Bansal et al., International Journal on Emerging Technologies 11(4): 334-339(2020) 334 International Journal on Emerging Technologies 11(4): 334-339(2020) ISSN No. (Print): 0975-8364 ISSN No. (Online): 2249-3255 Social Media Influencing Consumer Buying Behaviour Sanjeev Bansal 1 , Renu 2 , Singh Manjit 3 and Mahesh Kumar 4 1 Professor, Department of Management and Humanities, Sant Longowal Institute of Engineering and Technology, Longowal (Punjab) India. 2 Research Scholar, Department of Management and Humanities, Sant Longowal Institute of Engineering and Technology, Longowal (Punjab) India. 3 Research Scholar, Department of Management and Humanities, Sant Longowal Institute of Engineering and Technology, Longowal (Punjab) India. 4 Professor, Department of Management and Humanities, Sant Longowal Institute of Engineering and Technology, Longowal (Punjab) India. (Corresponding author: Sanjeev Bansal) (Received 17 October 2019, Revised 24 June 2020, Accepted 06 July 2020) (Published by Research Trend, Website: www.researchtrend.net) ABSTRACT: In order to deliver better and appropriate product to the customer, marketers do a lot of research on consumer buying behaviour consisting of need recognition, information search, evaluation of information, purchase and post purchase behaviour. Understanding consumer behaviour helps the marketers not only to identifying his potential customers but also in customer satisfaction, influence customer, creating competitive advantage, helps in making marketing strategies, increase customer base etc. On the basis of literature review, it is found that due emergence of social media marketing customers able to access the product information easily. Customer reviews, two-way communication, evaluation and comparison of alternatives on social media, effects the purchase decision of customers. There were lot of challenges in carrying out this study, which included gathering and compiling information on need recognition and information search. The social media being a recent phenomenon, very limited research has been carried out on these aspects. Due to the emergence of social media marketing, marketers are able to communicate and serve their customer in more personalized manner as compare to mass media marketing, which add more credence to the significance of the study. In this study it was observed that different social media play pivotal rule in purchase of promotion of products. Keywords: Social Media, Social Media Marketing, Post Purchase Behaviour, Evaluation of information, Consumer Buying Behaviour. I. INTRODUCTION Consumer buying behaviour is a combination of customer’s attitudes, intentions, preferences and decisions while purchasing a product or services. Consumer buying behaviour is a complex process, a consumer has to identify his needs, then searching the product for fulfilling their requirements, study product features and then taking the final decision whether to purchase that product or not. Earlier companies used Mass Media (Television, Radio, Newspaper etc.) to engage and interact with their customer. In Mass media companies having the control over the message which was delivered, but now social media changed the way business interacts with their customer. Due to social media the control shifts from companies to customer, now the customers access the information which they feel important, interesting & knowledgeable as per their interest. The television, radio & newspaper advertising is not as efficient as before, because customer choose when they want to be reached by business. With the help of internet people can easily access their account on social media everywhere at anytime. Nowadays people are highly active and engage on social media platform. The companies always are looking towards innovative methods as effective mechanisms for interacting more effectively and efficiently with their customers. Social Media provides real time information and facilitates like two way communications between retailer and consumers which allows retailers to serve their consumers more efficiently and effectively through better customer relationship management, extended product lines, cost effectiveness and customized offers [1, 2]. By doing so it offers unique competitive advantage to the online retailers over traditional retailers. Michael Porter had visualized in 2001 that internet impact the purchase decision as all the five forces are getting impacted and different strategies are required by companies to maintain competitive advantage. Turban et al., (2015) [6] Activities related to purchase decisions like information seeking, searching for bargains and expressing dissatisfaction about services by visiting retail store is matter of past now. Social Media has completely altered the activities related with buying process. Many consumers are searching product online through social media shows that there are number of benefits of having presence on Social Media that the marketers are lacking in the traditional Marketing. The researches as mentioned above have touched upon the various aspects of social media [3-6]. However the influence of social media on consumer buying behavior has not been touched, which is one of the major drawback. The e t