Social media and its impact on consumers buying behavior with special reference to apparel industry in Bareilly region

The growth of internet is as rapid and pervasive as any technological breakthrough in the last century. Internet is becoming a part of more and more Indian lives across the spectrum of online activities. Social media is a phenomenon that has drawn a lot of attention both to companies and networking landscape. Social media has increasingly become a constant in our lives. The study examined the extant literature on social media and consumer buying behavior. A simple random sampling methodology was used, to collect the primary data from 100 respondents. The findings showthat impactof socialmedia, on consumer purchase decision, did not significantly relate to gender and the impact of social media promotional tool i.e. movie celebrity association, did not significantly relate to occupation.