Impact of Social Media on Consumer Behaviour in Indian Context

Today social media is playing such a big role in our daily lives that we can?t even imagine a single day without it. Technology has become so handy that every possible thing in the world is at our fingertips. In the present study, an attempt is made to find out as to how individuals more particularly the consumers are affected by the plethora of social platforms and how is it shaping their behavior in general, what motivates them and what kind of activities do they engage in and what challenges does it pose for marketers. Social media is now a key component of organization?s marketing strategies. Surveys have shown that around 74% of shoppers make their purchase decisions based on social media. Not only B2C but also B2B companies are gaining from it.