Can Social Media Influence the Buying Choices of Shoppers

Abstract

Social media is the new tool for marketing which helps in influencing shopper’s decision making process for buying goods and services. In the era of digitalisation and availability of so many social media platform marketers are now looking forward towards social media for the launching and for promotion of their products. YouTube is selected as social media platform using to influence the shoppers for this research. As in this digital era YouTube advertisements have become the major source to reach mass audience hence making YouTube to become the new marketing tool for businesses to influence the shoppers by collaborating with popular youtubers as well as by posting non skip able and skip able advertisements before the starting of any video. So the role of YouTube in influencing buying choices of shoppers was analyse with the help of secondary data, which is collected from Amity University Digital Library and Google Scholar. The data was analysed and found that people actually get influence from YouTube advertisements and it is a game changer for the businesses as by the recommendations provided by any popular youtuber for a product actually influences the people and most of the people actually end up buying the product and recommend it to their friends and family members as well.