Open AccessCan Social Media Influence the Buying Choices of Shoppers
Author(s) -
Shrey Kaushik
Publication year - 2020
Publication title -
international journal of modern trends in science and technology
Language(s) - English
Resource type - Journals
ISSN - 2455-3778
DOI - 10.46501/ijmtst060825
Subject(s) - social media , advertising , promotion (chess) , business , product (mathematics) , marketing , digital media , social media optimization , digital marketing , political science , world wide web , computer science , geometry , mathematics , politics , law
Social media is the new tool for marketing which helps in influencing shopper’s decision making process forbuying goods and services. In the era of digitalisation and availability of so many social media platformmarketers are now looking forward towards social media for the launching and for promotion of theirproducts. YouTube is selected as social media platform using to influence the shoppers for this research. Asin this digital era YouTube advertisements have become the major source to reach mass audience hencemaking YouTube to become the new marketing tool for businesses to influence the shoppers by collaboratingwith popular youtubers as well as by posting non skip able and skip able advertisements before the startingof any video. So the role of YouTube in influencing buying choices of shoppers was analyse with the help ofsecondary data, which is collected from Amity University Digital Library and Google Scholar. The data wasanalysed and found that people actually get influence from YouTube advertisements and it is a gamechanger for the businesses as by the recommendations provided by any popular youtuber for a productactually influences the people and most of the people actually end up buying the product and recommend it totheir friends and family members as well.