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@article{155605,
        author = {S.V.Mohana Sujana  and Dr.M.Eswari},
        title = {A Study on role of Social Media Marketing in Consumer Behavior},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {9},
        number = {1},
        pages = {1131-1134},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=155605},
        abstract = {Social media platform has brought an evolutionary change over the last decade and brought a tremendous growth in the usage of social media platforms.  It has been a part and parcel of human life which influences almost all aspects of our daily routine. In today’s world each and every human being is a part of social media platforms and they express their views and share the opinions in any one of the platforms. Therefore, corporates use these platforms as one of the marketing tools which influences the consumer buying behavior and preference towards the products. In modern era, social media platforms have extensive effect on consumers purchases as they are ready to go to with the suggestions given by their friends on social media platforms. Therefore, the main aim of the study is to analyze how social media influence the buying behavior of consumers and the factors influencing the consumers to purchase more through social media platforms.A descriptive research study has been conducted and the convenient sampling methods has been used for selecting the respondents. The suggestion and conclusion have been drawn based on the findings. },
        keywords = {Social media platforms, Consumer Preference, Buying Behavior.},
        month = {},
        }