2022, Vol. 4, Issue 1, Part E

Social Media is a tool by the usage of social networking platforms to get people's attention. This motion now influences the way we use the internet and has produced common sites like Facebook, Youtube, Instagram and Twitter where users are communicating, creating and posting information. When the knowledge regarding a product/ service/ brand/ business is posted by a person, it is shared by many people in social media. Social media acts as a peer group and gives way to the demonstration effect introduced by Duessenberry (1949). He wrote that consumer's behaviour is strongly influenced by demonstration effect. People imitate their friends, neighbours and colleagues for their purchase decisions. Now in the era of social media demonstration effect is expanded. Consumers imitate whatever they see at social media platform. People are moving towards consumerism. Resulting from enhancing use of social media, Consumerism refers to the consumption of goods and services at a higher rate. Our Indian culture doesn't support consumerism as India is known for its spiritual values not for chasing material wealth. Moreover consumerism is enhancing global warming, industrial pollution and depleting natural resources. The present study is an attempt to explore how far social media has influenced consumer behaviour in Meerut District.