INTRODUCTION

Authors : KRISHNA CHAITANYA GUDAPATI, Dr. RACHEL JOHN ROBINSON

part of The Research Monograph Series in Computing, Electrical & Communication Networks book series

Notes

Social media has offered customers plenty of opportunities to adapt to various facts of life. The methods of contact and networking have been revolutionized by social media. In expanding the online transactions of users, Facebook, Twitter, and Instagram have played important roles. The methods of communicating and exchanging knowledge and desires have been revolutionized. In developing countries such as India, the exponential rise of social media and social networking platforms, in particular, offers a new avenue for advertisers to attract consumers. This study is an effort to examine the impact of social media on young people’s buying decisions for apparel in the city of Hyderabad, India. The study found that social media is used more commonly for perceived ease, competition, and perceived reputation by data providers. Social media feedback and opinions often impact the buying decision process, but the urge to express their post-purchase impressions is surprisingly poor. The overall objective of this project is to investigate the effect of social media on purchasing decisions and identify if social media is affecting the purchasing decisions of young Indian consumers.

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KRISHNA CHAITANYA GUDAPATI, Dr. RACHEL JOHN ROBINSON

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