Analysing the Role Online Social Networking Sites Play in Consumers Decision Making Process

Abstract

Social media is a revolution.  It facilitates interaction and cross-communication to take place like never before. Be it social networks, blogs or forums people can now have a conversation online with anybody anytime and on any subject. In has caused a paradigm shift in the way people communicate and connect with each other, express and share their thoughts and the way in which they engage with brands

Unlike traditional modes of communication which were based on one way experience, social media is built on two-way interactive experience between the company and the consumers. Social media offers businesses huge opportunities to promote their brand, products and services and to enter into long term relationships with their customers. It also facilitates interactive dialogues to take place amongst the consumers.

Under social media, the growth of social networks like Facebook has been phenomenal. The freedom and personal autonomy that social networks offer, consumers are actively interacting and connecting with each other and talking about their experiences and sharing their opinions about the products and services they have tried or even heard about. It has become an important source of consumer knowledge and may have an impact on people's behaviour when it comes to purchasing. This paper seeks to understand the role online social networks play in the consumer decision making process.