Analysis of Social Media Impact on Consumer Behaviour on Indian Sportswear Market

Abstract

This study explores the impact of social media on the decision-making process of consumers purchasing sportswear products in Coimbatore City. Social media platforms, particularly Facebook, have become indispensable tools for businesses aiming to enhance customer acquisition and marketing efforts due to their cost-effectiveness and wide reach. The research examines the stages of the decision-making process most influenced by social media, using Silverman's five-stage model as a framework. Data will be collected through a straightforward sampling strategy and analyzed using mean-Sd and frequency distribution methods. The findings aim to provide insights into how social media influences consumer behavior and decision-making, particularly in the context of sportswear purchases, offering valuable perspectives for businesses on leveraging social media for marketing.