Impact of Social Media on Consumer Buying Behaviour in Shekhawati Region
DOI:
https://doi.org/10.54060/a2zjournals.jase.91Keywords:
Consumer buying behaviour, Social media, Purchase, Influencer endorsement, Digital devicesAbstract
This paper investigates the influence of social media on consumer buying behavior in Shekhawati region, Rajasthan, India. Shekhawati region was a typical combination of rural and semi-urban class people but with the increasing impact of internet and social media for the last several years. The objective of this research was to determine how Facebook, Instagram, WhatsApp and YouTube etc., are affecting consumers while making purchases. A number of 200 respondents from different areas, both urban as well as rural, covering all age groups, having different statuses, have been taken into account to conduct surveys. It has been found that now-a-days social media is considered to be one of the powerful tools which tends to increase awareness about products or services. It also augments peer pressure regarding purchase choice and furthermore enhances customer exploration for product or service offerings. It highlights the importance for firms to integrate the conventional and digital marketing tools in catering the different characteristics of this region’s population. The patterns revealed may also help companies understand strategies to adapt consumer behavior changes for competing in a highly evolving market.
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