Crystalizing the Effect of Facebook Marketing on Customers Purchasing Behaviour

Technology and internet have played a crucial role in most of the organisational activities. The advances in technology are making a huge impact on how we use social media. In this dispensation, the traditional marketing methods have become small segment of the various approaches used for marketing and branding products. 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. Hence, this article focuses on the effect of Facebook on the consumer purchasing behaviour of customers.  This study has placed substantial value on how social media can be used to shape consumer brand perception and influence customers’ purchasing behaviour. This paper employed desk research, known as secondary research, to obtain related information. The researchers obtained articles and literature from the database of Emerald Insight, PubMed, Research gate, Scopus database and Google scholars. This study creates a platform for organisations and PR practitioners to understand how consumers use technology and especially social media (Facebook) in their online shopping process effectively in meeting their needs.