• ANSHIKA KESARWANI

In this study, the buying process of consumers' complicated transactions is examined, with particular attention paid to how the use of social media may have an impact on the process. The phrase "complex buying behaviour" in this context alludes to a consumer's infrequent but highly engaged purchases that significantly impact brand preference. An emerging tendency is social media. The World Wide Web has seen a boom in user-generated web tools over the past ten years, including blogs, social networks, and social media websites. All in all, this technology is what is known as social media, and it is what allows for the growth of user-generated material, a global community. With the help of social media, online communities and content sharing sites like Facebook, Instagram, YouTube, and Twitter have emerged. The social media explosion has created new opportunities for learning about both goods and services. Strangers can dominate a consumer's opinion and feedback on goods and services on social media, which in turn affects views offline as well. However, social media has undoubtedly given the consumer more power because they are now the only ones who can create content through online conversations. As a result, consumers now have a crucial say in whether a company succeeds or fails. The marketers attempt to comprehend how customers use social media and how they make decisions based on the information presented there that may alter their decision-making process. The study investigates how the proliferation of material and user-generated information may alter consumers' purchasing habits. It has been used the six stages of the customer selection process, also known as the EBM model. The study was also conducted to determine the model's applicability in the context of social media usage. In order to investigate the components of the consumer decision process, a quantitative survey was conducted.

KEYWORDS : social media, consumer behavior, online platform, customer satisfaction

"IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.g454-g460, March-2023, Available :http://www.jetir.org/papers/JETIR2303669.pdf

"IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppg454-g460, March-2023, Available at : http://www.jetir.org/papers/JETIR2303669.pdf