INFLUENCE OF ONLINE BRANDING THROUGH SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR: AN ANALYSIS

Abstract

Technology has been a crucial part of every walk of life and in any field of Industry. With the help of technology industries, businesses, companies, corporate, government are able to work better and faster. One of the important tools of technology is the internet which helps the smooth functioning of technology. Internet has become a part of marketing from the past few years through online platforms like websites and various social networking sites; marketing agencies are able to do their functioning like promoting, selling, advertising on online platform. One of such online platform marketing is the Online Branding where the marketing companies are able to help the business/ industries to position their brands in the present competitive industry which brings about changes in the buying behaviour of the consumer. This study will help to analyse the influence of the online branding through social media on consumer buying behaviour, taking about 50 respondents who are the netizens between the age of 18- 36 years with the help of convenience sampling, this study chose netizens as respondents because of the usage of technology is found more by the youths. The statistical tools used for the analysis are percentage analysis, t-test, one way ANOVA through SPSS version 20.0.