• Anita Prajapati
• . Suman Kannoujia

Marketing has undergone a perspective change in the last 20 years, moving from a traditional to a digital approach. The age of digitalization is here. Individuals these days tend to tie their lives to their online personas on Facebook, Instagram, Twitter, YouTube, and LinkedIn. In order to reach customers with their goods and services in this digital age, producers and manufacturers heavily rely on social media. Our generation is undergoing a digital revolution. The market is constantly evolving due to digital marketing. Customers today purchase goods in a totally different manner than they did in the past. Nowadays' sophisticated and perceptive consumers have access to a variety of platforms that allow them to quickly learn about any goods. Businesses have swiftly come to understand how important it is to have an internet presence is a prerequisite to grow their brand, attract customers, and endure in this extremely rivalry market. Companies are focused on improving after the sale behaviour considering that it boosts customer contentment, which ultimately leads to an excellent customer experience. Acknowledging social media's significance, the study aims to explore social network function in digital marketing.

Social media, consumer buying behavior, digital marketing and online advertising

"The Role of Social Media in Digital Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 7, page no.h226-h235, July-2024, Available :http://www.jetir.org/papers/JETIR2407730.pdf

"The Role of Social Media in Digital Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 7, page no. pph226-h235, July-2024, Available at : http://www.jetir.org/papers/JETIR2407730.pdf