A Study of the Impact of Social Media Marketing on Consumer Behavior in India


  • K. Krishna Veni MBA Student, VIT Business School, Chennai, India
  • R. Venkatesh Professor, Higher Academic Grade, VIT Business School, Chennai, India


Communication, Current trend, Digitization, Networks, Smartphones


Social Media in many aspects has been changing industry. Since we are in the modern age, the internet and social media have a huge effect on consumers’ behavior. We are witnessing a radical transition to digitalization in India. Social networking is a medium that not only links people around the world but serves the best for online marketing as well. The unwavering increase in demand and supply is increasing due to the rapid evolution of technology. Due to evolution of technology, the unremitting increase in supply & demand is growing. With the growth of the internet and an increase in utilization of smartphones, the time has come to change the conventional way of marketing. The number of social media users in India is more than that of the other countries. Knowledge of customer motivation is critical as it gives consumers an understanding of what drives a brand or store to create content. Numerous methods of targeting customers are introduced. The use of Internet data by ordinary Indians is on the rise, with a lot of reliance on social media apps like Instagram, Facebook, Myspace, Twitter, LinkedIn, and Snapchat. Far more significant is the impact these apps have on daily life. The research can be expanded further to equate the techniques of internet making with those common to different customers.



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How to Cite

K. K. Veni and R. Venkatesh, “A Study of the Impact of Social Media Marketing on Consumer Behavior in India”, IJRESM, vol. 3, no. 8, pp. 502–508, Aug. 2020.