Social media began as an extremely dynamic and vibrant internet-based platform. It has proven to be an extremely useful platform where a person can communicate with hundreds or thousands of other people. It is one of the most recent and successful technological innovations that offers a wide range of benefits (21st Century Technologies. (1998)). It was the main reason to select the topic of social media for the purpose of the research. Furthermore, not much research has been conducted on what factors influence consumers while purchasing from social media in the Indian context and their impact on purchase intention; therefore Social Media was selected as the research topic. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay According 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 opinions. It can also be defined as a group of Internet-based applications built on the ideological and technological foundations of Web 2.0 and which enable the creation and exchange of user-generated content (Kaplan, A.M. and Haenlein, M. (2010)).According to social media marketing tips (2018) In India, there are over 462 million internet users and 200 million are active social media users. In 2016, 24.33% of the Indian population accessed the Internet via mobile phone and the trend is expected to grow by 37.36% by 2021. India is the second largest online market after China. In India, Internet usage is dominated by men, with between 71% and 29% being 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 6pm and 10pm. Mumbai and New Delhi see the highest traffic to social media sites. Over 60% of active social network users are university students. According to Jain, S. (2016, December 16) India has the largest number of Facebook users in the world with over 195 million users, surpassing the United States with over 4 million subscribers. There are 155 million monthly active users (MAUs) in India, of which 147 million MAUs access Facebook via mobile phones and 73 million users are daily active on mobiles (Facebook.com, 2018). Facebook's key users from India are between the ages of 18 and 24, which is the largest and fastest growing segment of the population. In India, 76% of Facebook users are men and 24% are women, illustrating the barriers women face in India to access technology and information. It also analyzes that Twitter, the microblogging site, has 23.2 million monthly active users in India, which is the 2nd largest in Asia-Pacific after Japan with 26 million MUA. Overall, Twitter accounts for only 17% of Indian social network users. Twitter ranks 2nd in terms of user engagement after Facebook. Globally, Twitter has 320 million users, 140 million daily active users, and 305 million monthly active users. There are over 30 million LinkedIn users in India too, while 467 million users globally. LinkedIn, in comparison, is the fastest growing professional network in India. Currently, LinkedIn is the most used social network for recruiting, because it guarantees the most successful hires. The most active users on LinkedIn India belong to the age group 24-35. 46% of LinkedIn users are women and 54% are men. YouTube, the.