Volume 18, No. 4, 2021

Impact Of Social Media Marketing On Customers Buying Decision In Durable Goods -A Survey Of Customers Of Electronic Products In Himachal Pradesh


Munish Kumar Thakur

Abstract

Social media has put impact on consumer’s decision journey. People are attending, processing and selecting the information on social media before making purchase decision about products /services. The research aimed to study the impact of social media marketing on consumer buying decision in durable goods (electronic products) and make the suggestion to the stake holders for effective use of social media marketing. The primary data for this study has been collected through a questionnaire. Sample of 600 customers has been selected out of the total population living in three districts of Himachal Pradesh i.e. 29,64,620.


Pages: 325-340

Keywords: Social media, Social media marketing, social media sites, SMS advertisement, Buying behavior.

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