European Journal of Molecular & Clinical Medicine

Abstract

Social media has changed the way people communicate and share information and interests. The increasing use of social media & social networking sites, particularly in developing countries such as India, is providing marketers with a new channel through which to reach customers. Though institutions are increasing their social media spending, it is difficult to determine a true return on investment. This paper tries to examine the impact of social media usage on the purchasing decision procedure. The paper investigates the usage pattern and how it affects the five stages of the purchasing process. According to the research, social media is the most widely used data source because of its perceived ease, efficiency, and credibility. Also, social media reviews & opinions influence purchase decisions; however, the tendency to share their post-purchase experiences is surprisingly low