摘要：Social media marketing (SMM) is the latest innovation in the marketing world. The base for any media to
succeed is to make Conversation impactful. Social media marketing is the new method of marketing, which is
based on the common principle of Word of Mouth (WOM). Social media gives marketers a voice and a way to
communicate with peers, customers and potential consumers. It personalizes the "brand" and helps you to
spread your message in a relaxed and conversational way. It is been found that India is the world’s 7th largest
internet market, growing at 11.2%. Social media users in India grew from 38 million in November 2011 to 60.5
million at present. In a nutshell, the social media websites in India are growing by almost 100% year after year.
As Social media has risen to a great level in India since last few years, still huge opportunities are untapped.
Marketers in the west have already taken advantage of Social Media but Indian marketers are still lagging
behind in this foray. This study is an attempt to create awareness among Indian marketers about the power of
Social media Environment spreading at large. The central theme of the present research work revolves around
the identification of most influential social media marketing factors for making the purchase decision of
customers with special reference to Rajasthan. To serve the objective a sample of 358 users of social media was
selected. From the study it was observed that easier searching of information on social media is an extremely
influential factor while making purchase decision on it.
