Abstract:
Over the past decade a new form of media has arisen which due to
its social features seem to have a great power of influence on
consumers’ purchasing decision-making process. Today, more and
more consumers use Social Media to communicate together but also
to communicate with brands. This new interaction is of interests
for marketing professionals. The study aims to explain how the
influence of Social Media is reflected on consumers’ purchasing
decision-making process and if this influence differs at the
various stages of this process. Six variables are used in this
study Social Media (Independent variable), Need Recognition
(dependent variable), Information Seeking (dependent variable),
Alternative Evaluation (dependent variable), Purchase Decision
(dependent variable) and Post Purchase Behavior (dependent
variable). I have conducted quantitative research in this study
and use questionnaire based survey and distributed among 100
students of the different universities of Islamabad. The data
collected then analyzed through spss.
