A Study on Impact of Social Media Platforms on Shopper Behavior: An Empirical Study in the Bangalore Market

Digital marketing utilizes various digital devices and channels to reach potential consumers with products and services. Over the former decade, the proliferation of mobile phone usage and internet access in Bangalore has created substantial opportunities for marketers to promote their offerings through social media platforms at a lower cost compared to traditional media, which remains considerably expensive. This study reveals that a substantial segment of Bangalore's population—based on a sample of 65 consumers—actively engages with social media platforms such as Facebook, YouTube, Twitter, and Instagram for both entertainment and information. This growing engagement presents a valuable opportunity for companies to enhance their digital marketing efforts. By leveraging digital marketing, businesses can effectively gather insights into consumer behavior, brand loyalty, and preferences, facilitating more informed, shopper-centric decisions. This paper aims to highlight the role of digital marketing in capturing shopper attention and driving engagement with a company's products or services in Bangalore.