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THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOURABSTRACTSocial media has been part of the human day to day life for decades. The goal of this piece talks about social media and its effect on consumer behaviour. Approximately more than four billion people on earthuse social media. Most of them connect through phones, computers and various means. Social media requires an internet connection which has been growing from scratch. The world has been converted into a small village as one can talk to somebody thousands of miles away by a click of a button. They communicate through social media platform used in very many ways; including sharing life experiences, research platforms, entertainment and even trade. This piece talks about the effect of social media on consumer behaviour how the consumer uses social media to its satisfaction, marketing strategies and various pros and cons of social media on consumer behaviour. It independently computed and research based on traditional outlined sources.INTRODUCTIONSocial media will genuinely affect anyone in the modern world. Consumer behaviour will be affected by social media as the attitude and preferences of a buyer will change from time to time through social media. People browsing through social media will have many different opinions on products. When you read the various preferences, you as the consumer and buyer will have a very different view on the product. You will either like the product or hate the product, it all depends on social media platformsSocial media will influence you as the buyer differently because of the different marketing strategies used. Some of the types of social media marketing include use of ads, celebrities, promotion codes, financial winnings, discounts, visual images of the product, usage of emoji etc. So, are social media a positive or a negative way to impact consumer behaviour? Is social media a trustworthy source? We will genuinely explore all the pros and cons of social media and its impact on consumer behaviour.
According to Jashari & Rrustemi (2017), social media truly influences the consumer in making purchasing decisions. Every individual and company in the modern world require at least a web page when purchasing a product online. Online marketing is fast growing day in day out and everyone using the internet is a subject to online malls. The consumers see it as a more straightforward platform to purchase goods of their choice as detailed information outlined on the product. A typical consumer will go to the internet and search for a product of his or her choice and perform maximum research based onwhat social media has posted about the product. So how will social media affect the decision making of aconsumer? When one searches for a product, the individual will quickly go to the reviews of the product.