ABSTRACT:

All the business ventures understood the importance of consumers and started finding ways to reach
and satisfy their needs. The development of science and technology has helped the companies to
reach out to their business associates and their customers in no time. The internet has become the
part of the human life. The companies rely on social media to understand their consumer base, for
brand awareness and interaction. Social media plays an important role in shaping the minds of
customers towards products and brands. They play a vital role in creating brand awareness and in
the decision making process of majority of the customers. At the same time, social media is used
for entertainment and leisure by most of the people. People use social media to build virtual
communities, groups and to interact and chat. It is the development of information technology and
its increased use in the business development by the companies and the rapid increase in the use of
social media in business promotion that has prompted us to undertake this study. Review of
literature on social media has been carried out keeping in mind the objectives of the study. Hence
an attempt has been made to highlight the Social media platforms on purchase decision of
customers.
Keywords : Consumers, online, marketing