Impact of social networking on purchase decisions

Abstract

The constant flow of product and service information through newlinesocial media makes the Indian consumer market highly competitive. Using newlinethis information to influence purchase intention is a challenge to stakeholders newlinein social media marketing. The effect of social media applications on newlinepurchase decision therefore merits research interest. There is thus, a need to newlineunderstand the research nuances of the decision making process, the newlineengagement of the consumer, and the psychological resources that enable newlinepurchase decision. The influence of consumer electronic communication on purchase newlinedecision has been driven considerably by developments in social media. newlineSocial media developments have led to customer perception of consumption newlinerelated electronic communication as being more trustworthy and reliable than newlinetraditional media communication. Consumer reviews related to consumption newlinein social media have more impact on purchase decisions thus act as a newlinemarketing force. Social Networking Site s (SNS) are the most prevalent of the social newlinemedia applications on the internet. In SNS, the dissemination of information newlinehappens among people in a network with common interests. Individuals have newlinetheir own web pages based on their interest. This platform can be used by newlineconsumers to share product related information and opinion exchange. In newlineSNS, information is shared by former, potential or actual customers in the newlineform of statement about a product and brands. newline newline