A Study Of Social Media Marketing And Its Impact On Buying Behavior
Abstract
In recent past the entire world has witnessed a rapid shift in use and adoption of Social media platforms. Presence of millions of social media users have attracted marketers to communicate their customers and perspectives online. However, whether this social media marketing expenditure is useful and these are helpful in influencing customer buying behavior. Primary data has been collected and the analysis suggests that more than fifty percent of the social media users are influenced by these marketing practices. Educational level is a hindrance in promoting social media marketing and age a negatively related to the influencing ability of SMM.
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