( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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ROLE OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR

    1 Author(s):  DR. PURNIMA SEHGAL

Vol -  11, Issue- 1 ,         Page(s) : 692 - 700  (2020 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The rapid evolution of digital technology has significantly influenced consumer behavior, with social media emerging as a dominant force in shaping purchasing decisions. Businesses increasingly rely on social media marketing (SMM) to engage with consumers

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