A STUDY ON IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR AND DECISIONS
‘Impact of social media on consumer decisions’ SOCIAL MEDIA Social media may be summed up as a collection of web-based programmes that support the production and dissemination of user-generated content and are based on the conceptual and technical underpinnings of the Web. Communication approaches that are scalable make social media accessible and possible. Consumer behaviour is changing as social media becomes more commonplace, connecting people and enabling the exchange of information. Consumers may now simply watch an engaging advertisement on YouTube, share it with friends on Facebook and Twitter, and write their own thoughts on it. In many respects, including quality frequency, interactivity, usability, and performance, social media differ from paper-based media (such as periodicals and newspapers) and traditional electronic media . Social media has evolved into a tool for empowering customers to express themselves. WHAT IS MEANT BY CONSUMER BEHAVIOUR ? The study ...