A Study on Factors that Drives Customer Attention on Social Media

N. Jannifer Rani, S. Bina Pani and N.S. Nimisha

This research aims to study the interaction between the companies and the consumers directly. Now a day’s social media is playing a vital role for the marketers. It creates curiosity, brand awareness. Social media is the fastest way to get in touch with the consumers. The traditional word-of-mouth publicity has been replaced by word-of-web as consumers are increasingly referring to social media sites before making a purchase, greatly influencing buying behavior. This Study is focusing on the factors which influence the impact of social media on consumer buying behavior. To analyse the impact of demographic variables on purchasing behavior using social media. The survey has been conducted by randomly selecting 50 respondents who are using Social Media. Result show that Social Media influences consumer buying behavior.

Volume 11 | 09-Special Issue

Pages: 100-105

DOI: 10.5373/JARDCS/V11/20192542