Impact of Social Media Advertisement on Consumer Buying Behavior: Evidence from Himachal Pradesh

The usage of social media is increasing exponentially to satisfy the social needs of internet users; at the same time, it has also increased the opportunities for corporate to market their products and services in a personalized way. The past record shows that social media has contributed significantly in changing the perception of customers in buying process. Hence, the growing importance of social networking sites on the buying behavior of customers cannot be ignored. This paper is an attempt to examine the extent of social media in marketing or influencing buying decision of customers. The paper is based on descriptive research design & close ended questionnaire is used to collect the primary data from social media users.