Role of Social Media Marketing on Consumer Purchase Behaviour: A Critical Analysis

摘要

For sharing and expressing opinions, an individual can use the virtual space in the web and Social media is a platform for such things; where discuss on certain issues, comments on different facts and comparing things with others. On the other hand, consumer marketing and brand management are connected with it and create much more complexity in this global, quickly growing technology-world. Also it influences consumer purchasing behavior and purchasing attitude. Currently, social media like facebook, youtube, etc., has gained remarkable attention in the last decade. Social media has become so important in affecting purchasing behavior of prospective customers that the companies have their own social site to handle to provide customers information they require and found it easily. The major focus on this paper is to describe the potential benefits associated with the application of machine learning techniques. Adopting a Neuro-Fuzzy system that, under uncertainty, has the capacity to process information towards better choices linked to virtual retail system parameter. Focus is on the particular field like business, education, society and youth how it affects society in a broad way.