Abstract

The present paper aims to investigate the impact of social media on consumer behavior through empirical research. The way to which using social media affects experiences is investigated by a quantitative survey. Consumer opinions about goods and services have been overtaken by outsiders in advanced fields, which impact decisions in the unconnected field. Because advertisers have no influence over the content, timing, or frequency of online discussions among customers, online communication social media has resulted in buyers. The findings show that the use of social media affects customer satisfaction during the information search and selection of alternatives segments, with satisfaction increasing as the customer advances through the process to the point of final purchase choice and post purchase analysis. Consumers are again at the pinnacle of the business world thanks to social media marketing, which also gives marketers new tools for interacting with customers and creatively incorporate them into their brands. To put it simply, marketers ought to know how social media has impacted customer behavior. Compared with traditional media, social media marketing focuses on expanding marketers' boundaries to promote a product or service, making it the modern form of marketing. Customer happiness and behavior have grown in importance in the past few years, helping any business build its place in the market and maximize profitability.

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