The Impact of Social Media and Digital Marketing on Consumer Behavior

Abstract

For the time being, people are becoming habitual on social media and digital marketing. This has changed the behaviour of the consumer and the strategies in which companies run their business. Social-media and digital marketing offer significant opportunities to organizations through lower costs, improved brand awareness, and increased sales. This chapter tries to highlight the impact of social media and digital marketing on consumer behaviour from the collective discussion from several experts and researchers. This chapter offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where the authors highlight different factors that affect the consumer behaviour as well as strategies adopted by the companies to attract the consumers.