SOCIAL MEDIA IMPACT ON CONSUMER BEHAVIOR

Abstract

Social media is playing such a major role in our everyday lives today that without it, we can't even imagine a single day. Technology has been so handy that we have at our fingertips every imaginable thing in the world. In the present study, an attempt is made to find out how people are influenced by the plethora of social platforms, especially users, and how it shapes their actions in general, what motivates them, what kind of behaviors they participate in, and what challenges it presents to marketers. Social networking is also a central component of marketing campaigns for companies. Being able to communicate directly online with a brand representative will increase the loyalty of a customer to a business by creating a personal link that might not be possible for the consumer to achieve with other businesses. And when the customer has a concern, much of the consumer's frustration can be minimized if the company representative is competent, compassionate and understanding.