A Comprehensive Study on The Influence of Social Media on The Consumption of High Involvement Products in The Context of Kolkata

In terms of usage and acceptability, social media is a roaring success. Social media platforms affect individual’s communication and interaction with each other, how they voice and exchange thoughts, and how they connect with products, and corporations. Moreover, social media platforms have advanced to important knowledge- sharing platforms for consumers A sufficient number of research have attempted to uncover the function and impact of social media on aspects of customer behavior pre, during, and post the purchase process. Most research take a micro approach, stressing on a specific type of social medium (e.g., consumer review websites), a particular application (e.g., Facebook), a specific stage of the decision-making process (e.g., information search), or a specific phase of the buying process (e.g., information search) (e.g., after purchase). In spite of the benefits of such micro perspectives, the entire scenario of how consumers utilize social media and their influence at all phases of the purchase process and decision making is still imprecise. This research attempts to add to our understanding in a number of ways. Initially, to consumer behavior theory, by suggesting exchange of information as a consumer behavior construct. Secondly, study on social media in the context of high-involvement products. Thirdly, by providing the social media enabled buying process prototype as a framework for analyzing the function and influence of social media on a high-involvement products buying process.