MARKET RESEARCH ON THE IMAPCT OF SOCIAL MEDIA ON COSUMER BEHAVIOUR

MARKET RESEARCH ON THE IMAPCT OF SOCIAL MEDIA ON COSUMER BEHAVIOUR

Gautam Kumar

Guide: DR. SAUMYA VATSAYAYAN

MASTER OF BUSINESS ADMINISTRATION

Galgotias University

ABSTRACT

The goal of this paper is to research empirically the role of social media in consumers' decision-making processes. A quantitative survey investigates up to what degree experiences are altered by the use of social media. Customer sentiments on items and administrations are currently progressively overwhelmed by outsiders in advanced spaces, which thusly impact conclusions in the disconnected space. Web-based social networking has engaged purchasers, as advertisers have no control over the substance, timing, or recurrence of online discussions among shoppers. Results show that social media usage influences consumer satisfaction in the stages of information search and alternative evaluation, with satisfaction getting amplified as the consumer moves along the process towards the final purchase

decision and post-purchase evaluation.