The Impact of Social Media on Consumer Behavior in Coimbatore City

Abstract

Social media has a key role as a communication tool. It facilitates people to express and share ideas, thoughts, and opinions with others. Social media becomes one of the main sources for people to obtain information. Social media is an inevitable part of society. The purpose of this study is to ascertain how social media affects consumer behaviour in Coimbatore. The phrase "complex buying behaviour" refers to the consumer's occasional but highly involved purchases that significantly influence brand preference. Variables including demographics, attitudes, and qualities were included in the formative questionnaire. The respondents' first-hand information was gathered using this technique. Statistical procedures like percentage analysis and rank analysis were used to analyse the data. How the advertisements and offers on social media influence the consumer buying decision. Social media has caused social proof to develop into a more powerful factor in purchasing decisions. People's propensity to copy the actions of others around them or those who have power over them has given rise to social proof.