Impact of social media on buying behavior: A study

Abstract

This paper aims to study the impact of social media on customers’ online purchasing behaviour. Companies use social media marketing to reach their anticipated client base in today's digital world. Even general stores increasingly rely on social media to meet their marketing and branding for selling to their consumers. Social media in today's world has opened up objectives for global organizations to engage with customers through online social interactions. During this study, a sample of 200 respondents from NIT and University Campus, Kurukshetra, was taken to examine social media's impact on consumer purchasing behaviour. The questionnaire focused on the qualities and habits of social media platforms influencing purchasing decisions. The respondents were from three groups, i.e. Students, Teaching and Non-Teaching. The findings suggested that social media use has a positive impact and affects consumer buying behaviour.