Influence of Social Media on Consumer Buying Decision Process

Abstract

The present study was undertaken to examine the usage pattern of various social media channels and social media's influence on consumers' buying decision-making process. The research design was descriptive. The study showed that respondents used social media sites to gather information and make the wise purchase decision and were influenced by their close friends while making a purchase decision. The respondents used social media sites very frequently, that is, more than once a day. Reliability of information was the main concern for the respondents. Marketers can use this research for their advertisement planning. Brand experts can decide their media of sale and advertisement.