Social Networking Sites (SNS): A New Tool of Advertisement

In consumer decision making process advertisement greatly influence the product purchase. The advertisement becomes one of the most influential channels of communication in the market place. This study aims to determine the importance of advertisement through social networking sites in consumer decision-making process. According to a study on online activities in India by comScore, Indian internet users are spending a whopping 25.2 percent of their online time on social networks, that's 1 out of every 4 minutes spend online. As the number of online social network participants widely spreads, facilitated by various social network websites, the role of social sites advertisement has become increasingly meaningful and powerful. Social network are world-wide connected meeting places wherein customers express and exchange their opinions, spread news, and diffuse information, which considerably influences other customer's attitudes and behaviors. The need of the hour is to understand the new channels of communication which affects in consumer buying decision making.