A study on the influence of social media on the purchase behaviour of college students with special reference to Gwalior city
Pankaj Mishra, Dr. Anil Vashisht
Social media have become one of the most powerful platforms today that exudes the power to influence decisions of consumers in all walks of life. In our country it is the younger generation which has vigorously embraced the social media and it reflects in the way they use it and have become used to it. The same has provided with a pleasant opportunity to the marketers, who incessantly keep searching for those factors and variables which may have any impact upon the decision making process of young consumers, so that they can work out on providing better offers and services to the target market. In this paper an attempt has been made to explore and describe the social media use by youngsters and its impact upon their buying behaviour. The results may provide insight to the advertisers and marketers towards their investment decisions on social media platforms.
Pankaj Mishra, Dr. Anil Vashisht. A study on the influence of social media on the purchase behaviour of college students with special reference to Gwalior city. International Journal of Academic Research and Development, Volume 2, Issue 6, 2017, Pages 1190-1192