Main Article Content
Abstract
In today’s technologically steered world, social networking sites has become a drive where merchants can extent their marketing campaigns to immense consumers. As it’s a VUCA world, it is the necessity to create a platform which would be applicable for the VUCA environment. In a survey of 50 respondents it was found that varied demographic characteristics had different preferences over social media marketing (SMM) and how it affects their buying behaviour. It was found that most of the population uses multiplex technological gadgets which in turn makes them receptive about the market. The study also founded reasons due to which certain consumers stills prefer traditional model for purchase and concluded by providing suitable suggestions to merchants and consumers in overcoming these challenges because social media is more about sociology and psychology than technology.