LITERATURE REVIEW

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 revolutionized the sharing of information between customers. It has affected customer behavior from the moment they receive knowledge to their decision on the post-purchase. Consumers should post their feedback or opinions on a product or company directly to let everyone know whether or not they are pleased (Mangold and Faulds, 2009). According to the 2013 retail industry survey, organized retail accounts for 8% of the overall retail sector and is projected to gain a larger share in India’s raising retail market. In the early stages of the buying process, the influence of social media is significantly higher. Social networking users have the ability to read past online shopping experiences or detailed product specifications from other customers. This can lead to attention being paid to consumers, raising interest in the product listed, or a genuine willingness to go and buy the product. Often, as shown by the gap arrows, even if the product manages to attract the user’s attention, it will later lead to an attraction and willingness to get the product.

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KRISHNA CHAITANYA GUDAPATI, Dr. RACHEL JOHN ROBINSON

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