A LITERATURE STUDY OF IMPACT OF THE COVID-19 PANDEMIC ON THE INDIAN CONSUMER BEHAVIOUR OF TOWARDS SOCIAL MEDIA

India is one of the most populous country in the world. In last few years, it has shown unprecedented development in its digital infrastructure. India has the second-largest telecom subscribers and the 3rd largest Internet users in the world. India is known to be a young nation with a 65% population below the age of 35. In 2020, the average age of an Indian is 29 years, people are more techno-savvy and use Internet more. The Covid-19 pandemic has increased social media usage in India. This research studied the impact of the Covid-19 pandemic on Indian consumer behaviour towards social media. The basic objective was to study the change in behaviour of people towards social media pre and post the start of the pandemic. The literature review was done to understand this change. It was evident from the study that people have started using social media more after the pandemic was started. It was used to gather information about the products, compare the products, understand the review of products, and finally purchase the product. The study also found out about the social media platforms that are more popular in India. It was also observed from the study that people will continue to use social media even afterlife will come to normal post-pandemic.