• Prof. Sritama Dey Saha
• Anupurba Bose
• Dr. Tania Shaw

- This paper intends to study the use of social media analytics as a valuable insight into business decision making and how businesses need to adopt themselves for the future with the help of social media analytics. The objective of this paper is to find how social media analytics is important for business decision making to sustain the business post-covid where over the last few months, fears of infection combined with lockdowns and movement restrictions have pushed more people than ever online and onto social media and process of social media analytics in the new normal where consumers have quickly responded to the changed circumstances post the COVID-19 outbreak by opting for e-commerce and omni channel services .The rationale of the research is if the usage of social media analytics impact target audience behavior then the end result can be applicable in real life context. Social Media puts consumers back to the center of the business world and provides marketers a new set of tools to interact with consumers and to integrate them into the brands through innovative ways. In essence, marketers have to understand how the social media has influenced consumer buying behavior. The research methodology intends to analyze the specific impact of social media analytic on sustainable business decision in post covid scenario with reference to different types of businesses like for the Business to Business (B2B) marketing tactics which enables businesses on platforms like LinkedIn, Instagram, and Facebook to share content, communicate with prospects and customers, and give buyers a glimpse under the hood to look at a company’s culture when considering purchase .In case of Business-to-Consumer (B2C) companies widely use social media as part of their digital transformation and enjoy its benefits such as an increase in sales, brand awareness, and customer engagement. The business equity which represents the value that would be returned to company’s shareholders and the business sustainability that is built on the creating such strategies that foster company longevity can be established with the result analysis of the study done with secondary data collected from different organizations like flipkart, amazon with the help of business intelligence that provides historical, current, and predictive views of the business operations. Thus the study intends to come out with some innovative practices to establish business equity and sustainability in the new normal.

Social media analytics, business intelligence, B2B, B2C, Consumer Behavior, business equity, sustainability, new normal.

"Social Media Analytics and Consumer Buying Behaviour: The New Business Equity and Sustainability in the New Normal", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 9, page no.d423-d432, September-2021, Available :http://www.jetir.org/papers/JETIR2109346.pdf

"Social Media Analytics and Consumer Buying Behaviour: The New Business Equity and Sustainability in the New Normal", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 9, page no. ppd423-d432, September-2021, Available at : http://www.jetir.org/papers/JETIR2109346.pdf