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One of the most important marketplace for the transactions of goods and services is the internet. The internet usage has been increasing and so does the transactions through internet. It is important to consider, that the internet buyers have different approaches to buying and their responses to marketing from the traditional offline consumers. In fact, in these digital era days marketing needs to change. It needs to adapt in developing brands and improving customer relationship through online marketing channels. The firms need to engage more in social media, since, more customers are engaging in social media. Thus, in this paper, we want to demonstrate the effect of social media on consumer behaviour and firms’ activities. This outcome of the study can be utilized by the firms to enhance their output.

Short communication: The effect of social media on customer behaviour and firms’ activities