EFFECT OF SOCIAL MEDIA ON CUSTOMER SATISFACTION AND ONLINE BUYING BEHAVIOUR IN E-COMMERCE
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Abstract
Social media has completely changed how people communicate and share their interests and information. Marketers now have another way to reach consumers thanks to the explosive rise of social media and social networking sites, particularly in emerging nations like India. The study makes an effort to evaluate how social media use affects the decision to buy. Social media is a popular platform for exchanging interests and information. These days, social media is the "high-quality opportunity to be had" item for instantly connecting with potential clients. The daily marketing streams are only a small portion of the many strategies used to promote and brand goods. Customers can now investigate things, label them, and offer more critical feedback thanks to technology. As a result, a lot of businesses now have social media profiles to expand their product expertise. For many manufacturers, social media advertising is the new motto. According to the report, social media is most frequently used as a source of information for networking, entertainment, and new brand information. The choice to buy is also influenced by reviews and opinions on social media, but people have a surprisingly strong propensity to share their experiences after making a purchase. This study assesses consumers' knowledge of social media platforms and their degree of happiness with online shopping.
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References
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