The International Journal Of Business & Management ( ISSN 2321 – 8916) www.theijbm.com 52 Vol 2 Issue 10 October, 2014 THE INTERNATIONAL JOURNAL OF BUSINESS & MANAGEMENT Effect of Social Networking Site on Apparels Buying Behaviour in Jaipur City with Special Reference of Facebook 1. Introduction Few years back Face book, founded by Mark Zuckerberg, than it has been gone from a college photo-sharing site to a escalating business- networking platform for business-promotions, advertising and multimedia interaction. With new apps and add-ons, Face book users can send each other a virtual drink, create and host events, advertise their businesses through social ads, and more. But today Face book, the little networking site became a powerhouse in the online-marketing community. The continuous enhance of the amount of time people spend online directly affects their behavior in sharing and interacting. That is why that influence from social networks on individual behavior may become even more important in the future. The individual consumer’s shopping behavior may be affected and changed by the emergence of social networks. This is backed by the surveillance that many web-based social communities have allowed consumers to share their personal experiences by writing reviews, commenting and rating others’ reviews for many years now. However, it became also clear that consumers are more likely to believe recommendations from people they know and Trust, friends and family-members, rather than strangers or recommender systems. This may explain why according to the latest research social networks are driving an increasing volume of traffic to retail sites and may become the entry hub for e-commerce. 2. Literature Review Social media has been explained in different ways by different experts, researchers &firms. According to Turban E “Social media refer to the online platforms and tools that people use to share opinions and experiences including photos, videos, music, insights and perceptions with each other” 1 . Social networking is one of the services in the social media. Jaclyn Cabral stated that “Social media is basically a template for the user who can then personalize the source’s uses and productivity. It is a highly dense and vast resource that is being used on a consistent basis to maintain relationships.” 2 Thorsten Hennig introduces a new ‘‘pinball’’ framework of new media’s impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. 3 Kozinets said that Users are using several online formats to communicate, (e.g., blogs, podcasts, social networks, bulletin boards, and wikis) to share ideas about a given product, service, or brand and contact other consumers, who are seen as more objective information sources. 4 Sharon S. Pate said that Social networks provide retailers and manufacturers with new twists on Traditional marketing channels and more tools for their promotion kit. This technology allows individuals to engage with the social world in different ways and Dr. Sachin Gupta Assistant Professor, School of Management Studies, JECRC University, Jaipur, Rajasthan, India Sumit Chaturvedi Research Scholar, JECRC University, Jaipur, Rajasthan, India Dr. Devendra Singh Hada Associate Professor, Department of Mathematics Kautilya Institute of Technology and Engineering & School of Management, Jaipur, Rajasthan, India Abstract: In modern era traditional media channels have been replaced by social media .Now retailers are attracted more towards social networking sites (Specially Face Book) in comparison to traditional media channels. The main reason of this diversion is of cost minimization and reaches maximization. Now Consumers are more conscious for their purchase of apparels. Before purchasing anything they search it on internet and then finalize their verdict. In finalization of their buying decisions social media is playing an important role because most of the time consumers are online, even after purchasing consumers also like to share their views with their friends and relatives. This paper is an attempt to analyze the impact of Face book on apparel buying behavior in Jaipur city. For this purpose primary data of 70 respondents of different age group have been collected and analyzed. This paper is also trying to reveal this fact that face book also has an influence on online buying behavior of apparels in Jaipur city and e-commerce site which has been mostly used by consumers for purchasing. Keywords: Social Media; Face book; buying behavior; Apparels; E-Commerce