• Radha Gorle
• PANKHURI

Social networking marketing practises have recently captured the interest of advertisers and analysts, as shown by increased research efforts into these comparatively modern marketing platforms and their impact. In the digital age, social media technologies have enabled exponential growth in human activity. Because of the phenomenal development of social media platforms, marketers have been enticed to reach their audiences through advertising across the most commonly used mediums; thus, it is critical for marketers to carefully plan the advertisements and therefore test their efficacy. This study is to examine the impact of user generated content, technology readiness and information quality of Social media on consumer purchase intention. The aim of this paper is to improve awareness of the causes of social media ads and their impact on purchasing intent. Data collection was done online through WhatsApp and Email. Data was collected of about 100 people and through which 80 were considered as genuine for research. The data was tested using SPSS 25 software. The results implied that technological readiness, user generated content and technological readiness has positive impact on Social media marketing. The proposed framework contributes to social media marketing to purchase intention of consumer. The paper ends with a detailed discussion of the theoretical and functional consequences.

Social Media Marketing, Consumer Intention, User generated content, Technology Readiness, Information quality.

"Impact of social media marketing on consumer purchase intention", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 7, page no.f827-f844, July-2021, Available :http://www.jetir.org/papers/JETIR2107717.pdf

"Impact of social media marketing on consumer purchase intention", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 7, page no. ppf827-f844, July-2021, Available at : http://www.jetir.org/papers/JETIR2107717.pdf