Abstract:

It has become noticeable that changes have occurred in technological developments and innovation in the last few years. Technology plays a crucial role in most of the activities we engaged in. Majority of the people cannot do without internet in most of their daily endeavours, such as searching for information, sending emails; selling and buying, interacting with friends and family, reading the latest and trendy news and so on. That advancement and development in technology cut across different sectors like health institutions, business organisations, academic sectors, and governmental fields. This article focuses on the effect of Facebook on the consumer purchasing behaviour of customers. Various organisations are continually looking for new ways to reach and communicate with consumers. Some decades back, broadcast (television and radio) and print (newspaper and magazine) advertising were the vital tools of marketing strategies. In this dispensation, these traditional marketing methods has become small segment of the various approaches used for marketing and branding products. The organisation has placed substantial value on how social media can be used to shape consumer brand perception and influence their purchasing behaviour, that is, how consumers use technology and especially social media (Facebook) in their online shopping process effectively in meeting their needs.