Social media started as an extremely vibrant and vibrant internet platform. It has proven to be an extremely useful platform where one person can communicate with hundreds or even thousands of other people. It is one of the latest and most successful technological innovations, offering a wide range of benefits (21st Century Technologies. (1998)). This was the main reason for selecting the social media theme for research purposes. Additionally, little research has been conducted on the factors that influence consumers while shopping on social media in the Indian context and their impact on purchase intention; therefore, social media was selected as a research topic. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essayAccording to Brien, CO (2011). Social media refers to a set of social technologies that have enabled a revolution in user-generated content, global community and the publication of consumer opinion. It can also be defined as a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and enable the creation and exchange of user-generated content (Kaplan, AM and Haenlein, M. (2010)).According to Social Media Marketing Tips (2018) In India, there are more than 462 million internet users and 200 million are active users of social media. In 2016, 24.33% of India's population accessed the internet through a mobile phone and the trend is expected to grow by 37.36% by 2021. India is the second largest online market behind China. Internet use is dominated by men in India, with 71 to 29 percent women. Google+ is the second most used in India with 82% accounts, after Indonesia with 83% accounts. Activities on social networking sites are intense between 6 p.m. and 10 p.m. Mumbai and New Delhi account for the highest traffic to social media sites. More than 60% of active social media users are students. According to Jain, S. (December 16, 2016), India has the largest number of Facebook users in the world with over 195 million users, surpassing the United States by over 4 million subscribers. There are 155 million monthly active users (MAUs) in India, of which 147 million access Facebook via mobile phones and 73 million users are active daily on mobiles (Facebook.com, 2018). Facebook's top users in India are aged 18-24, which is the largest and fastest growing population segment. In India, 76% of Facebook users are men and 24% of users are women, illustrating the barriers women in India face in accessing technology and information. It further analyzes that Twitter, the microblogging site, has 23.2 million monthly active users in India, which is second in Asia Pacific after Japan with 26 million MUA. Overall, Twitter accounts for only 17% of Indian social media users. Twitter is in 2nd place in terms of user engagement after Facebook. Globally, Twitter has 320 million users, 140 million daily active users, and 305 monthly active users. There are also over 30 million LinkedIn users in India, compared to 467 million users globally. In comparison, LinkedIn is the fastest growing professional network in India. Currently, LinkedIn is the most used social network for.