Impact of Social Media on Consumer Behaviour and Preference

Abstract

The way in which we interact with each other and make purchases has been altered by the emergence of social media. Social media platforms like Facebook, Twitter, Instagram, and YouTube have become an integral part of people’s daily lives globally and have greatly influenced the way in which consumers interact with brands and make purchasing decisions. The inf of social media on consumer behaviour and preferences has been substantial, with marketers now utilizing social media proving itself as a crucial tool for the target audience. Social media has provided customers with increased exposure to products and services, influencing their decision-making through social proof and personalization based on their interests and preferences. Furthermore, influencer marketing has become a popular method for firms to promote their products through social media influencers. As a result, understanding the influence of social media on customer behaviour and preferences has become crucial for firms looking to succeed in today's digital age. This study employs secondary research to investigate the influence of social media on consumer buying behaviour and preferences. The results suggest that marketers need to comprehend the scope and influence of social media in shaping customer behaviour and preferences and develop effective social media marketing strategies to succeed in the digital era. By utilising the power of social media, firms can boost their visibility, engage with customers, and mould consumer behaviour and preferences.