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Impact of Social Media Marketing on the Buying Behaviour of Customers of Amazon
In the era of digitalization, the social media platform is used by almost every entity for the purpose of marketing. The social media platform has become part of our daily lives; most of the information we get from surfing on different sites of social media. Hence, social media platforms became the major focus of the entities as a marketing tool. The use of social sites has a major impact on consumer behavior. In the present research, the impact of social media marketing will be described in a detailed manner to show how it influences the consumer behavior of Amazon. Amazon is known as one of the major e-retailer, which provides all kinds of products to the target customer group. In the UK, it is known as the biggest web retailer because it deals with various product lines. The social media platform is used to promote both tangible and intangible products, and it is easy to describe the product details and availability through video and pictorial promotion by the company. E-retailers such as Amazon mainly based on social media marketing. Social media sites such as Facebook, Instagram, Twitter, LinkedIn, and YouTube are used for marketing and promotional purposes.