Impact of Social Media on Purchase Decision Making of Customers

Abstract

Social media has completely changed how people share information and interests. Marketers now have a new channel through which to reach consumers thanks to the social media and social networking industry's explosive expansion, particularly in emerging nations like India. Though Despite the fact that businesses are increasingly using social media, it is challenging to assess the true return on investment. This study examines how individuals behave and how social media influences their purchasing decisions. As is well known, social media is quite popular right now for a number of reasons, among which is the ability to make purchases. also to be aware of how opinions, likes, and dislikes affect purchasing choices. Considering that social media creates both good and negative remarks, how does this impact decision-making?