Renu A. Zawar

SCROLL, TRUST, BUY: DESCRIPTIVE INSIGHTS INTO SOCIAL MEDIA-DRIVEN CONSUMER BEHAVIOUR IN BELAGAVI AND OTHER TIER-2 CITIES OF KARNATAKA

Social media has quietly become the first stop for many consumers before they buy almost anything, and this shift is no longer confined to India's metro cities. This paper examines how social media exposure and trust in social media-based information (electronic word-of-mouth, or eWOM) shape purchase intention among co...