• Ayush Dhakad
• Hirav Patel
• Dr Bijal zaveri

Social media has evolved into a crucial communication tool and has a significant impact on consumer behavior. It provides a platform for people to share their thoughts, opinions, and experiences. Marketing strategies have shifted to incorporate social media, recognizing its potential to influence consumer choices. The availability of promotions, discounts, and recommendations from trusted sources can impact purchasing decisions. Social media content, graphics, promotions, and influencer recommendations have the power to shape consumer behavior. This highlights the significance of social media in shaping consumer decisions and the need for organizations to effectively utilize it in their marketing strategies. With the increasing use of social media, marketers are constantly seeking to understand the ways in which it influences consumer behavior and how they can effectively use social media to drive sales. The study of the impact of social media marketing on consumer buying behavior towards Amazon can provide valuable insights into the effectiveness of this marketing strategy, and help companies like Amazon to improve their marketing efforts to achieve better results. Social media marketing on consumer buying behavior towards Amazon is a topic of interest as social media has become a prevalent platform for marketing and advertising. The study aims to explore the relationship between social media marketing efforts and consumer buying behavior toward Amazon. By analyzing the data collected from a sample, the study will provide insights into how effective social media marketing is in shaping consumer behavior and purchasing decisions toward Amazon. The results of the study can help Amazon to improve its marketing strategies and better understand how to use social media to reach and influence its target audience.

Social Media, Amazon, Consumer buying behavior, Review of consumer,

"A STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR TOWARDS AMAZON WITH REFERENCE TO PARUL UNIVERSITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.a210-a222, March-2023, Available :http://www.jetir.org/papers/JETIR2303027.pdf

"A STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR TOWARDS AMAZON WITH REFERENCE TO PARUL UNIVERSITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppa210-a222, March-2023, Available at : http://www.jetir.org/papers/JETIR2303027.pdf