Influence of Social Media on Consumer Buying Patterns

Abstract

 The objective of this research paper   is to identify whether and how social media influences the preference   and   decisions   of consumers when buying a product or service. The aim is to comprehend how marketers are shifting from mass   marketing   towards   precision   marketing   through the use of social media. Social media has been a key in reducing the length of sales cycle, capitalizing on today’s need of instant gratification. The aim of this research paper is to understand how marketers can gain advantage in such a scenario. The study mostly involves the use of secondary research and literature reviews in order to get a clear understanding of purchase patterns are affected by social media content and precision marketing. The study follows a formal procedure of developing theories through     data     from secondary sources and then verifying it by conducting a primary research.