Effects of Social Media Marketing Strategies on Consumers Behavior

Abstract

In the information age, social media is growing rapidly and at a faster pace. Social media is playing an important role in the day-to-day life of individuals. Using social media has become the everyday routine. Many social media sites display different types of advertisements by which the decision-making process is generally getting affected. Social media is much more than just a medium of sharing information. The present study is an attempt to understand how social media affects the decision-making process of consumers and the impacts of various marketing strategies used by firms on social media. The study employs the survey method to collect primary data from 200 customers who have been regularly using social media. Factor analysis and ANOVA has been used to gain insights in the study. The selected respondents are assumed to represent the population in the urban areas of Delhi.