Influence of Social Media on Consumer Buying Behavior
Pappu Sindhuja1, Akankhya Panda2, S.V.S.P.P. Jaya Sankar Krishna3
1Research Scholar, Department of Marketing, GITAM School of Business, GITAM Deemed to be University, Visakhapatnam District, India
2Research Scholar, Department of Human Resource Management, GITAM School of Business, GITAM Deemed to be University, Visakhapatnam District, India
3Research Scholar, Department of Finance, GITAM School of Business, GITAM Deemed to be University, Visakhapatnam District, India
Email: sindhusudheer111@gmail.com, akankhya08panda@gmail.com, jayasankar.sandy333@gmail.com
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Abstract - With around 4 billion social media users and 5.19 billion mobile phone users today, the influence of social media on consumer behavior is a paramount research area. The study explores the nexus between social media and purchasing decisions, spotlighting how digital connectivity and mobility reshape brand marketing and impact consumer choices. Amidst this digital revolution, social media emerges as a goldmine for marketers, offering innovative strategies to engage consumers. The study, primarily quantitative, employs an online survey to unveil social media's pivotal role in shaping consumer purchasing behaviors, notably in information-seeking and decision-making processes. Consumers readily harness social media's swift access to vast information and exhibit receptivity to targeted ads, while social media influencers emerge as potent marketing allies, spanning generations. Active social media engagement, reliable customer service, and seamless information provision stand out as key tenets for building consumer trust. As technology advances, social media's sway on purchasing decisions is poised to intensify further, compelling businesses to adapt. The impetus for this research stemmed from the retail industry, driven by existing challenges in social media marketing strategy and customer engagement.
Key Words: leadership; attachment theory; security provider; organizational climate; organizational dehumanization, burnout.
