Role of Social Media in Influencing Consumer Purchase Behaviour and Brand Loyalty in Bengaluru City

Role of Social Media in Influencing Consumer Purchase Behaviour and Brand Loyalty in Bengaluru City

1 Navaneeth N, Student of BBA, PES University

2 Prof. SUJAY.C - Faculty of Management and Commerce, PES University

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Abstract: This study explores the role of social media in influencing consumer purchase behavior and brand loyalty. Social media platforms have become powerful tools in shaping consumer decision-making processes. They give buyers admittance to tremendous measures of data, item surveys, and client produced content, empowering them to go with informed buy choices. Furthermore, web-based entertainment forces to be reckoned with and online networks assume a pivotal part in impacting buyer inclinations and sentiments. Besides, web-based entertainment stages work with two-way correspondence among brands and customers, taking into account customized connections and commitment. Brands can give client assistance, address concerns, and fabricate associations with their main interest group, prompting expanded trust and steadfastness. Online entertainment likewise fills in as a virtual commercial center, giving comfort and customized proposals that energize rehash buys. Besides, web-based entertainment assumes a huge part in building brand dependability. It is observed that social media has a lasting impact in people due to its accessibility and transparency. Both customers and companies can leverage social media to fullest to understand purchase patterns and behaviour.

Keywords: Social Media, Marketing, Brands, Brand Loyalty, Consumer Purchase Behaviour, Advertisement