Impact of Social Media on Consumer Buying Behavior

Abstract

Today, social media is one of the most popular and widely utilized forms of communication. People currently utilize social media to interact with one another all around the world. People have been using social media to discuss their experiences in recent years. This also includes experiences using a product or service or platform. These product reviews posted by social media users are read by thousands of people every day and they have become a source of influencing consumer buying behavior. Organizations have started to use social media to sell their products and services after realizing the value of this medium. Social media is being used today to effectively market products and services and to attract a wide demographic of audience. This paper aims at identifying how different aspects of social media can impact consumer buying behavior.