CHAPTER - 1INTRODUCTION People were communicating with other people without a language in olden [Link] is a massive change in the method of communication in modem days. Social Media have become a convenient way to communicate among all age clusters. The Intemet and particularly social media have modified the shoppers and marketers communicating medium. The Intemet has characteristics such as - the power’ to inexpensively store huge amounts of data at different locations - the powerful search engines, organizing and disseminating of data - the power to function a physical distribution medium as| software - relatively low prices. With the help of net and the presence of various social media sites it is now possible for business people to meet worldwide customers at single click of the button. Thanks to! the internet technology, which helps the consumer to search the product on the web, view the review and ranking of existing customers for the product before he purchased the product. Consumers use the technology now a days too much as computer is used by many consumers so use of online marketing. Consumer purchase decision is influenced by social media through group communication. The web platform is a new method for developing the business. Social media modifies the communication methods between sellers and buyers. E commerce influences the consumer in their purchase decision. Communication through social media is a new platform to exchange information about product and services. The analysis of consumer behavior is the core activity for selling product’ and service since most consumers are using the internet and on-line social media tools. Social media become an important media to introduce and market products and also to do surveys. Nowadays Social media is an important marketing tool for promotional activities. Hence it becomes necessary to perceive how Social media is affecting consumer behavior. 1.1 SOCIAL MEDIA Defination of social media : It is termed as the collection of online communication of various inputs which may be community- based or individual, interactions, intercommunications, contents sharing, websites and many more among different users. Whereas various social media specialists define the term Social Media andtheir definitions on the various points: ‘An on-line medium powered by the net for social communication. ‘Atwo-way communication medium. ‘A medium that permits creation and exchange of information. ‘A medium that is supported by web technology services. ‘Are platforms like Twitter, Facebook, Social Gaming, Blogs, Social Bookmarking, etc. 1.2 The rise of online social networking sites: According to Wikipedia report, there are three hundred and more Social Networking Sites and 150) crore members all over the world ([Link]). At the basic level social network is a web ‘community where people move through profiles that represent themselves to others. The important reason for today,s people to browse these sites is because of the emergence of Social Networking Sites major paradigms shift that has taken place among the millions of people. The Social Networking Sites able to realize friends simply and form teams accruing to the interest, business, etc. It is very straightforward to transfer photos, share views on culture, cinema, sports, education and day- to-day events and happenings. Social Networking Sites is reuniting old friends and helps to continue the broken bonds. Through Social Networking Sites knowledge grows in cultural, social and economical aspects. The ultimate reason for the ascension of Social Networking Sites is, because of its user friendliness. Anybody can have an account and relate with anyone. Most of the content shared in Social Networking Sites is personal details, photos, interest etc. Social Networking Sites are stil terribly a lot of its early stage but contains many software applications which are used worldwide, when it attains maturity stage, new applications will come into existence. Social media concentrates on relationship with the users by way of sharing of information and interest among users. There are numerous Social Networking Sites present across the world, ranging from Facebook, MySpace, Orkut, and Cyworld to Linkedin Among the rapidly growing list of Social Networking Sites, Facebook is the global leader, catering to concerning 300 million registered users around the world. 1.3 Benefits of social media marketing: 1. Increased exposure: Now a days the importance of Social Media Marketing have increased. Consumers and Marketers are using the Social Networking too much. The exposure increased now a days which is showing 92%. 2. Increased Traffic:With the introduction of web based marketing the users are increasing day by day. The research says that consumers and even marketers using social networking sites too much and due to that sites the traffic has increased day by day which is showing the research that traffic increased up to 80%. 3. Develops Loyal Fans: Brand Loyalty is the another is most important advantage of social networking sites. Taking an example if a consumer is satisfied with any product he or she will never go to any other company to buy the product. This creates brand loyalty. 4, Provided Marketplace insight: Social networking sites provides information about product and is available clearly. That means its Features, Functions, Price etc. Consumers will get full information about product only on websites and customers don’t have to go to anywhere. The result shows that 72% customers agreed that social networking sites are providing marketing insights. 5. Generated Leads: There are various different ways to lead generation. Most of the social networking sites generate leads for product and services. For example A blog give as hub for customers engagement. No doubt Face Book is also important source, so in short it is generated leads 6. Improved Search Rankings: Most of the customers are now spending hours even more than watching television too. And what! curiosity they get as social networking sites are the search engines. With the help of social networking the ranks is given to products on the basis of feedback given by the customer online. 7. Growing Business Partnerships: As a Trading form of selling and purchasing is now replacing with Social Media in the same idea of business is also changing. After taking many years now Binch Box wants beauty obsessed Instagram followers to join them. 12 Now a days growing partnership are also important advantage of social networking sites too. 8. Reduced Marketing Expenditure : Trading method of selling the product is too costly. As business man needs salesman, office and many more requirement. But now a days social networking sites are user friendly and anybody can use the social media at any time and even businessman can do the advertisement on social media site very cheaply. 9. Improved Sales: In the present scenario where 4600 photos are shared, 600 websites are created every day. 1,00,000tweets are sent. Now a days different social networking sites are created so differently as customers can purchase the goods online at any time. No doubt now a days revenue has increase online as’ ‘compare to earlier days. [Link] of social media marketing on consumer behavior. Daily more than one lacs different types of tweets are sent, nearly Seven lakhs contents are posted on facebook, millions of information’ are searched in google, thousands of photos are sent through instagram, six hundred websites are hosted. There were lot of business opportunities due to development and advancement of social media. In the business environment, consumers become the focal point because of the powerful presence of social media. Several studies were conducted to find out the influence of social media and results of these studies helps the firms to maintain a good position in the market with the help of social media. 1.4 Advantages of social media: 1. Increased Brand Recognition Social Media is a new platform for promoting the brand. Social Media helps the companies to attain new customers and also have quick access to customers. When a particular brand is familiar and available in multiple social media sites, It increases the brand recognition to the customers and also attract new customers. When the brand is tweeted frequently in the social media, then the company’s brand image will get increased, there by increasing the growth of the company business. 2. Improved brand loyalty A research work published in US, indicated that when there is higher level of interaction about a brand in social media, then there exists higher level of trust about the brand among customers. It also suggest that companies can take the benefit by using social media tool to connect’ with its customers. The study also suggests there should be some strategic plan for use of social media to influence the customers. Another study indicates that fifty three out 19 of hundred in ‘American population are following their brands in social media and also they found to be loyal to their brands. 3. Chances to Convert There is chance that each and every comments, post, sharing, likes in social media will become a sale and bring customer. Every comments, post, website links, video, tweets will make the viewers to visit the page and view the product and thereby there is a chance for conversion