THE ROLE OF SOCIAL MEDIA IN SHAPING CONSUMER BEHAVIOR

ABSTRACT

Social media has fundamentally reshaped consumer-brand interactions, creating a paradigm shift in how individuals discover, evaluate, and engage with products and services. No longer confined to traditional advertising channels, brands now navigate a dynamic ecosystem where platforms like Instagram, Facebook, and TikTok serve as vibrant marketplaces and communication hubs. These platforms enable real-time feedback, foster personalized experiences, and encourage interactive dialogues between brands and consumers, driving deeper emotional connections. Consumers increasingly rely on social media for discovering new products, assessing their quality through reviews, and validating their decisions via influencer endorsements and peer recommendations, making it a critical touchpoint in the modern buyer journey. Social media’s visual and interactive nature enhances its impact, blending entertainment with commerce and transforming passive audiences into active participants in brand narratives. This paper examines the multifaceted impact of social media on consumer behavior, focusing on trust-building mechanisms, emotional engagement, the growing influence of digital creators, and the psychology behind social proof. By synthesizing academic theories and real-world examples, the research illustrates how these platforms not only drive purchasing decisions but also redefine consumer expectations, enabling brands to craft tailored and innovative marketing strategies in a constantly evolving digital landscape. Through this lens, the paper underscores the indispensability of social media in shaping the future of consumer-brand relationships.

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