Main Article Content
Abstract
Social Media is very important and most powerful tool and technique used by the sellers to
connect with the consumers. In the current era, everything is moving towards e-commerce,
traditional approaches like magazines, television, brochures have been completely replaced
with this tool Social Media Marketing. It has changed the organisation to do business with
the help of computers online over past few years. As the final yield this tool has created its
own picture in the business world. Till this day and age Social Media is playing a major role
in online sales/promotion of products and services with maximum reach outs. In this paper
we made a descriptive study on the impact of Social Media Marketing on buying behaviour
of the consumers and tries to examine various factors that motivate buyers to shop through
best Social Media instruments such as Facebook, twitter, Instagram, WhatsApp etc. Survey
was taken among 100 respondents in and around Tambaram. The paper concludes that there
are 3 factors namely Product Factor, Promotional Factor and Pricing Factor that actually
motivates consumers to shop through Social Media Marketing.