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The Role of Social Media in Shaping Consumer Decisions and Brand Perceptions

2024; IGI Global; Linguagem: Inglês

10.4018/979-8-3693-9699-5.ch009

1935-2719

Muhammad Nawaz Iqbal,

Technology Adoption and User Behaviour

In the contemporary world, social networks act as an effective tool for changing customers' decisions and creating opinions of brands. In this chapter, the author dwells on discussing the complex interconnection between social media platforms with consumer decision making, exploring how aspects like social proof, influencer marketing, and user generated content influence buying behavior and brand commitment. It also examines consumer behavior in these platforms reaching subjects such as how personalized content affects the way users engage themselves with the content in the platform or how algorithms impact the same activity. Using examples and research data the chapter demonstrates how brands can unlock the power of social media for improving their awareness, engaging with customers, and developing brand equity. Therefore, uncovering the impact of social media on consumer behavior enables firms to create unique selling propositions that reflect the culture of consumers with the aim of building brand reputation in a highly saturated market