A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR

Abstract

The goal of this paper is to research empirically the role of social media marketing in consumers' buying behavior in relevance to MCAFFEINE. MCAFFEINE is an Indian personal care brand that offers a range of caffeine-infused skincare and hair care products. Founded in 2016 by Tarun Sharma and Vikas achhwani, MCAFFEINE is one of the few homegrown brands that have gained significant popularity in the country. The brand's products are cruelty-free, dermatological tested, and free from harmful chemicals such as parables and sulfates. Some of its popular products include caffeine-infused face wash, body scrub, shampoo, and hair serum. MCAFFEINE unique selling proposition is its use of caffeine, which is known to have multiple benefits for the skin and hair, such as reducing puffiness brightening skin, and promoting hair growth. A quantitative survey investigates up to what degree experiences are altered by the use of social media marketing. Customer sentiments on items and administrations are currently progressively overwhelmed by outsiders in advanced spaces, which thusly impact conclusions in the disconnected space. Web-based social networking has engaged purchasers, as advertisers have no control over the substance, timing, or recurrence of online discussions among shoppers. Results show that social media usage influences consumer satisfaction in the stages of information search and alternative evaluation, with satisfaction getting amplified as the consumer moves along the process towards the final purchase decision and post-purchase evaluation.