The Impact Of Social Media On Consumer Buying Behaviour Of Toyota Brand Of Vehicles

CHAPTER ONE INTRODUCTION 1.1       Background of the Study In recent years the online environment is viewed by users from a new perspective, in a commercial way. Its development and the emergence of online stores have turned users into consumers. Also the most important role of social media has changed the way consumers and marketers communicate. (Hennig-Thurau T., Gwinner K., Walsh G. & Gremler D., 2004). Informational society influences affect the consumer buying decision and product evaluations. Social media provides a new channel to acquire product information through peer communicati…