The study on the impact of social media usage and its influence on customer purchase intention

The study on the impact of social media usage and its influence on customer purchase intention

Tushar Rajesh Kotabagi, Student of BBA, PES University

Prof.Sujay C, Faculty of Management and Commerce. PES University

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Abstract - This study aims to understand the impact of social media on customer’s buying intentions in the city of Bangalore. In the last two decades social media has provoked a revolution in marketing communication, offering new possibilities for interaction between the user and the brand and its spread around the world has affected and is still affecting people’s behavior. Social media platforms such as Facebook, YouTube, Twitter, Instagram, LinkedIn, WhatsApp, and Google are new media platforms that have affected our lives, and our ways of communication and determined our choices. With the revolution of social media, people are spending much more time on different online activities and especially on social media than ever before, due to the changes in people’s lifestyles. This research will help us understand how the usage of social media platforms leads to consumers’ purchasing behavior.

Key Words: Social media, consumer buying decisions, Impact of social media