Research Article | Open Access
Impact of Social Media Marketing on buying behaviour: Comparison among Gen X, Millennial and Gen Z
Dr.I.Karthika,Dr.P.Kalpanadevi,Dr.L.Mythili,Dr.M.Sugantha,
Pages: 7827-7830
Abstract
Social media is anxious followed by the consumers for various purposes and the marketers follow them to know preferences of the former. Traditional advertising via mass media is on turn down; Due to various technological
advancements, people now have many more options than they did in the past, and this has resulted in the creation of a consumer democracy, in which people all over the world constantly use social-media platforms to seek and share
information, ranging from discussing consumer products to coordinating political movements. This rapid change over a decade changed the dimensions of buying and selling process in a new perspective. The tendency of information search using internet rather than any traditional mode creates new phenomenon in marketing and as well as in the consumer buying behaviour decisions.