Impact of Social Media on Consumer Buying Behavior

Management

The focus of this study is on the intricate purchasing process that consumers go through, with a particular focus on the ways in which social media use affects the process. The occasional transactions made by the customer with a high level of involvement that significantly alters the brand are referred to here as complicated buying behavior. Social media is starting to gain popularity. In the past ten years, user-generated web technologies such as blogs, social networks, and social media websites have become increasingly prevalent on the World Wide Web. In summary, social media and these technologies are the real cause behind the growth of user-generated content, which has a global community. Online platforms like Facebook, Instagram, YouTube, and Twitter have emerged as a result of social media, allowing users to interact with one another and exchange ideas and content. A new method of learning about products and services has been made possible by the social media revolution. On social media, strangers can dominate a consumer's opinion and comments on goods and services, which can then affect opinions offline as well. Unquestionably, social media has empowered customers, who now have the ability to create content only through online discussions, meaning that they are crucial in determining whether a brand succeeds or fails. Marketing professionals attempt to comprehend how consumers use social media and how they make decisions based on the information displayed there that has the potential to influence their choices. The study also looks at how consumers' purchasing habits may be altered by the volume of user-generated content and information. The EBM model, which consists of six stages of the consumer decision process, has been applied. Research has also been conducted to determine the model's applicability in relation to social media usage. The elements of the customer decision-making process have been investigated through a quantitative survey.

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