Impact Of Social Media On Online Shopping Behaviour: A Case Study Of Balasore District, Odisha

Abstract

Getting socially connected with others is a human instinct. Social media facilitates this human need. These internet driven platform includes various contact channels such as social networking, blogs, multimedia sites, company-sponsored websites, collaborative websites, podcasts etc. providing interaction, information and entertainment services Social media has became an integral part of our day to day life. Facebook YouTube, TikTok, Instagram, twitter, linkedin, pinterest, whatsapp, snapchart are the some of well known names among social medias. Business organizations use these as key marketing channels since their conception.  They also played vital role in online shopping. Social media has revolutionized consumer purchasing behavior over the last few years, directly impacting the way they behave during shopping products and services. Business through Social media or social commerce is now an innovative market with very high growth trajectory. Covid-19 has accelerated these trends in shopper behavior. The pandemic has enforced more shoppers to be online than ever before. This study analyzes the way social media has affected the online shopping behavior.