A study on behaviour of consumer in the age of social media marketing

Abstract

A consumer responds to the fluctuations in the factors prevailing in the market. Marketers design their marketing campaign in such manner that it can convert the desire of potential consumers into purchase decision. With the emergence of information age, marketers have shifted marketing campaign to virtual social media. More than 62% of world population have social media identities. Marketers can reach huge number of potential consumers through social media platforms. The impact of social media marketing depends on type of content. 64% of social media users find out about new brands via direct social media. Vlogs are least impactful.