A Comprehensive Analysis of The Influence of Social Media on Consumer Behavior of College Students

A Comprehensive Analysis of The Influence of Social Media on Consumer Behavior of College Students

Asst. Prof. Rahul Kushwaha

Department of Management Studies, KES’ Shroff College of Arts and Commerce,

Bhulabhai Desai Road, Kandivli (West)

ABSTRACT

This research is dedicated to focusing on the relationship between the use of social media and consumer behavior among college students in Mumbai. Specifically, this study focuses on internet-based entertainment, electronic word-of-mouth, and social media sites such as Facebook, Instagram, and Twitter that affect the behavior of shoppers. The outcome from questionnaires done using quantitative methods demonstrates how social media changes attitudes towards a product and perceptions about a brand. It further shows that peer influence, online reviews, and social proof greatly impact students’ brand preferences and purchase decisions. Moreover, focused advertising strategies or influencer marketing campaigns conducted through various social networks may heighten brand awareness among college students in Mumbai. This advice highlights the importance of strategic use of social networking tailored to the tastes and behaviors of this group. This study has practical implications for marketers who hope to optimize their digital strategies to effectively attract young generation college students of Mumbai, thereby making it a valuable addition to existing literature.

Keywords: Social media, digital media, consumer behavior, college students