HOW SOCIAL MEDIA IS IMPACTING THE CONSUMER BUYING BEHAVIOR

Abstract

The goal of this paper was to find out how social media is impacting the buying behavior of the consumers. Social media websites and applications are the most crucial mediums for effective digital marketing activities. The influence of social media on customer behavior is one of the fascinating aspects of modern marketing. Understanding customer behavior allows businesses to offer items that consumers desire and need, increasing sales and profits. On the other hand, consumer behavior is exceedingly complicated since it encompasses a person's particular personality, personal preferences and attitudes, and various degrees of consumption.