Impact of social media on buying behavior of university students

Pages: 127-131
Ajay Singh and Soniya (Haryana School of Business, Guru Jambheshwar University of Science & Technology, Hisar, Haryana)

We are living in 21st century. This is the era of Whatsapp, Facebook, twitter, etc. Usually people stay connected with one another through these domains. While using these applications to chat with one another people share their photos, videos etc. They share their views regarding quality and prices of many brands. These activities have a great impact on consumer purchasing decision making. At the same time, while people talk or share photos etc. There are many sites which advertise regarding producer’s new arrivals and discounts offer on their products. To some extent it determines the consumer likings towards a brand/product and results in buying that product. The present study is designed to explore the dynamics behind this buying process. People become aware about the fashion trends. A sample of 150 university going students were recruited for the study and they were informed about the study and data was gathered from them. Considering the current scenario social media is affecting the life of people to a very significant level and convincing them to buy a particular product. This needs to be investigated with some empirical evidences. After conducting the research .It was found that social media has a great influence on buying behavior of students. Students share their experiences regarding the use of social media for their purchasing decisions.