Effectiveness of Social Media Tools On Consumer Behavior

  • Munish Kumar Thakur Ph.D Research Scholar, Mewar University Chittorgarh, Rajsathan
  • Rakesh Kumar Assistant professor in commerce, Shaheed Bhagat Singh College, University of Delhi
Keywords: Social Media, Social Media Marketing, Social Networks and consumer behaviour.


With social media customers can get views, advice, news about products/services and organization. The tools and approaches for communicating with customers have changed greatly with the birth of social media so companies must learn how to use social media for their business. Social media has put impact on consumer’s decision journey. People are attending, processing and selecting the information on social media before making purchase decision about products /services .Social media is now working as communication tools for business which helps in building brand image and customers connection. Social media marketing is the usage of social media to expedite interchanges between customers and companies. Main purpose of study is to find out the effectiveness of social media tools on consumer behavior on customers of electronic products in Himachal Pradesh.


Ahmed A. M & Zahid Z (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention, Asian journal of management research 533 volume 4 issue 3.pp.533-549.
Barnes, N.G., & Mattson, E. (2009). Social media in the 2009 inc. 500; new tools and New trends, Retrieved February 2, 2010, from center for marketing research, university of Massachusetts.
Chai, K., Potdar, V. and Chang, E. (2007). A survey of revenue sharing social software’s systems. Proceedings of International Workshop on Social Interaction and Mundane Technologies, P. 1-4.
Constantinides, E., & fountain, S.J. (2008). Web 2.0: Conceptual foundations and marketing issues, Journal of direct, data and digital marketing practices. P. 231-244.
https://www.ads2020.marketing> 2016/9.
Rugova.B.,Prenaj,B.(2016),Social media marketing tools for SMEs: opportunities and challenges, ISSN 2410-3918,vol.2 No.3 November 2016.
The charted Institute of marketing, 2009.marketing and 7P’s.