IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR

Research Project Submitted In Partial Fulfillment Of The Requirements For

The Degree Of

BBA

SUBMITTED TO:

DEPARTMENT OF COMMERCE

SUBMITTED BY: UNDER THE GUIDENCE OF:

MOHD JUNAID MISS DINAR FATIMA

 CERTIFICATE

This is certify that Mohd Junaid roll no 2110780980021 has completed his research project on
impact social media on consumer behavior as a part of curriculum.

He has shown keen interest in his assignment and was also regular in attendence

DATE: SIGNATURE OF SUPERIOR

 DECLARATION
I here by declare that this project report entitled “IMPACT OF SOCIAL MEDIA ON
CONSUMER BEHAVIOUR” was carried out by me for the degree of BBA under the guidance
and support of MS. Dinar Fatima (Assistance professor) of department of commerce, UNITY
DEGREE COLLEGE. The interprectations put forth are based on my reading and understanding
of the original texts and they are not published anywhere in any form. The other books, article
and websites, which I have made use of are acknowledge at the respective place in the text. This
research report is not submitted for any other degree or diploma in any other university.

Place: Lucknow

Name of student: MOHD JUNAID

Department: BBA

Date:
 ACKNOWLEDGEMENT

I would like to thank our principal Dr. Sunil Dhawan for their immense support and
blessing. . I thank our HOD MR.Absar Ansari for his support. I would like to express my special
thanks of gratitude to my research guide Ms. Dinar Fatima, associate professor of department of
commerce for her valuable suggestion and guidance for giving me the golden opportunity to do
this wonderful research project on the topic: IMPACT OF SOCIAL MEDIA ON CONSUMER
BUYING BEHAVIOUR, without her help it would have been difficult for me to have reached
this state of completion of my project report. Also, I would like to thanks my parents and friends
who helped me a lot in the preparation of this project .

I wished to acknowledge the help of all those who have provided me information guidance and
other help during my research project.
 SUMMARY
Social media marketing is crucial, because it is one of the most effective tools and techniques in
any form of advertisement. Any businessman's main goal is to maximize the amount of sale
articles using different marketing methods and strategies, as is well known. Without a question,
it will help a variety of businesses increase their profits. The primary goal of this research is to
determine how social media marketing can influence final consumer behaviour among people
who often use social media platforms, as well as to determine the predicted relationships
between different social media marketing practises, customer activities, and consumer
behaviour.

The implementation of Social Media platforms is continually evolving to meet the social needs
of internet users, while also increasing the potential for corporations to market their goods and
services in a tailored manner.In the past, social media has played a critical role in influencing
consumer perceptions during the purchasing process. Organizations cannot overlook the
growing value of social networking sites in terms of customer behaviour and the impact they
have on it.

The political system at the location where goods are distributed and bought online has evolved as
a result of social media. It describes their mindset and potential position in business marketing
strategy, as well as various approaches to handling them as marketing methods and
techniques.The passive emphasis is on how social media is affecting customer behaviour, while
the aggressive focus is on using social media ads as direct marketing and personalization tools.
The use of social websites by all users has largely grown in the digital century, and these
consumers' use of social networking websites has had a significant impact on them in a variety of
ways.To grasp this, consider how the internet, with its proliferation and diversity of content, has
made a significant contribution to the evolving lifestyle. Adoption of the internet and mobile
marketing, as well as evidence that electronic marketing adoption or denial is guided by sound
customer behaviour..The use of the internet is spreading through virtually the entire globe. It is
more widely used due to simple payment choices, lower hardware costs, low-cost internet
communication, and dependable infrastructure.

Over the last five years, social media has transformed the way businesses conduct business using
machines online, and as a result, social media marketing has earned its own name in the business
community. There are numerous online social networking sites that influence customer
behaviour. Youtube, Instagram, Blogposts, Facebook, Wikipedia, Pinterest, and Twitter are only
a few examples.Nowadays, nearly all ages of users use social media, including college students,
workingclass residents, and even the elderly. Social networking sites are used by millions of new
young people. In today's world, social media has evolved into a powerful mechanism that
consumers can use to make purchasing decisions. Consumers' lives have been altered by
technological advancements.

Today we are living in 21stcentury, it is very difficult for the consumers to spend time on
purchasing the product because of busy schedule. Now a days users are acquiring followers and
subscribers giving information by social media how to purchase the goods online without
wasting time to go personally.Consumers may obtain information not only about businesses, but
also about the companies, through Social Networking Sites. Even social media is assisting
customers in purchasing products by interaction, which means that consumers and other players
such as companies, consumers, culture, and businesspeople are actors rather than spectators. As
a result, customers have the option to change their minds before buying any product online.
TABLE OF CONTENT
ABSTRACT
The goal of this paper is to research empirically the role of social media in consumers' decision-
making processes. A quantitative survey investigates up to what degree experiences are
altered by the use of social media. Customer

sentiments on items and administrations are currently progressively overwhelmed by outsiders in

advanced spaces, which thusly impact conclusions in the disconnected space. Web-based social
networking has engaged purchasers, as

advertisers have no control over the substance, timing, or recurrence of online discussions among
shoppers. Results show that social media usage influences consumer satisfaction in the stages of
information search and alternative

evaluation, with satisfaction getting amplified as the consumer moves along the process towards
the final purchase decision and post-purchase evaluation.
INTRODUCTION
A study based on the decision process of consumers for purchases widely influenced by social
media. Internet-based life has involved a significant situation as a specialized device. Individuals
over the globe utilize online life to interface with others or associations. Individuals have a great
deal of associations via web-based networking media, in this manner data is devoured by
numerous individuals. This data turns into a wellspring of effect on shoppers and their
purchasing conduct. From all around the world people begun to utilize online networking, for
example, Facebook, Twitter, Instagram and LinkedIn to share their encounters. As clients,
individuals share item audits, data about a help, exhortation on food or wellbeing, admonitions
about items, tips on utilizing certain items, and substantially more. In the course of the most
recent decade, the World Wide Web has seen a multiplication of client-driven web advancements
,for example, web journals, informal communities, and media sharing stages. By and large,
called web-based life, these innovations have empowered the development of client created
content, a worldwide network, and the distribution of shopper feelings
1.3MEANING OF COMSUMER BEHAVIOUR
The study of individuals and organisations and how they like and use goods and services is
known as

consumer behaviour. It specifically reflects on psychology, motives, and attitudes.

The study of customer behaviour covers the following topics:

• How consumers think about and feel about multiple choices (brands, products, services

and retailers)

• Consumer reasoning and decision-making

• How consumers behave when studying and shopping

• How their environment (peers, society, media) influences their behaviour.

• How ad plans are often updated and tweaked in order to have a greater impact on customers.

„„Consumer behaviour is the behaviours and judgement processes of people who buy products
and services for personal consumptions," according to Engel, Blackwell, and Mansard.

„„Consumer behaviour is the judgement process and physical action that individuals partake in
while

assessing, purchasing, consuming, or disposing of products and services," according to Louden

and bitta

CONSUMER

Consumers

Any individual who purchases products or services for his/her personal use and not for
manufacturing or resale is called a consumer. A consumer is the one who decides whether or not
to buy an item at the store or someone who is influenced by advertisement and marketing.
They are the end-users in the distribution chain of goods and services. Buyers are the people who
buy the product or service and might or might not use it. The person who ultimately uses the
product or service is the consumer. Aconsumer is the one for whom the services or products are
ultimately designed for.

1.3.2 ATTITUDES

STRUCTURE OF ATTITUDE

STRUCTURE OF ATTITUDE

COGNITIVE COMPONENT
(BELIEFS)
AFFECTIVE COMPONENT
(FEELING)
BEHAVIOURAL COMPONENT
(ACTION)

 Cognitive Component − the first component is cognitive component. It consists of an

individual‟s knowledge or perception towards few products or services through personal
experience or related information from various sources. This knowledge, usually leads to beliefs,
which a consumer has, and specific behaviour.

 Affective Component− the second part is the affective component. This consists of a person‟s
feelings, sentiments, and emotions for a specific brand or product. They treat them because the
primary criteria for the aim of evaluation. The state of mind also plays a serious role, just like the
sadness, happiness, anger, or stress, which also affects the attitude of a consumer.

 Behavioural Component − the last component is conative component, which consists of a

person‟s intention or likelihood towards a particular product. It usually means the particular
behaviour of the person or his intention
1.3.3 Consumer behaviour influenced by various factors:
Marketing factors like product design, price, promotion, positioning, and distribution.

ch as physical surroundings at the time of purchase, social

surroundings and time factors.

– caste and sub-caste.

Consumer Decision Process

Consumers are individuals that purchase or consume products and services that are offered to
them. The consumer buying behavior can be mysterious and complex at times. The openness
and straightforwardness of data havesignificantly impacted the dynamic procedure, along these
lines, it is critical to at what are the obstacles and fictionfocus that hold possibilities turning out
to be buyers or keep buyers dithering from repurchasing. Hence, the consumer decision-making
process shows the critical aspects of individual consumption behaviour. (Sternthal and Craig
1982)

Consumer behaviour can be classified into five stages –

1. Problem recognition

2. Search of information

3. Evaluation of alternatives,

4. Final decision

5. Post-purchase decisions.
 problem recognition

search of information

evaluation of alternatives

final decision

post purchase decision

1. Problem recognition
Problem recognition takes place whenever a consumer recognizes a significant difference
between the desired and the actual state of affairs, which is insufficient magnitude to arouse and
activate the decision process (Solomon, Bamossy and Askegaard 2002). At the point when an
individual is activated remotely, for example, an individual may see a TV notice for a get-away,
the upgrades triggers musings or thoughts regarding the chance of making. Once consumers
recognize a want, they need to gather information to understand how they can fulfil that want,
which leads to step 2.

2. Search of Information
The last buy choice won't be made without a moment's delay, in any event, when people
recognize, perceive their issues, and focus on the accessible items; similarly, when
possibilities have a certain enthusiasm for an item or administration, they will in general
experience the accompanying strides before completing any activity – recognizing accessible
choices, considering data of chose alternatives, and in the end judging which of these choices can
no doubt convey the best result. While inquiring about their choices, purchasers again depend on
inside and outside elements, just as past associations with an item or brand, both positive and
negative. In the search of information, they may peruse through alternatives at a physical area or
counsel online assets, for example, Google or client audits.
3. Evaluation of alternatives
When data has been gathered, the customer utilizes it to assess and survey the elective item
decisions to show up at a buy choice. The elective assessment and data search stages, however,
introduced independently, are unpredictably interlaced during dynamic, and shoppers frequently
move to and fro between the two. Elective assessment includes the determination of decision
options and evaluative measures. When decided, the exhibition of the considered decisions is
thought about along the notable rules, lastly, choice standards are applied to limit the choices to
make the last determination. This stage prompts the arrangement of convictions, perspectives,
and goals, prompting the resulting phase of the procurement. The alternative that is simpler to
use or arrange, or what is preference of the majority orvarious other reviews and experiences
matters in the evaluation.

4. Final decision
Purchase choice alludes to the last decision or choice made with respect to which item to
purchase.. The act of purchase is the last major stage, with the consumer deciding on what to
buy, where to buy, and how to pay. Purchase is a function of intentions, environmental
influences and individual situations. Some of the influences that can affect the purchase
action include the time available for decision making, information availability, and the retail
environment. The attitude of family and friends, and unanticipated circumstances such as product
availability (size, colour) and stock-outs may also force a re-evaluation (Kotler and Armstrong,
2014).

6.Post-purchase decisions
After consumption, the consumer then experiences certain levels of satisfaction or dissatisfaction
and evaluates the wisdom of the choice made in selecting the alternative. Two potential
outcomes are derived from this phase – satisfaction or dissonance. When consumer
experiences dissonance towards the purchase, the choice is „devaluated‟and the consumer begins
the process of searching, obtaining information and evaluating other options for future buying
decision, in which triggers new behaviour. (Sternthal and Craig 1982). In this part the process
involves initiative from both buyer and seller where the expectations of the buyer had to be met
perfectly by the product and seller has to ensure future engagement and repurchase by the buyer.
SOCIAL MEDIA
Social Media can be defined as a group of Internet-based applications that are built on the
ideological and technological foundations of the Web and that allow the creation and exchange
of user-generated content. Social media is accessible and enabled by scalable communication
techniques. As social media become more and more prevalent, connecting people and facilitating
the exchange of information, consumer behaviour is shifting. Through social media, consumers
now can easily watch an interesting advertisement on YouTube, while posting their own
opinions on Twitter and sharing it with friends on Facebook. Social media differ from paper-
based media (e.g., magazines and newspapers) and traditional electronic media such as Radio,
TV in many ways, including quality frequency, interactivity, usability, and performance.
Types of Social Media

In this discussion regarding different categories of social media, 4 distinct types of social media
outlets are focused on:

1) Social networking sites

2) Social news Website

3) Media sharing Sites

4) Blogs

Each of these social media platforms unique features.

1. Social networking sites

A social networking site is an online platform that people use to build social networks or social
relationships with other people who share similar personal or career interests, activities,
backgrounds, or real-life connections. Interpersonal interaction locales, as a rule, have another
client input a rundown of individuals with whom they share an association and afterward permit
the individuals on the rundown to affirm or some interpersonal interaction sites like LinkedIn are
utilized for setting up proficient associations, while destinations like Facebook ride the line
among private and expert.

2. Social news Website

Social news websites are communities that encourage their users to submit news stories, articles,
and media and share them with other users. These stories are ranked based on popularity, as
voted on by other users of the website. Users

and comments and share these stories too..

3. Media sharing sites

A site that empowers clients to store and offer their interactive media records (photographs,
recordings, music) with
others. The media is played/seen from any Web program and might be specifically accessible by
means of a secret key

or to the overall population.

4. Blogs

.blog allows you to post your views on a particular topic. On February 16, 2011, there were over
156 million public blogs in existence.

Social Media and Marketing

According to Weinberg (2009), he refers social media marketing as leveraging the „social‟
through the „media‟ to „market‟ businesses‟ constituents. Social Media marketing is the process of
empowering individuals to promote their services or products through different social media
channels to attract a larger amount of people that may not have been available via traditional way
of advertising. The advertisements via mass media are no longer as efficient as they were in the
past. Social web is a place where people with common interests gather to share ideas,
information, thoughts etc. Through the channel of social media marketers can listen and respond
to communities, take feedbacks and promote their products or services.

What makes social media marketing special?

Small and medium sized companies with small budgets can take full advantage of social media
marketing when they have insufficient funds to use the traditional way of marketing. Even
though social media marketing is an evolving concept, the basic idea of marketing remains the
same which is to target the section of the population, communicating with prospects, building
loyalty and so on.

Social media and consumer

Social media as a mean of giving consumers a voice. Companies are engaging with the purpose
of creating brand awareness, engaging their existing customers, driving traffic to other marketing
properties and growing channel number (Zarrella 2010; Weber 2009; Weinberg 2009; Smith and
Zook 2011). Each of the social media platforms plays a role in giving out, receiving, and
exchanging information without any boundary limitations, and as mentioned previously that
social media enables the two-way flow of information. Since the flow of communication does
not merely impact how companies can access their targeted groups, but also it influences
throughout the entire decision process, from interpreting the message, searching for available
alternatives, as well as actions carried out in the after the purchase; thus, it is important to
denote that rejection, misinterpretation, and misunderstanding are the possible pitfalls in the flow
of communication (Smith and Zook 2011, 120).

Online life presents another element of potential outcomes and difficulties for advertising (PR)
and organizations around the globe. It rebrands the idea of the network and reclassifies the
manners in which customers and brands impart. Before online networking, purchasers were
constrained in how far they could take protests, past reaching client care, or telling others in
their locale. Web- based social networking changed this. Presently, customers in a split second
can voice open remarks about organizations.

Online networking, as another segment, has additionally confused the noble purchasing conduct
process hypothesis wherein the purchasing perspectives are not affected simply by the
customary channels yet reach out to the online stages. Inclinations and choice checking is
incited rely on the information sources given by parties outside the ability to control of online
advertisers, for example, peer audits, referrals, websites, interpersonal organizations, and
different types of client produced content.

Social media such as Facebook, Twitter and YouTube are dynamic tools that facilitate online
relationships (Golden, 2011). It is a relatively low cost form of marketing and allows
organizations to engage in direct and end-user contact (Kaplan and Haenlein, 2010). Given the
choices made available to consumers and the influential role of social media marketing, the
brands and consumers have a changing role to play in the organization‟s strategy in that they
now have an economic impact (Lindermann, 2004; Mayfield, 2008).

Brands influence customer choice. Customers influence other customers. These chains of
events affect repurchases, which further affect future earnings and long term organisational
sustainability (Oliveira and Sullivan, 2003). Peer correspondence through web-based life,
another type of buyer socialization, it affects dynamic and in this manner advertising procedures.
Buyer socialization hypothesis predicts that correspondence among buyers influences their
psychological, full of feeling and conduct mentalities

OBJECTIVE OF THE RESEARCH:

Social media has become a crucial instrument for online consumers in this day and age. It‟s no
surprise that all kinds of businesses have turned to social media to find and connect with their
target market. There‟s a 71% more chance of users buying a product when it is referred to them
through social media. The generation born in 2000s is considered as;
The generation that spends most of their time on social media websites/apps, more than 50% of
their purchases are influenced by social media. Social media websites/apps are the foremost
platforms for executing successful digital marketing campaigns. Changes in consumer behaviour
due to social media are one of the most fascinating aspects in modern marketing. The objective
of this research is to explain why, when, and how social media has impacted the consumer
decision process. The study has been conducted by collecting primary data through
questionnaires in Delhi during the month of May.

Research Questions:

1. How do consumers gather and process the information before a purchase?

2. How does social media affect consumers in different stages of their decision making?

LITERATURE REVIEW
s
t century. Internet based messages have started
The use of social media is a trend in the 21
influencing different aspects of consumer decisions, the buying behaviour, evaluation,
communication with brands etc.

The advent of social media in forms similar to Twitter and Facebook are beginning to
have large implications on business practices and academic literature alike. Over the last few
years, many academic research papers have investigated the role of social media in the business
world. Twitter has been analysed to look at the role it plays in a variety of marketing areas to
include helping brand and promote businesses (Greer and Ferguson 2001). In order to increase
their profitability, companies now need to focus on enhancing their understanding of their
customers (Karimi, 2015). As Grant (2007) mentioned, traditional distribution channels have
suffered as consumers now use online purchasing due to easier access to product/service
information.

Companies use customer centric approach to create a social network and interact with all of their
target group. Changing the traditional approach marketing is now based on interactions.
Consumers‟ motivations to join social networks have been identified, analysed and supported by
several studies. Consumers have been recognized to join social media in order to get some type
of information and request for help; to improve their skills and knowledge about certain product
or service. Members feel identified with the symbols and meaning that the brand stands for; but
also to share their passion and feel gratification from participating in the community (Shao,
2009, Park et al., 2009, Brodie et al., 2011a, Zaglia, 2013). Social media can now provide with
additional and vast information about any product and brand to various people with different
opinions.

There are a number of social platforms that have facilitated information sharing. For instance, a
free online

encyclopaedia, is one of the most popular platforms and has the facility for users to collaborate
on information sharing

(Chen et al. 2011a).Other platforms with the ability to generate reviews and ratings, such as
Amazon.com, enable customers to review and rate products. In addition, members of these
platforms are cooperatively interdependent (Chriset al. 2008). By using social media, consumers
can create content and offer valuable advice to others (Füller et al.2009). This new development
has seen online communities and an electronic network of individuals emerge on social
platforms where members share information globally and quickly (Molly McLure & Samer
2005).

People before taking any decision regarding purchase of a product or service tends to refer online
comments ad reviews nowadays. With trend of online ordering the reviews of other people
matter a lot for people to get insight and real view of how the product actually is without
physically having the product with them.With the rise in social networks, a new era of content
creation has emerged, where individuals can easily share experiences and information with
other users (Chen et al. 2011a). The next generation of online businesses will be based on
communities - a good tool for new customer attraction (Bagozzi & Dholakia 2002; Ridings &
Gefen 2004).

Online communities offer an opportunity to organisations to have a better customer relationship

management system (Ridings & Gefen 2004), for instance, giving rise to a new development
where businesses can improve 389 A study of the impact of social media on consumers
performance. Moreover, on those platforms where consumers have social interaction, members
can become familiar with one another, providing a possible source of trust (Lu et al. 2010). This
can greatly influence users‟ intention to buy (Gefen 2002). At times it is said that “Celebrity is
mandatory” it is when the role of influencers and celebrity comes in promotion of a brand online.
There are celebrity endorsements which influences people to go towards a particular brands,
celebrities and influencers play a very important role in online promotion..

There are a number of social media that facilitate these activities, such as Wikipedia, Facebook,
YouTube and Twitter. Individuals apply different social media tools, such as online forums and
communities, recommendations, ratings and reviews, to interact with other users online. In fact,
individuals are attracted online to exchange information and receive social support (Ridings &
Gefen 2004). Web-based life involves correspondence sites that encourage relationship framing
between clients from assorted foundations, bringing about a rich social structure. The client
produced content energizes requests and dynamics.

Reviews are one of the key areas that have emerged from social media. Customer reviews are
widely available for products and services, generating great value for both consumers and
companies (Nambisan 2002). In fact, consumers are actively encouraged by firms to rate and
review products and services online (Bronner & de Hoog 2010). These activities produce
electronic word of mouth. This word of mouth, produced through social media, helps consumers
in their purchasing decisions (Pan & Chiou 2011).

Marketers could consider that social media does influence buying behaviour. According to the
recommendations on purchases, 59% of all respondents were using Facebook as their social
media tool when they received a product recommendation. Thirty seven percent of all users
were using Twitter. From these results, social media has influenced their buying behaviour.
The relationship between social media and consumer decision-making present that social media
affects advertising attitudes, brand attitudes, and purchasing intentions of consumer. It will not
necessarily affect consumer‟s decision- making, but might possess a mediating effect (Taining,
2012).

Social media can build brand attitudes that affect buying behaviour. The good image of brand or
product can lead the consumer to make decision on their purchases. When consumer‟s friend on
social media shares or recommends services or products on their social media, it affects brand
attitude and influences their decision-making. Yet, advertising on social media, which is
provided by commercial sources affect both consumer brand attitudes and purchasing intention
(Yang, 2012). Any brand that has a good image on social media gets a higher benefit and
consumers prefer that brand. Marketers sometimes get involved in doing negative publicity for
competitors brand to decrease their market value and attract customers towards them.

Social media is not only for advertising, but it can also be a tool for brands or services to connect
with their consumers.

Another study shows that social media allows consumers and prospective consumers to
communicate directly to a brand representative. Since most consumers are using the social media
as tool to search and purchase items, brands or services use this advantage to advertise their
products. The online consumer is a booming market worldwide, however it is giving a globalized
level of segmentation cross-culturally (Vinerean, Cetina & Tichindelean, 2013). Interpersonal
organizations are currently a significant piece of each showcasing methodology, and the
advantages of utilizing online life are extraordinary to such an extent that anybody not
actualizing this savvy asset is passing up a marvelous promoting opportunity. It's anything but
difficult to see that web-based life showcasing is a key component for accomplishment in
promoting and numerous advertisers understand the potential for business development utilizing
the stage.

Consumer motives for engaging in social media provide insights into consumers‟ activities.
Consumers have three main gratifications or motives for using the Internet as a medium,
namely, information, entertainment, and social aspects (Heinonen, 2011). The motivation is in
two main groups: rational motives, such as knowledge-sharing and advocacy, and emotional
motives, such as social connection and self-expression (Krishnamurthy & Dou, 2008).
Purchasers' exercises in internet based life have been discovered dependent on buyers' lead on
the web. These days shoppers are utilizing Internet as their apparatuses to accomplish their
inspirations. Their inspiration could be associated with their old companions, business, or
surveys to help their dynamic. Audits via web-based networking media become recycled assets
to bolster purchaser's dynamic since they need they need an incentive from their dollar. Surveys
on web based life influence to costly things, yet in addition modest things also. Individuals can
see the surveys on beautifiers, books, vehicles, lodgings, or even nail shines. Those surveys can
rouse buys or on the other hand bolster shoppers dynamic by make it increasingly sensible to
spend the cash on it.

Social media does not only effect consumers‟ decision making on products or services, but also
it helps in other fields of studies or careers such as political or juror impartiality and fair trials
too. In context of justice system, the easily accessible nature of the Internet has results in jurors
having the ability to consult an online social media source in order to aid their decision-making
and deliberations (Simpler, 2012). Online life is one of the most cost-effective
computerized showcasing strategies used to coordinate substance and increment your business'
permeability. Executing a web based life procedure will significantly expand your image
acknowledgment since you will be drawing in with a wide crowd of purchasers.

Since people can‟t try travel-related products and services before they consume them, dynamic
processes with various amounts and types of information sources have been used (Fodness, &
Murray, 1977). Many studies have found that many travellers used social media as a guideline
for their trip. Reviews of places, hotels, transportation, food, or restaurants could have large
effects on traveller‟s decisions. Travel organizations and businesses have used social media as a
communication tool for their audience by posting travel information; uploading photos,
warnings, advice, or sharing personal traveller reviews.
Those things can influence trip's decisions and even create future trip destination impressions.
Fifty-eight percent of U.S. online travel used ratings for their travel information: 49% of them
checked reviews and recommendations: 18% used photos and friends‟ social network sites: 12%
read blogs: and 5%watched videos (eMarketer, 2007). Venkatesh, Speir, and Morris (2002)
showed the theory of social influence affected person‟s decision-making. People participating in
social media activities are usually in communities and appear to be socially influenced
by the community group members.

Social influence is defined as the degree to which a person believes that person to perform a
particular behaviour (Venkatesh, Speir, & Morris, 2002).The utilization of online life in
movement arranging impacted expanding real travel experience offering conduct and the
experience to web based life likewise emphatically identified with real travel-experience
sharing via web-based networking media. These outcome detailed that with expanded apparent
delight, the utilization of internet based life increment as a source in movement arranging, and
level of involvement in internet based life has a positive effects on sharing travel encounters via
web-based networking media.

Social media has brought on a „participatory culture‟ where users network with other like-
minded individuals to engage in an unending loop of sharing information, monitoring updates,
and requesting opinions and ratings on all kinds of products, services and activities (Ashman et
al., 2015). The quality of online product reviews, characterized by perceived informativeness and
persuasiveness, together with the perceived quantity of reviews, are found to have a significant
positive influence on consumers‟ purchase intentions (Zhou et al., 2013; Zhang et al., 2014).

People tend to trust and believe on the online information more than the corporate
communications and advertisements. Riegner (2007) explained that everyday customers are
increasing their role in the commercial marketplace, while using internet as a tool for
interpersonal communication and commercial implications. Alsubagh (2015) explained that
internet is part of the everyday lives of world population affecting a new form of
communication through social networking sites. Internet offers opportunities for receiving pre
and post-purchase information.

Its main advantage is the amount of information available and freedom from physical contact
(Jepsen, 2007). According to Hajli (2014), availability of internet has provided individuals with
the opportunity to use social networks, such as Twitter and Facebook, to interact without the
need for physical meetings. Through social networks, companies can increase brand awareness,
positive word-of-mouth, sales, and generate greater support. According to Nolcheska (2017)

these social media platforms have enabled a two-way flow of information that allow companies
to influence the purchasing decision of targeted groups. With expanded permeability, your
business acquires open doors for change. Each blog entry, picture, video, or remark may
lead watchers to your organization's site and increment traffic. Web-based social networking
advertising permits your business to give a positive impression through an adaptation factor.
Jackson (2009) said that another area of modelling network interaction concerns how network
impact behaviour. Also, according to Nolcheska (2017) customer‟s social interaction has a huge
influence on purchase decision, starting from the problem recognition, searching of relevant
information, evaluation of alternatives, final purchase decision, and post purchase satisfaction.

According to Dellarocas (2002) Digital Marketing has allowed individuals to make their personal
thought accessible to other community of Internet users. Members of a certain community can,
without any cost, submit their opinions regarding a certain product, topic or community and
these online reviews have a significant effect on customers‟ purchase intentions (Zhang et al.,
2014). Dellarocas (2002) explained that online mechanisms can nowadays change people‟s
behaviour in important ways.

In difference to a decade ago, when people would base their decisions on advertisements
or other advice from professionals, now they increasingly rely on reviews or opinions posted
on online systems. Each client collaboration on your business' internet based life accounts is a
chance to openly exhibit your empathy for your clients. Regardless of whether an individual has
an inquiry or a grumbling, web based life permits you to address the issue utilizing relational
discourse. A brand gave to consumer loyalty that sets aside the effort to create individual
messages will intrinsically be seen in a positive light, regardless of whether reacting to a client
protest.

According to Alsubagh (2015) customers are constantly exposed to these different

advertisements that try to catch individuals‟ attention. Kumar (2004-2005) explained that search
tools are now used to look up pre-purchase product information, such as price, style, reviews etc.
Internet tends to be the primary source of information for most customers on regular basis and
social networks allow customers to evaluate products, make recommendations and make status
updates. These customers can easily share their ideas, opinions and experiences while connecting
with other online peers (Nolcheska, 2017). Online life is a systems administration and
correspondence stage. Making a voice for your organization through these stages is significant in
acculturating your organization. Clients value realizing that when they post remarks on your
pages, they will get a customized reaction instead of a robotized message. Having the option to
recognize each remark shows that you are mindful of your guests' needs and mean to give the
best understanding.

RESEARCH METHODOLOGY
Research Design

A Research Design defines how the researcher will ask the research questions. It sets out a
logical arrangement of the measurement procedures, sampling strategy, frame of analysis and
time frame. There are three types of research designs:

1. Exploratory research design: This kind of research design is used when the problem is vague,
its main objective is to explore and obtain clarity about the problem situation. It mostly involves
a qualitative investigation.

2. Descriptive research design: This Design is used when a comprehensive and detailed
explanation is required for the problem of the study. It can be done in the following ways

A. Longitudinal Study

B. Cross sectional study

3. Causal research design: This type of research design is used when a researcher manipulates
one or more causal variables to assess its effect on its dependent variable. This cause effect
relationship tends to be probabilistic in nature.

The research design used for this paper is Exploratory since we are trying to gain insight on the
Impact of social media on consumer buying behaviour through surveys and published papers
with relevant information.

Data Collection Method

The data collection method used is primary as well as secondary. We collected the primary data
through surveys using the platform of Google forms, which is a free surveying web-based
application. For secondary data we talked to some people about their buying decisions and went
through other research papers having similar topics. Exploratory research is characterized as an
examination used to examine a difficult which isn't plainly characterized. It is led to have a
superior comprehension of the current issue, however won't give convincing outcomes. Such an
examination is generally done when the issue is at a primer stage.

Sampling Design
Sample Universe: The sample universe includes the people of New Delhi region.

Sample Size: The sample size of the participants was of 136 people.

Questionnaire Design
The types of questions used in our Questionnaire are structured as multiple choice questions.
This is done so that the researcher is able to find the impact of social media on consumer buying
behaviour.

Scope of the research

Taking the objectives of the research into account, conducting the study from the viewpoint of
the consumer would be the ideal approach. The researcher conducts this study to help consumers
identify reasons regarding how social media changed their buying decisions. The main purpose
of marketing is about analysing the needs of the consumer therefore the data collected through
the questionnaire is from the consumer‟s point of view so that new insights can be
determined. The research also aims to help potential readers understand the importance of social
media websites/apps in the consumer decision-making process. The research focuses on the
behaviour of end consumers.

DATA ANALYSIS

1. BACKGROUND

The following section presents analysis made on the data collected from the questionnaire. The
set of questions were sent to individuals who are currently living in New Delhi, India. Since
the survey was sent to 150 individuals, and the number of participants was 137, therefore the
total percentage of responses was 91.33(%). In total the questionnaire contains 12 questions.

In the upcoming sections analysis and findings are presented.

1.1 Age Distribution

The following pie chart shows the age distribution of people into 6 different age groups who
filled out questionnaire.

1.2 Gender:

The following pie chart shows the gender distribution of the respondents. By asking these two
general questions we are able identify the diversity of the responses, which will help us give a
more generalized analysis. Six different age groups are covered by collected data, they are 15 -
25 years old 45.3(%), 26 – 35 years old 8(%), 36– 45 years old 18.2(%), 46 – 55 years old
19.7(%), 56 – 65 years old 6.6(%), 65 and above 2.2(%). From the received responses, 31.4(%)
of the respondents were female, and 68.6(%) were male. Since the collected data covers people
from different age groups, preferences and gender, therefore the following analysis is carried out
in assessing the general consumer behaviour in New Delhi.
1.3 Frequency of online shopping done by people

The above pie chart shows the frequency of online shopping done by people. It shows that
48.2(%) of the people did online shopping on a monthly basis, 24.1(%) of the people did online
shopping on a weekly basis, 2.9(%) of the people did online shopping every day and 24.8(%)
people did online shopping 1 or 2 times a year.

1.4 Time spent on Social Media Websites on a typical day:

The fourth question of our survey was to find out about the number of hours spent by people on
social media per day. Through this we got to know that major chunk of population spent 0 - 2
hours of their time on social media i.e. 49.6(%) of people. Furthermore, 30.7(%) of population
spent 2 - 4 hours on social media, 15.3(%) of people spent 4 - 6 hours on social media, with the
least number i.e. 4.4(%) spending 6 hours or more on social media. The emergence and
popularity of social media have made it easy for an individual to communicate in real time with
different people. So one can extend their hover of online companions to any degree with the
utilization of internet-based life.

1.5 Apps and Websites used most for buying products online:

According to the survey Amazon is the most preferred platform to do online shopping with
87.6(%) of the votes. The comes Flipkart 30.7(%), Myntra 28.5(%), Others 21.9(%), Shein
16.8(%). Amazon is to be considered as a leader of online networking sites these days as stated
by the majority of our respondents.

1.6 Do people follow brands on social media?

Information about various brands, promotions, discounts and offers are posted on social media
sites, social media and website is a very good way to receive information about everything
without great amount of efforts, thereby, majority i.e. 58.4% of people tend to follow various
brands on social media.

1.7. Do you take social media as electronic word-of-mouth?

The impact of Electronic Word of Mouth (eWOM) on customers' buy goals has been known for
quite a while. Be that as it may, Electronic Word of Mouth (eWOM) has increased another
measurement with the appearance of web based life. Electronic Word of Mouth effect purchase
decisions. 60.6% of the total population said that social media acts as an electronic word of
mouth and does effects the various decisions of consumers. Apart from that there are 32.1% of
people who don‟t want to state extreme sides they chose „maybe‟ as their answer. Whereas 7.3%
of people stated that social media should not be considered as electronic word of mouth

1.8 Does social media affect your vision of the brand?

Social media is like megaphone to generate information about the brands to the customers,
brands can shine and create an advantage through this medium by generating positive
information about their products and services. 46.7% of the total respondents stated that social
media does affect the vision of the brand in the minds of the customers. This can have a negative
impact for the brand in a case where there are few bad reviews about the brand on social media,
the target audience might consider it to be the trust and not buy the product or service from that
brand. Whereas, the minority of people ie 30.7% said that social media does not affect the
perception of the brand, they believe mostly in trying the product and service and then judging it
instead of looking at its promotion on various websites.

1.9 Do you feel that your purchase is influenced by social media?

All kinds of businesses have turned to social media to find and connect with their target market.
Consumer buying decision is affected by the social media promotions.46% people agree that
social media does influence the purchase, whereas 34.3% people are neutral in this and a very
few people disagree to this fact.

1.10 Do you think social media plays an important role in promoting a brand?

Social media marketing helps to spread the word about the products and mission of a brand.
Through promotions, influencers or celebrity marketing brand awareness is increased, majority
of our respondents i.e. 87.6% of people said that social media plays a very important role in
brand promotion, whereas, a minority of 10.2% were neutral to this aspect.
FINDINGS AND CONCLUSION

FINDINGS

1. The maximum number of the respondents were from the age group of 15-25 as this is the age
group which spends maximum number of hours on Social Media.

2. Data from survey shows that nearly half of the people tend to do online shopping once or twice
in a month. This may suggest that they belong to working class which do not have a lot of free
time and they tend to buy in large quantities but less frequently from Online platforms.

3. The data from the survey shows that almost half of the people spend 0-2 hours every day on
Social Media Platforms. Social Media plays a crucial role in connecting people and developing
relationships which enables us to grow in our careers and have more opportunities.

4. The data from the survey shows almost 60% of the respondents follow brands on Social Media.
People follow brands on Social Media as they want to know about sales, new products etc.

5. The data from the survey shows that almost 61% take Social Media as the Electronic word of
mouth as many people make purchase related decisions according to Social Media referrals.

6. The data from the survey suggests that almost 47% of the respondents believe that
Social Media page/website affected their vision of the brand. As most of the consumers who
shop online read reviews about the brands of the products, they are buying which might affect
their vision of that particular brand.

7. The data from the survey shows that 46% of the respondents believe that their decision was
influenced by Social Media. It is because many people tend to see online reviews and comments
about that particular product to choose the perfect brand and price.

8. The data from the survey shows that almost 88% of the respondents believes Social
Media plays an important role in promoting a brand as it helps increase the amount of exposure
which enables the brand to generate leads and increase sales.
CONCLUSION

It can be concluded from this research that consumers in Lucknow, India are

actively utilizing social media

platforms as a tool in validating their purchase decisions. Social media is taken as the electronic
word of mouth by majority of the respondents. Reviews and preferences by the past consumers
on Social media platforms affect the decision process of potential customers. Social media users
found decision-making to be easier and enjoyed the process more, when compared to those who
used other information sources. Those who perceived the information on social media to be of
higher quality and greater quantity than expectations were more satisfied overall. The
results overall show that Social Media has a strong impact on the consumer decision-making
process.