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Title: THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR: A SYSTEMATIC LITERATURE REVIEW
Authors: Sonia and Dr. Komal Rani
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Sonia1 and Dr. Komal Rani2 1. Research Scholar, Department of Management, Baba Mastnath University, Asthal Bohar, Rohtak (Haryana) 2. Department of Management, Baba Mastnath University, Asthal Bohar, Rohtak (Haryana)
MLA 8 Sonia, and Dr. Komal Rani. "THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR: A SYSTEMATIC LITERATURE REVIEW." Int. j. of Social Science and Economic Research, vol. 9
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ABSTRACT: Social media has changed the industry in a variety of aspects. Since we are living in the modern day, social media and the internet have a significant impact on how customers interact. India is going through an enormous change towards digitization. Social networking is the greatest platform for online marketing in terms of connecting individuals worldwide—the ongoing increase in both supply and demand primarily brought by the rapid development of technology. Through social proof and customization based on their interests and preferences, social media has increased customers’ exposure to products and services and affected their decision-making. Additionally, influencer marketing is gaining popularity as an opportunity for businesses to use social media influencers to promote their goods. Therefore, for businesses expecting to survive in the current digital era, understanding how social media affects consumer behaviour and preferences has become important. This study uses secondary data to inquire into how social media influences the preferences and buying behaviour of customers. Based on the findings, for marketers to be successful in the age of technology, they have to comprehend the extent to which social media affects consumer behaviour and preferences and create social media marketing strategy that work. Businesses may increase their visibility, communicate with customers, and influence consumer preferences and behaviour by utilizing the power of social media.

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