Main Article Content
Abstract
The paper aims at to identify the impact of advertising on consumer behavior through social media. The study has been conducted with objectives, to find out the impact of advertising campaigns on social media,, affects of advertising campaigns on the target audience and to examine the various advertising strategies used to influence mass. The sample size of 54 respondents from Chandigarh was collected. Primary data has been collected through a questionnaire and secondary data has been gathered through journals, research papers, internet, books and publications. The responses of respondents were compiled through a Google form created by me and the answers were analyzed by me. A total of 12 questions were there and all of them were directed towards understanding the influence of advertising campaigns on target audience and the part social media plays in reaching the target audience.