Volume : 5, Issue : 12, December - 2016

CONSUMER DECISION-MAKING PROCESS IN SOCIAL MEDIA PLATFORM

N. Brindha, Dr. R. Parameswaran

Abstract :

<p>&nbsp;<span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt; text-align: justify;">Social media puts consumer back to the centre of the business world and provides marketers a new set of tools to interact with consumers and to integrate them into the ands through innovative ways. Social media is an important tool to connect other people or organisation. Marketers have to understand how social media has influenced consumer buying behaviour. The purpose of the study is to identify the five stages of consumer decision making process about social media advertising. It was analysed from the five stages of consumer decision making process - Problem recognition, Information search, Evaluation of Alternatives, Purchase decision and Post purchase behaviour. This research provides practical insights to social media advertisers about the consumer decision making process.</span></p> <p class="MsoNormal" style="text-align:justify"><span lang="EN-IN" style="font-size:12.0pt;line-height:115%;font-family:&quot;Times New Roman&quot;,serif"><o:p></o:p></span></p>