important for marketers because it allows them to dialogue directly with consumers, which in turn engages consumers directly with company brands (Hanlon, Patrick, Hawkins, & Josh, January 2008). Social media thus supports the buying cycle by providing a platform to the consumers to discover information they need to make purchase decisions. It has been found that India is the world’s 7th largest internet market growing at 11.2% (ComScore). According to Khushbu Pandya (2012), there are 21 million people in India who are estimated to visit social media sites regularly,
TO STUDY THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR IN MUMBAI
GRIZZEL RODRIGUES
ST. ANDREWS COLLEGE
S.Y.B.M.S ‘A’
ROLL NO: 3242
THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR – A STUDY IN THE MUMBAI
INTRODUCTION: Social media is a social instrument which is used as a tool where people communicate with each other. According to Evans, social media in not only about people reading and disseminating information, but also how they share and create content for others to participate. The use of social media is growing rapidly today as it helps connect people living in any part of the world, through various social networking sites.
Social media has enabled people to exchange their views about products and services among each other and also has encouraged companies to market their products and services thus indulging in social media marketing. Social media marketing refers to capturing the attention of the people on social media sites towards a brand or products and services of an organization. Social media has become an excellent channel for marketers to reach consumers. It has led to the consumers being more associated with a product and also in influencing the goodwill and reputation of the organization.
The article titled, “Expand your Brand Community Online” states that social media is important for marketers because it allows them to dialogue directly with consumers, which in turn engages consumers directly with company brands (Hanlon, Patrick, Hawkins, & Josh, January 2008). Social media thus supports the buying cycle by providing a platform to the consumers to discover information they need to make purchase decisions. It has been found that India is the world’s 7th largest internet market growing at 11.2% (ComScore). According to Khushbu Pandya (2012), there are 21 million people in India who are estimated to visit social media sites regularly,
References: