Issue Details

UNVEILING THE INFLUENCE: UNDERSTANDING CONSUMER RESPONSES TO DIGITAL ADVERTISING IN SOCIAL MEDIA

ABSTRACT

This article goes into current research on social media consumers, shining light on five important themes in the process: consumer digital culture, reactions to digital advertising, the influence of social media on consumer behaviour, mobile environments, and online rumours (WOM). The purpose of this research is to explore how consumers perceive and are impacted by the digital environment in their day-to-day lives. The present corpus of knowledge has a tendency to concentrate disproportionately on online rumours, while disregarding other important parts of the digital consumer experience. This is despite the fact that there is still plenty to be discovered. In the interest of fostering a more comprehensive investigation of the occurrences, the article offers a number of ideas for further study.

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