Influence Of Social Media Usage On The Purchase Decision Process: A Study On Indian Consumers

Abstract

Social media has revolutionized communication and information sharing, offering marketers a new avenue to reach customers. In developing countries like India, the rapid growth of social media and social networking sites presents unique opportunities for businesses. However, measuring the real return on investment in social media marketing remains a challenge. This paper aims to assess the impact of social media usage on the purchase decision process. The study examines the usage patterns of social media and their influence on the five stages of the purchase process. The findings reveal that social media is predominantly used as an information source due to its perceived convenience, effectiveness, and credibility. Additionally, social media reviews and opinions significantly influence the purchase decision process. However, the tendency to share post-purchase experiences on social media is surprisingly low. This research contributes to a better understanding of the role of social media in shaping consumer behavior and provides insights for marketers seeking to leverage this powerful platform effectively.