Influence of social networking sites on buying behavior of consumers: An empirical study of users of social networking sites in Ahmedabad city

The social networking sites have witnessed tremendous growth in their membership. It has opened many doors for marketer to promote their brands/products on social networking sites in varieties of way. This research paper investigates the effectiveness of placing brand communication on social networking sites. The research was carried out with 150 samples having at least one social networking site membership. The paper studied the effect of online comments and reviews about the products/brands on the buying behavior of respondents. The study revealed that people do come across various advertisements on social networking sites. They also go through the online comments and reviews regarding the brand/products before buying. In short, brand communication on social networking sites plays important role to influence buying behavior of the customers.