Impact of Social Media Marketing on Consumer Behaviour

The behavior of consumers is intricate, sophisticated, hard to modify, and occasionally confusing. Learning about consumer behavior is an interesting but important field of research. because of its complexity, diversity, unpredictable nature, and ubiquity. One of the most significant facets of consumer behavior and a hot topic for consumer science research is consumer engagement and purchase intention. Scholars and marketers have been trying to understand how consumers behave in a range of social, cultural, and other contexts. Understanding the various mental and physical actions that the customer takes prior to, during, and following the purchase is the main focus. The virtual world has emerged as a result of the introduction, development, and use of information and communication technologies by the general public and corporate organizations. Using the web, a system that uses the internet to facilitate business communications and transactions, new forms of value creation have been created in this digital age, dismantling traditional business models (Kalakota and Robinson, 2000). The demand for social media has increased due to developments in digital services and infrastructure brought about by government regulatory frameworks and other initiatives, as well as the availability of low-cost, high-speed data, appropriate content, and mobile apps. Additionally, mobile devices have become more affordable and sophisticated (Duhan and Singh, 2013). In addition, social media has given users new and innovative virtual platforms to interact, communicate, socialize, discover new information, and stay up to date on concepts, ideas, and products that may be of interest to them when making decisions about what to buy. Consumer decision-making has changed in the social web era due to the introduction of new influences such as brand community discussions and online brand endorsements (Constantinides and Fountain, 2008; Edelman, 2010). Social networks assist consumers in making decisions and sharing information (Milovic, 2018). In recent times, there has been an unparalleled surge in consumer interactions due to the availability of various forms of user-generated content such as text, photographs, and videos, as well as the chance to interact with friends, make new ones, and discover emerging trends (Giannakos et al., 2013). Mostly, people use these kinds of media to browse through information available on online forums and stay up to date on the latest developments in companies and goods.