Impact of Social Media Advertisement on Users Buying Behavior with Special Emphasis on Maharashtra

Abstract

Social media is a very intimate topic for today's generation. As the number of social media and social media users grows, so does the number of advertisements on social media. This paper aims to study and understand the impact created on social media advertising among the peoples in Maharashtra State and to analyze how advertisements on social media platforms were affecting people’s buying behavior as well as what was the motivation behind users to use social media, how users react on social media advertisements and what kind of impact advertising companies have created on people’s behavior because of the same. To achieve this purpose, a questionnaire was used as a medium to gather primary data from the respondents using a random sampling technique. People of almost all types of occupations were using social media and most users used social media for work or information purposes with entertainment and thus more advertisements were being aired on such sites. From this research, it was found that people were reluctant to buy after watching these advertisements. It was a matter of satisfaction that there was no increase in purchases when there was no need.