Social Media and Its Impact on Consumers Behaviour

Abstract

Social media is becoming one of the most popular and commonly used ways of communication. Individuals use social media to communicate with one another all around the world. In recent years, people have used social media to share their stories. This also includes encounters with a product, service, or platform. These product reviews submitted by social media users are seen by thousands of people every day and have become a source of influencing consumer purchasing behaviour. Corporations have begun to utilise social media to advertise their products and services after discovering the significance of this medium. Social media is now being utilised to efficiently sell products and services to a diverse audience. The purpose of this article is to determine how various features of social media might influence customer purchasing behaviour.