• Dr. Y Rama Krishna Prasad
• Dr. D. Indira

Social media had a considerable impact on retail businesses as customers are utilizing these channels for shopping, price checking, and product related information, online promotion, gift coupons etc. On the other hand the retailers are making these channels as avenues to reach more customers, enhance the customer experience and explore the ways of doing business. According to Telecom Regulatory Authority of India (TRAI) there are 164.8 million Internet users in India as of March 31, 2013 with seven out of eight accessing the internet from their mobiles. With the evidence of ComScore’s survey report, India bypassed Japan to become the world third largest Internet users after China and the United States of America and its users are significantly younger than those of other emerging economies. Hence it is a major challenge for the e-marketers to diagnose the various factors which shows the impact over the customer buying behavior. Therefore, this study tests the various factors like, Extensive information, Brand familiarity, Convenience, Perceived Risk, Personal Innovativeness and Gifting. The findings can focus on finding the embryonic factors of variables out of the heap.

Social Media Marketing, Extensive Information, Brand Familiarity, Convenience, Perceived Risk, Personal Innovativeness, Gifting.

"EVALUATION OF FACTORS AFFECTING SOCIAL MEDIA MARKETING STRATEGIES TOWARDS THE INTERNET BASED RETAIL CUSTOMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.295-304, December-2018, Available :http://www.jetir.org/papers/JETIR1812E65.pdf

"EVALUATION OF FACTORS AFFECTING SOCIAL MEDIA MARKETING STRATEGIES TOWARDS THE INTERNET BASED RETAIL CUSTOMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp295-304, December-2018, Available at : http://www.jetir.org/papers/JETIR1812E65.pdf