Social Media Presence and its Impact on Consumer Buying Behaviour-An Empirical Analysis

Abstract

Social media was started as a platform for individuals to share images and stories of their family and friends. But now social media has evolved to be an impactful tool for the business. The growth of social media is tremendous and it is becoming a resourceful media to rely up on in everyone’s life. People are using it to communicate with each other, know about various products in the market and even buy them based on the reviews and feedback. Companies started to have social media presence to adopt to the new technological trend and cope up with the market dynamics. This created many opportunities for organizations to have their foot-prints in different aspects, and it also helped them to understand their consumers better and target them accordingly. This research study was done to understand the antecedents of consumer buying behaviour and found that social media presence is impacting consumer attention, perception, preference and feedback, which in turn in is influencing consumer buying behaviour. This study showcased that social media is always a promising tool for companies’ to reach out to consumers.