INTRODUCTION:

Social networking is a trick all term for an assortment of web applications that enable clients to make content and communicate with one another. This communication can take numerous structures, yet some basic kinds include: Sharing links to interesting content produced by third parties. Public updates to a profile, including information on current activities and even location data, Sharing photos, videos and posts, commenting on the photos, posts, updates, videos and links shared by others. Social networking based life is seen as a Web 2.0 advancement, or, in other words that it is established on the idea of a client driven, intelligent web. Web journals, message boards and chat rooms give an affair that could be depicted as online life, however the term is all the more emphatically related to locales like Twitter, Facebook, Digg, LinkedIn, etc. In the same way as other trendy expressions, the significance of web based life is a moving focus on that gets moved around as per what the individual utilizing it needs it to mean.

Here are some prominent examples of social media:

· Facebook: is a prevalent free long range interpersonal communication site that enables enlisted clients to make profiles, transfer photographs and video, send messages and stay in contact with companions, family and associates.

· Twitter: is a free microblogging service that enables enrolled individuals to communicate short posts called tweets. Twitter individuals can communicate tweets and pursue other clients' tweets by utilizing various stages and gadgets.

· Google+ (pronounced Google plus) is Google's social networking project, designed to replicate the way people interact offline more closely than is the case in other social networking services. The project’s slogan is “Real-life sharing rethought for the web.”

· LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.

· Instagram is a person to person communication application made for sharing photos and chronicles from a mobile phone. Like Facebook or Twitter, everyone who makes an Instagram account has a profile and a news channel. Exactly when customer post a photo or video on Instagram, it will be appeared on your profile. Distinctive customers who seek after different people will see their posts in their own one of a kind feed.

· WhatsApp is allowed to download messenger application for cell phones. WhatsApp utilizes the web to send messages, pictures, sound or video. The administration is fundamentally the same as content informing administrations, in any case, on the grounds that WhatsApp utilizes the web to send messages, the expense of utilizing WhatsApp is essentially not exactly messaging. It is mainstream with young people on account of highlights like gathering talking, voice messages and area sharing.

· Pinterest is a social curation site for sharing and sorting pictures found on the web. Pinterest requires brief depictions yet the principle focal point of the site is visual. Tapping on a picture will take you to the first source, in this way, for instance, in the event that you tap on an image of a couple of shoes, you may be taken to a site where you can buy them. A picture of blueberry flapjacks may take you to the formula; an image of a capricious dovecote may take you to the directions.

In the next section social media marketing is explained and the strategies of social media marketing in increasing the sales through online shopping.

Social media marketing:

Social media marketing is the way toward utilizing social media stages to promote and sell the items, services, and brand. Brands can utilize both unpaid (natural) and paid web based life advertising strategies to increment online deals and generate awareness. Social networking destinations incorporate the normal ones that the vast majority know, as Facebook and Twitter, however there are additionally lesser-realized internet based life locales that brands can take advantage of. Deciding the correct internet based life channel for your image relies upon what you're moving, who you're pitching to, and your general business objectives.

Social networking based life showcasing alludes to the way toward picking up site traffic or consideration through web based life destinations. Web based life showcasing programs typically focus on endeavors to make content that pulls in consideration and urges peruses to impart it to their interpersonal organizations. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns

SOCIAL MEDIA OUTLETS/PLATFORMS TWITTER, FACEBOOK, INSTAGRAM, PINTEREST, BLOGS:

Social networking sites enable people to connect with each other and establish connections. Whenever people or organizations join those sites, individuals can connect with the item or organization. That collaboration feels familiar as a result of their past encounters with long range informal communication site connections. Social networking sites like Twitter, Facebook, Google Plus, YouTube, Pinterest and online journals enable individual devotees to "retweet" or "repost" remarks made by the item being advanced. By rehashing the message, the majority of the clients associations can see the message, hence contacting more individuals. Long range interpersonal communication destinations go about as informal. Since the data about the item is being put out there and is getting rehashed, more traffic is conveyed to the item/organization.

CELL PHONES:

These days, cell phones and web based life go inseparably. In recent years, cell phones have taken web based life promoting to an unheard of level. An officially massive element, internetbased life has increased considerably more power as clients consistently get to their systems remotely, through cell phones, tablets, and workstations. Also, along these lines, promoters have needed to adjust; battles should be exhibited progressively, they should be multifaceted to show on all stages and gadgets, and connecting enough to emerge in social feeds.

ENGAGEMENT:

With regards to the social web, engagement implies that clients and partners are members not watchers. Web based life in business enables anybody and everybody to express and impart an insight or thought some place along the business' way to advertise. Each partaking client turns out to be a piece of the advertising division, as different clients read their remarks or surveys. The commitment procedure is then major to fruitful web-based social networking advertising.

TACTICS:

TWITTER:

Twitter enables organizations to promote items on an individual dimension. The utilization of an item can be clarified in short messages that supporters are bound to peruse. These messages show up on devotees' home pages. Messages can connection to the item's site, Facebook profile, photographs, recordings, and so on. This connection gives devotees the chance to invest more energy cooperating with the product on the web. This cooperation can make a dedicated association among item and individual and can likewise prompt bigger promoting openings. Twitter advances an item progressively and acquires clients.

FACEBOOK:

Facebook profiles are more definite than Twitter. They enable an item to give recordings, photographs, and longer portrayals. Recordings can indicate when an item can be utilized and how to utilize it. These likewise can incorporate tributes as different devotees can remark on the item pages for others to see. Facebook can connect back to the item's Twitter page and in addition convey occasion updates. Facebook advances an item continuously and acquires clients.

INSTAGRAM:

Instagram’s focus on visual sharing offers a unique platform to showcase your culture and people in addition to your products and services. One of the first steps to having a successful Instagram marketing strategy is growing the follower base. Without lots of followers, you will struggle to get your posts seen. It’s not going to be easy for you to generate sales without followers.

BLOGS:

Blogs enable a product or organization to give longer portrayals of items or administrations. The more extended depiction can incorporate thinking and employments. It can incorporate tributes and can connection to and from Facebook, Twitter and numerous informal organization and blog pages. Sites can be refreshed much of the time and are limited time systems for keeping clients. Other limited time utilizes are getting supporters and endorsers and direct them to your informal organization pages. Now in the next part of the introduction the impact of social media on online purchase is defined.

The effect of social media on online buy is high. It fills a fundamental need in web based advertising by helping organizations to set up more grounded web nearness, create leads and increment traffic. A very much organized web based life system is critical for enhancing the improvement and development of a web based business. Online networking keeps on picking up prevalence inferable from its business accomplishment around the globe. A critical level of advertizing efforts occur through online networking site. Including social media in an effort to advance ecommerce can be highly beneficial. It provides an effective way to attract the interest of the large audiences that uses social media.

VALUE OF SOCIAL MEDIA IN ONLINE SHOPPING:

The utilization of online life has seen fast development over a period with a few people making buys through it. Numerous organizations have selected to exploit the open doors introduced by internet based life systems to get more clients. Albeit some entrepreneurs might be wary about utilizing web based life, actually it is an advantageous incorporation in web based advertising efforts

Internet based life destinations provide food for creative highlights, for example, 'similar to' catches and remark segments as often as possible used to encourage discussions. Sharing data through online networking is imperative on account of the effect it has on the decisions that individuals make while choosing items and administrations.

Joining Share catches for online life stages such•as LinkedIn, Facebook and Twitter on your site will enable you to publicize your business and advance association. A few internet based life clients make their buys online after they share things on Pinterest, Facebook and Twitter. This is an unmistakable sign of how fundamental internet based life organizing is in web based business. Customers around the globe will burn through billions of their well deserved cash every year through the available stages of online networking.

Ways social media is making online shopping more personal

1. Leverage huge information to make altered suggestions

Today, data analytics is a necessary piece of internet promoting. Social media stages have given organizations a focused edge, as expanded access statistical surveying specialists and ongoing information gives knowledge into what purchasers truly need. Point by point learning with respect to client movement is utilized to make campaigns, which increments both change rates and client loyalty. Tweaked suggestions dependent on individual profiles have been appeared to support customer certainty.

2. Utilize machine learning out how to enhance client benefit:

Artificial intelligence in the working environment is a hotly debated issue nowadays. With the absolute greatest enterprises on the planet, as Microsoft and Google, as of now putting resources into machine taking in, the time has desired online advertisers to turn their consideration towards computerization to produce progressively customized shopping encounters.

3. Use social e-commerce platforms to improve experience:

At a certain point, having an individual customer would have been an extravagance. For the present progressively portable and social buyer base, it's typical. E-posteriors today need to recall not to concentrate too barely on moving their item, yet additionally give careful consideration that they likewise build a connecting with understanding.

4. Send more meaningful email campaigns:

Frequently when we consider internet based life commitment our brains go straightforwardly to Snapchat, Pinterest, Facebook, and so on, yet we mustn't disregard email. While we may not promptly connect email with internet based life showcasing, pamphlets and email refreshes have demonstrated to help social commitment and have appeared to successfully build transformation rates and trust in your image.

5. Recount stories through web-based social networking:

Narrating is the bedrock of human correspondence. The present in a hurry customers should be locked in on the off chance that you will get their attention mid-scroll, and what better approach to catch somebody's eye than by disclosing to them an intriguing story.

In the next section the related work has been explained:

LITERATURE REVIEW:

Hoffman and Novak et al. 1996 have indicated that interactivity is the key distinguishing feature between marketing communication on the Internet and traditional mass media. Today online consumers have more control and bargaining power than consumers of physical stores because the Internet offers more interactivities between consumers and product/service providers as well as greater availability of information about products and services.

According to Geissler and Zinkhan et al. 1998 Internet shifted the balance of power in favor of consumers as it became very easy for them to make shopping comparisons and evaluate alternatives without being pressured by salespeople. Online stores reduce transaction costs and have advantage for both consumers and vendors.

According to Armstrong et al.2000 have the study on consumer buying behavior based on purchase intention has been developed in marketing for more than 20 years. One issue remains disputable is whether purchase intention can effectively predict consumer buying behavior

Kucuk and Krishnamurthy demonstrated that Internet and virtual networks have changed customers, social orders, and partnerships with wide spread access to data, better interpersonal interaction and upgraded correspondence capacities. Along these lines interpersonal organizations are characterized to be sites which interface a huge number of clients from everywhere throughout the world with same interests, perspectives and diversions. Online journals, YouTube, My Space, Facebook are instances of web based life that are mainstream among all dimension of buyers.

Communication of brand/organization and clients help make a great or less positive picture of different clients who read data posted and think about them in the data or buy. Intuitiveness with target mark in web-based social networking is seen contrastingly by buyers relying upon the message they pass on (Shin, 2008). The apparent danger of obtaining and how much cash will pay for an item additionally decides the client to contemplate the quality and the utility of the item. (Ioanas, 2012)

Palmer expressed that people have a fundamental requirement for a passionate security with high-contribution items that they purchase. Brand advancement and relationship improvement are reciprocal and substitutable techniques toward this holding. The connection between the brand and the customer is essential for the organization and reinforcing it prompts devotion. Shoppers utilize interpersonal organizations in every day life for different reasons. The greater part of them need to keep up associations with relatives or partners/companions. Keeping up relational network between online clients of an internet based life channel has benefits gotten from setting up and keeping up contact with other individuals in a way social help, fellowship, and closeness. (Utpal et al., 2004) These enable clients to associate with companions by adding them to systems of companions, which encourages correspondence, especially among friend gatherings (Ahujaand Galvin 2003). Online gatherings apply an observable effect on the conduct and purchaser purchasing plan and verifiably on the buy choice. For instance, online networking sites give an open discussion that gives singular customers their very own voice, too access to item data that encourages their buy choices (Kozinets et al., 2010).

As indicated by Pookulangaran et al 2011, Shopping has dependably been a social affair and interpersonal interaction enables purchasers to interface with people-huge numbers of whom are likely outsiders when we talk about on the web. Social perspectives have an effect on buyers' utilization of informal organizations and an extraordinary effect over the online buy goals. (Pookulangaran et al., 2011) Currently, internet business should be possible through web based life, and it empowers to reach to increasingly potential purchasers.

MOTIVATION OF RESEARCH:

In this section the motivation of research is mentioned.

The Internet had already overtaken television as the largest advertising market. Television commercials often end with a spokesperson asking viewers to check out the product website for more information. In this situation may times the consumer ignore the ads or change the channel if the ad is not of user interest. The next gap is the study of type of products consumer buying online and how the user get convinced to buy the products. Further, no paper assess how many people return the purchased items. The present research work did not study the behavior of consumer when they purchase online means whether they purchase often or rarely. Moreover, no paper provide any suggestions of how online sites provide protection, so that the users can do online transactions through credit and debit card. The one more research gap is that no one provide any suggestion on how to involve the middle aged group people to do online shopping and no suggestion about introducing any institution or any other method through which other age group people also can learn how to deal with online stuff.

After studying the disadvantages, in the next section the objectives of this research has been mentioned.

OBJECTIVES:

The present research aims to observe whether social networks in any way influence customers decisions whether or not to purchase from online.

The present research aims following points:

· To measure the degree of consumer confidence in purchasing products online.

· To determining the age group of the online shoppers.

· To determining the gender of the consumer.

· To identify the consumer usage of social media.

· To identify the consumer profile that purchase products from online

· To determine which all sites consumer uses for purchasing clothes.

· To study the consumer attitudes toward other consumer feedback from online

· To defining the categories of products that consumers buy online

· To identify how many times the consumer returns what they purchase.

· To measure whether purchased during sales period.

· To identifythe payment options consumer use.

The next section contains a survey and the understanding from it.

RESEARCH METHODOLOGY:

We have done a survey on Impact of social media for online shopping. The survey is done through Google docs form. In which we have ask questions regarding the consumer behavior in online shopping and tried to understand the customer behavior towards online shopping.

The following are the survey questions:

Analysis of the responses:

The survey has been done on 40 customers. We did the survey through google docs and tried to understand customers behavior towards online shopping.

TABLE OF FIGURES

S. No	Figure number	Name
1	Figure 1	Users age
2	Figure 2	Gender
3	Figure 3	Usage of social media of different users
4	Figure 4	Users interest in buying
5	Figure 5	Type of products
6	Figure 6	Different sites from where users buy
7	Figure 7	Users buying details
8	Figure 8	Payment details
9	Figure 9	Buying products during sales
	Figure 10	Attraction to buy
11	Figure 11	Return products

Fig. 1 Users age

Fig. 2 Gender

Fig. 3 Usage of social media of different users

Fig. 4 Users interest in buying

Fig.5 Type of product

Fig.6 Different sites from where user buy

Fig.7 Users buying details

Fig.8 Payment option

Fig.9 Buying products during sales period

Fig.10 Attraction to buy

Fig.11 Return products

After the analysis of the collected information from the 40 users, we can concluded the fact as follows:

Parameters	Results
Age	58.5% shoppers belong to age group 15-30
Gender	56.1% shopping is done by males
Uasge of social media	87.8% users use social media extremely
Buying Items	100% users buys products online
Types of items	80.5% customers buys clothes
Popular site	70.7% and 68.3% for purchasing customers uses Amazon and Flipkart
Purchase History	92.7% buys products frequently
Payment option	95.1% customers uses COD option
Sales Period	100% customers buys products during sales period
Attraction for buying	63.3% and 43.9% customers buys products by seeing brand name and images
Return of items	73.2% customers rarely returns the purchased products

From the above survey we came to know that still people use COD option for payment they don’t prefer Credit card, Debit card and net banking. And people don’t trust online shopping for buying grocery items. In the next section we are providing some suggestions.

PROPOSED WORK:

Social stages each have their very own environment. Making a fundamental internet based life nearness is simple enough, inspiring your locale to really accomplish something is progressively troublesome. Ensure your site is incorporated into neighborhood professional references so as to help guarantee that buyers discover you when they require you. Altering messages crosswise over destinations enable the message to spread yet it shields clients from accepting different indistinguishable correspondences. By giving elite coupons to your social network, you're fulfilling and advising them that you are a brand to draw in with, as well as to purchase from. Exploiting these methodologies can enable you to manufacture your locale, make your promoting progressively successful, and boost purchasing.

SUGGESTIONS:

· To avert of the fake sites by separating the undesirable and immaterial commercial utilizing firewall security.

· Social media can keep the protection of the clients as per their seeking of items.

· Make the clients acknowledge how dependable their items are through web based life.

· Many people are not aware of sites likes Shein and clubfactory, these sites should go for email marketing and paid search.

· There are less customers of age group 40-60, government should open E-learning centers to help these aged people to learn and go for E-shopping.

· There should be commodity classification so that more users will purchase online.

Parameters	Description
Age	It should adopt email marketing and send messages to attract other age group consumers.
Buying Items	The online vendors should get certified products on their sites so that more consumers buy the products.
Unpopular site	Shein and club factory both sites did not perform so well they should advertise more on social media platforms like facebook and the can also go for education sites to advertise themselves for attracting customers.
Types of Items	People don’t buy grocery online because they think it may be stale, online vendors should try to achieve customer satisfaction by showing them appropriate food certificates.
Payment option	People still not use online transaction options, all the shopping sites must have SSL certificate.

CONCLUSION:

Social network have a job in affecting the conduct of buyers in the virtual conditions, especially when the level of introduction of messages and the connection made between the assortment of data given of data given and the client who is going to make a buy. There are numerous individuals who are as yet wanted to purchase through physical mediums. Yet in addition we could find that this real lump of populace has a place with the age gathering of 15-30 are the potential purchasers of specific items, for example, hardware, garments, contraptions are obtained through on the web. While going to the most critical trait that influences a buyer to purchase items through online are quality, security of credit/platinum cards, and assortment of items, etc. Buyers depend upon more than one medium so as to improve their image related learning. It implies that they utilize the blend of different hotspots for settling on conclusive buy choice. Alongside the customary sources, they intensely depend on present day showcasing device i.e. web based publicizing. Customers do require definite data about the brand in order to assess its qualities and shortcomings; this sufficient measure of data spares their time by enabling them to settle on the buy choice rapidly. The recommendation about including the other age gather individuals like learning organizations and email showcasing is there.

REFERENCES:

1. Tina P. Singh,Dr.RatnaSinha ,“The Impact of Social Media on Business Growth and Performance in India”,International Journal of Research in Management & Business Studies(URMBS),2017

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3. Renuka Sharma, KiranMetha and Shashank Sharma, “Understanding Online Shopping Behaviour of Indian Shoppers”, International Journal of Management and Business Studies, Vol. 4, No. 3, pp. 9-18, 2014

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Received on 02.05.2019 Modified on 12.05.2019

Res. J. Humanities and Social Sciences. 2019; 10(2):425-432.

DOI: 10.5958/2321-5828.2019.00072.X