The effect of social media on shopping behavior of Y generation

The shift from traditional media to social media has affected the way people shop for products and services as well as the way they learn about news. The growing popularity of social media platforms has made it a heaven for information about products and services since consumers visit these platforms often to share personal experiences, complaints, search for others' opinion as well as socialize, watch news and entertainment. Social media visits has become a part of many today hence it reflects a change in the way consumer start and carry their shopping. Consumers appear to be affected by user comments on social media, content created by other consumers, posts by bloggers, reference groups, family and friends during the search for potential choices. After their purchase, consumers share freely any kind of thought about the service or products without space and time constraints. The social media platforms-Facebook, Instagram and Youtube especially- have become attractive media channel for brands and suppliers to engage with customers, to market their products. This research is conducted to determine the effect of social media on the purchasing behavior of the Y-generation consumers, who seem to be the dominating consumer group active at social media. Research findings show that Y-generation consumers frequently visit and spend significant amount of time at social media using their mobile devices and consider the shares and comments especially at Youtube valuable and are highly effected by social media at their purchasing decisions