Overview

Original Research

IMPACT OF SOCIAL MEDIA ON CONSUMER DECISION MAKING PROCESS – A REVIEW

BHARATH BHUSHAN B 1, JESWINI VIVIAN 2, and Dr. U BHOJANNA 3.

Vol 18, No 03 ( 2023 )   |  DOI: 10.17605/OSF.IO/UNWDJ   |   Author Affiliation: Assistant Professor Department of MBA RNS Institute of Technology, Channasandra, Bengaluru 1,2; Professor & Head Department of MBA RNS Institute of Technology, Channasandra, Bengaluru 3.   |   Licensing: CC 4.0   |   Pg no: 2099-2107   |   Published on: 30-03-2023

Abstract

Social Media has become an integral part of our life. It has been playing a major role in our decision making in various capacities of our day to day lives. Social media is influencing the thought process of the customers which in-turn will have an impact on their decision making ability. The reviews posted online influences the purchase decision of the customers with respect to the products and services. The companies, apart from their traditional media sources are resorting to social media to promote the products. With this background a systematic review of literature will be done to analyse the various researches conducted on the impact of social media on consumer decision making process.

Keywords

Social Media, Decision Making Process, Online Reviews, Literature.