• GANAPATHI JAGARAPU
• PROF. K RAMA MOHANA RAO

In the contemporary digital landscape, Social media has transformed into a dominant force that profoundly influences consumer behaviour. A millions of users engage with these social media networking sites daily, the motivation that drive their interactions play a pivotal role in shaping consumer behaviour. The current study examines the impact of social media networks on consumer buying behaviour. The study explores the diverse motivational factors that drive user interactions on social media platforms. The study also investigates the relationship between the factors influencing purchase and post purchase behaviour. By analyzing the empirical data, the research understands how social media influences consumer purchase behaviour. Targeted and personalized advertising strategies that align with users' motivations generate higher consumer response rates. Additionally, motivational triggers like entertainment and limited time offers can lead to impulse buying behavior. These insights offer valuable guidance to marketers, empowering them to design more effective campaigns and utilize social media's potential to drive consumer engagement and informed purchasing decisions.

Social media networks, consumer behaviour, purchase decision

"The impact of social media networks on consumer buying behavior with reference to Hyderabad city", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 2, page no.g577-g593, February-2024, Available :http://www.jetir.org/papers/JETIR2402674.pdf

"The impact of social media networks on consumer buying behavior with reference to Hyderabad city", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 2, page no. ppg577-g593, February-2024, Available at : http://www.jetir.org/papers/JETIR2402674.pdf