Published Paper Details:

On a daily basis in present-day, 1,00,000 tweets are sent, 7,84,478 pieces of content are shared on Facebook, 2 million search queries are made on Google, 24 hours of video are uploaded to YouTube, 1,00,000 photos are shared on Instagram, and 800 and above websites are created. The advent of social media has created a new landscape which lays out a new grid of personal connections. The objective of study is to understand the influence of social media in purchase decision making. The theoretical framework rests on literature of consumer decision making process, and social media. Quantitative research method is adapted for the purpose of this research. The empirical data was gathered by sending out questionnaire to individuals in India. This research gives explanation on how individuals are attending, processing, and selecting the information on social media before a purchase. The findings indicated that individuals play an active role in information search on social media comparing to mass media.