Published Paper Details:

Online social networks have greatly expanded the ways in which we communicate with one another on a regular basis. Because of how much time we spend here, it has become an important part of the consumer decision-making process, particularly for young people who are seen as agents of change. This is why companies are putting a lot of effort into reaching out to social media users, particularly young people. This study's overarching goal is to learn how SMM influences the purchasing habits of young Indians. 145 students, ranging in age from 18 to 35, who are active on social media. The study's results provide marketers some pointers on how to handle their media investments in order to promote their brands on social media. For marketers to develop more successful tactics pertaining to adolescent purchasing behaviour, they must first have a deeper comprehension of this demographic and then identify various subsets within it via behavioural profiling. The originality of this research comes from its examination of the habits of the rapidly expanding consumer market in India, which includes the country's most avid shoppers and potential social media influencers.