A Study on Influence of Social Media and its Effects on Customer Purchase Decision

A Study on Influence of Social Media and its Effects on Customer Purchase Decision

Burujula Jaidev Prasad

Customers now spend majority of their time on social media platforms due to its increased use, making it easier for brands and companies to target their target market. Customers also frequently check out the social media accounts of the brands they most enjoy. To drawing their target audience on social media, brands employ a variety of methods and fresh material. This ultimately encourages consumers to purchase the goods or services they want and has a powerful influence over their choices.

This research paper will look at how social media influences customers at various stages of the purchase decision flow. Quantitative research examines the extent to which social media use influences experience. The study found that using social media affects customer happiness in the information search stage and alternative evaluation stage and increases customer satisfaction in the final purchase decision process and post-purchase evaluation stage.