HOW SOCIAL MEDIA ADVERTISING IMPACT ON CONSUMER BEHAVIOUR

Abstract

In the contemporary business environment, online reviews are becoming more influential on consumers' purchasing decisions about a product or service. However, marketers can no longer control the behaviour, issues, or scheduling of customer discussions happening across social media platforms. Therefore, the process of social media advertising and communicating information about a company's products and services is becoming more challenging these days. The study is quantitative in nature and positivism philosophy has been adopted. In addition, the deductive approach was adopted while the data was gathered with the help of survey questionnaire. The results determined that there is a significant impact of the advertising on consumer behaviour and companies should focus more on the young generation due to their increased usage of the social networking sites.