• S.Shanthi

Social media becomes part of a human life. Social media such as Facebook, Twitter, youtube, whatsapp, Instagram, snapchat has a number of the user and keeps increasing every day. social media helps marketers to interact with their customers. These interactions help marketers determine customer wants and understand what their market might look like. The objective of this paper is to role of social media in consumers' decision-making process for their purchases. This paper will outline the overview on how the consumers use social media in the stages of decision making process and the variables that influence their behavior. A survey of 50 customers selected randomly in the karaikudi area, to find out to what extent they are impacted by the use of social media, and what role it plays in their purchase decision making process. Findings and conclusions presented in the paper are only valid within the population selection and cannot not to be generalized elsewhere due to the differences in environmental and cultural factors.

social media, decision making, consumer behavior, cultural factors

"Influence of Social Media on Consumer Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.77-81, April-2019, Available :http://www.jetir.org/papers/JETIRAY06012.pdf

"Influence of Social Media on Consumer Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp77-81, April-2019, Available at : http://www.jetir.org/papers/JETIRAY06012.pdf