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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 12) Last page : ( 16)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00003.3

Social Media: A Determinant Factor of Consumer Life Quality from E-Commerce Perspective

Urne Amoghsiddhi1,*, Dr. Aggrawal Artee2,**

1Research Scholar, Department of Management, Amity Business School, Amity University, Mumbai

2Associate Professor, Department of Management, Amity Business School, Amity University, Mumbai

*Corresponding Author E-mail: amoghsiddhi@gmail.com


Online published on 2 June, 2018.


In last decade, we have witnessed the explosive rise in new media channels like social media, which includes Facebook, Twitter, YouTube, Google etc. It enables customers to take active participation as market players and communicate with anyone at anytime. This social media also create competition in business by creating different marketing platforms to reach out the target population. It provides many opportunities for both business and consumers to grow. Use of social media generate profits for business, build brand image, develop customer relationships, provide tools to market the products and service. It also helps users to gather and validate the huge available information, which results in increase in awareness among them, and improve overall consumer life quality. In this paper, researchers have reviewed existing literature keeping social media as centre of study. The objectives of this study is to find out how social media is nowadays become determinant factor for business and customers in decision-making. To satisfy this objective, researchers have identified three phenomenon social media as a determinant factor, e-commerce and consumer life quality and social media as a marketing tool. Reviewing existing literature depicts the social media is a comprehensive package at all fronts with high profit in low investment.



Social Media, E-commerce, Social Commerce, consumer life quality, CRM.


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