Role of Social Media in Influencing Consumer Purchase Behavior and Brand Loyalty

Consumer behaviour is comparatively a new field of study, which evolved just after the Second World War. The seller's market has disappeared, and buyer's market has come up. This has led to paradigm shift of the manufacturer's attention from productto consumer and specially focused on the consumer behavior (Dheeraj Sharma, 2015). The evaluation of marketing concept from selling concept to consumer-oriented marketing, has resulted in consumer behaviour becoming an independent discipline. (Kotler, 2012)