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Abstract

Adoption and use of Social networking sites have increased at a good pace in last few years as it plays a role of word of mouth which in turn results in increasing brand awareness, gaining competitive edge and building corporate image. Mobile phone industry is the leading and most developing industries in last few years. India is the world’s second leading mobile manufacturer after china, in the first quarter of 2018. The objective of the paper is to study the impact of social media marketing on buying behavior of consumers belonging to distinct demographic variables such as gender, age, qualification, annual income, occupation etc, quantitative survey investigates up to what degree experiences are altered by the use of social media.

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