Article Details

Evaluation of Consumer Perceptions towards Social Networking Sites | Original Article

Rohit Kumar Vishwakarma* Mohammed Anam Akhtar in Shodhaytan (RNTUJ-STN) | Multidisciplinary Academic Research


As we all know that social media usage has become an essential part of our day to day life. It has shown an effective and influencing change in the behavior of today’s consumers. It has been playing a vital role in consumer decision process. The word ‘social’ refer to interacting with other people by sharing and receiving information with them where as ‘media’ refers to instrument of communication like the internet. Facebook, Instagram, LinkedIn, Twiter, Google plus and Myspace are some of the most popular social media websites with over 100 million registered users. They have become an effective tool of comparing one product with other in an easy way. This paper presents current status of use of social networking sites by consumers in India and also explains why, when and how the social media affect the buying behavior of Indian consumer.