An Analytical Study of Effects of Social Media Marketing on Consumer Behaviour Dawar Sunny*, Dawar Prince** *Assistant Professor, Faculty of Management, Manipal University, Jaipur, Rajasthan, India **Assistant Professor, Poornima Group of Colleges, Jaipur, Rajasthan, India Online published on 4 June, 2015. Abstract Social media like Face Book, Twitter, You Tube, Linked in and Google Plus are being used to explore the new arenas of all sectors of market. The social media websites are the first choice of viewers and most of the companies. The companies keep their customers updated about the brands through these websites. The researches done in the marketing field has displayed the domination of digital technology and social media in consumer market and its long-lasting impact on consumer behavior. This paper makes an attempt to find out the effects of social media marketing on consumer behaviour through the empirical study of consumers. The sample collected from 120 respondents has been selected by using convenience sampling method. The study concludes that consumers are very much aware about the social media marketing and they consider social media as an innovative platform of getting information about the products or services. Top Keywords Social media marketing, Social media Websites, Digital technology, Innovative platform, Consumer behaviour. Top |