In the modern era, the use of Social media platforms by consumers has mostly increased and consequently it has extensive impacted consumers in numerous ways. There are many social media platforms that influence consumer behaviour. Social media platforms like Facebook, Twitter, Instagram, YouTube and whatsapp etc. is having many features which attract and influence consumers. Social media has become a strong and effective tool used by marketers to engage consumers in various activities to influence their buying behaviour. Last decade in India has seen enormous growth in social media users. Many factors have contributed to this rise in numbers like, advancements in technology, government initiatives, internet availability across nation and increase in number of mobile users etc. This has resulted in change in consumers’ perceptions, attitude and purchase behaviour. The freedom of interaction among consumers themselves and marketers has brought about huge transformation in consumer behaviour. The objective of this study is to understand social media and impact of social media on consumer behaviour  in India.          

Keywords: Social Media Marketing, Consumer Behaviour, Business Strategy, Mobile Users, Marketers.