http://www.iaeme.com/IJM/index.asp 73 editor@iaeme.com International Journal of Management (IJM) Volume 8, Issue 1, January – February 2017, pp.73–83, Article ID: IJM_08_01_009 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=8&IType=1 Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication ANALYSING ROLE OF SOCIAL MEDIA IN CONSUMER DECISION MAKING FOR PURCHASE OF AUTOBRANDS IN INDIA Dr. Priya Grover Associate Professor-Marketing, Symbiosis Institute of Media & Communication Symbiosis International University, Pune, India Rama Krishna Mandan Head-EPC Academy, Tata Projects Ltd, Hyderabad ABSTRACT Changing market dynamics has led to Consumerization of Indian Automobile Industry posing innumerable challenges for the car manufacturers. The demand in the industry today is not just for a car as a product but a bundled “experience package.” Companies can respond to these challenges and create competitive differentiators by leveraging digital technology. In today’s world of digitization, social media provides a wide platform not only to companies for their marketing and promotional activities but also to customers to conduct information search and make purchase decisions. Over the years, the internet has become a major source of consumer sponsored communication floating information, feedback, ideas and sentiments faster than the corporate communication department. It influences different aspects of consumer behavior including awareness, information, acquisition, opinions, attitudes, purchase behavior and post-purchase communication and evaluation. Looking into the strategic role of social media in promotion of passenger cars in India, the paper tries to understand the changing consumer perception towards social media and its role in consumer decision making. At the same time it also empirically derives a consumer–centric methodology for social media marketing by car manufacturers in India. Key words: Competitive Differentiation, Social Media, Consumerization, Indian Automobile Industry, Passenger cars, Digitization. Cite this Article: Dr. Priya Grover and Rama Krishna Mandan, Analysing Role of Social Media In Consumer Decision Making For Purchase of Auto brands In India. International Journal of Management, 8(1), 2017, pp. 73–83. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=8&IType=1 1. INTRODUCTION Marketing has always been a central pivotal part of an enterprise. Reputed successful companies have earned a landmark through effective marketing strategies and integrated communication strategy has played an equally important role. In the olden days, traditional mass communication via advertising, whether through television, newspapers, magazines and direct mail were the only ways to reach the