• Pooja Negi
• Ravindra Singh Rawat

The advent of social media has created a new landscape which lays out a new grid of personal connections. Businesses see enormous opportunities and are eager to tap into the trend, whereas consumers are put back to the center in the business world because of social media. There are many studies explaining reasons to tap into social media and to help companies to gain a better position in the transition; yet a few intends to study from the perspective of consumers. The objective of the research is to explain how social media has encouraged on consumer buying behavior. The theoretical framework rests on literature of consumer decision making process, social media, as well as previous studies relating to social media marketing. Quantitative research method is adapted for the purpose of this research. This research gives explanation on how individuals are attending, processing, and selecting the information on social media before a purchase. The findings indicated that individuals pursue an active role in information search on social media comparing to mass media, yet information exposure is selective and subjective during the course of information search. Moreover, the empirical part of the research strives to provide insights to any companies that are trying to shift to or are currently participating in the new marketing trend.

"Role of Social Media to encourage Customer Purchase behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.674-681, May-2019, Available :http://www.jetir.org/papers/JETIR1905396.pdf

"Role of Social Media to encourage Customer Purchase behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp674-681, May-2019, Available at : http://www.jetir.org/papers/JETIR1905396.pdf