• Mr Ramesh Gowda

The dawn of social media has opened a new avenue of marketing for corporations. The traditional 'word-of-mouth' publicity has been replaced by the 'word-of-web', we live in an era where consumers are increasingly referring to social media sites before making a purchase. Though companies provide product information through their websites, consumers usually engage with a company only after reading reviews and feedback from existing customers through social media. Companies have found social media as a new platform to advertise their products to the customers as part of their marketing mix. In recent days, especially in the geographical areas like Bengaluru, Social media has become a key factor in marketing mix in general and in promotion mix in particular. The purpose of this research is to understand the effects of social media on consumer behaviour as a marketing tool and to what extent it is going to influence the buying decision of Bengaluru people, Which may help the companies existed in Bengaluru region to weigh the effectiveness of their online marketing strategies.

Word-of –web, Social Media, Marketing mix, Promotional mix, Marketing tool, Buying Decision.

"SOCIAL MEDIA MARKETING AND IT’S EFFECTS ON ONLINE CONSUMER BEHAVIOUR IN BENGALURU", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.101-108, April-2019, Available :http://www.jetir.org/papers/JETIRAY06015.pdf

"SOCIAL MEDIA MARKETING AND IT’S EFFECTS ON ONLINE CONSUMER BEHAVIOUR IN BENGALURU", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp101-108, April-2019, Available at : http://www.jetir.org/papers/JETIRAY06015.pdf