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VOL. 11, ISSUE 9 (2025)
Impact of social media on consumer behaviour: A case study of Himachal Pradesh
Authors
Dr. Dinesh Kumar
Abstract
In the modern digital era, social media has revolutionized the way
consumers interact with brands, make purchasing decisions, and engage with
businesses. Platforms such as Face book, Instagram, YouTube, and Twitter have
evolved from mere communication tools into influential marketplaces that drive
consumer behaviour across different demographics. Himachal Pradesh, a state
known for its diverse cultural heritage, booming tourism industry, and
expanding local businesses, is experiencing a significant shift in consumer behaviour
due to the increasing penetration of social media. With the growing
accessibility of affordable smart phones and high-speed internet, consumers in
Himachal Pradesh both in urban and rural areas are increasingly relying on
social media for product research, brand trust, and purchasing decisions. One
of the most striking aspects of social media’s impact is its ability to create
trends that influence purchasing habits almost instantly. A single viral video
on Instagram showcasing an organic apple orchard in Shimla can lead to a surge
in online sales for local farmers. Similarly, YouTube influencers reviewing
local Himachali cuisine, handicrafts, or adventure tourism spots can
dramatically increase consumer interest and business growth in these sectors.
This research aims to explore the extent to which social media influences
consumer behaviour in Himachal Pradesh, identifying key factors such as trust
in online reviews, engagement with digital advertisements, and the role of
influencers in shaping preferences. The study will employ a mixed-method
approach that includes surveys, interviews, and statistical analysis to examine
the impact of social media on consumer purchasing decisions across different
age groups, geographic locations, and product categories. this study will
provide valuable insights for businesses, marketers, and policymakers to
develop effective digital marketing strategies that cater to local needs. The
findings will also help bridge the gap between traditional and digital
commerce, ensuring that businesses in Himachal Pradesh can thrive in the
rapidly evolving digital landscape.
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Pages:23-25
How to cite this article:
Dr. Dinesh Kumar "Impact of social media on consumer behaviour: A case study of Himachal Pradesh". International Journal of Commerce and Management Research, Vol 11, Issue 9, 2025, Pages 23-25
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