Sumedha Journal of Management

Over the past two decades, marketing has made a paradigm shift from the traditional approach to the digital approach. The single biggest event that has affected marketing in the last two decades is the mass adoption of the internet into everyday life. Our generation is experiencing a digital transformation. Digital marketing is changing the market every second. The way customers buy products now is very different from how they used to buy in the past. Customers are now educated, smart, and exposed to different platforms where they can get information about any product in a fraction of seconds. Businesses have been quick to realize how critically important it is to build their online presence for creating brand awareness, generating business, and also to exist in this highly competitive market. Social Media is playing a critically Significant part in the buyer's journey as social media advertising influences customers at every stage of the buying process starting from recognition of a need and till post-purchase behavior of customers. Companies are focusing on improving post-purchase behavior as it leads to customer satisfaction and hence ultimately leading to positive customer experience. By recognizing the importance of social media, the study is undertaken to investigate the impact of social media advertising on consumer buying behavior.