Influence Of Social Media On Consumer Buying Behaviour For Consumer Durables

Abstract

Technological advancements and the introduction of social media has brought in tremendous opportunity globally. Digital’s role in our lives has reached new heights, with more people spending more time doing more things online than ever before social media user numbers have surged in the past 12 months too. Social media has revolutionized consumers purchasing trends in recent years. As of July 2023, there were 5.19 billion internet users worldwide, which amounted to 64.6 percent of the global population. Of this total, 4.88 billion, or 59.9 percent of the world's population, were social media users.. Businesses have enormous opportunities to opt the trend and tap the profits. The objective of this research is to understand how social media has influenced on various stages of buying decision in case of consumer durables with high involvement behaviour. The theoretical framework rests upon the previous literature relating to consumer buying process, social media, and social media marketing process. Findings and conclusion presented in research are valid within the selected population and area and cannot be generalized due to differences in environmental factors.