Effects of Social Media on Consumer Behaviour

The paper discusses social media's transformative impact on consumer behavior and its central role in modern marketing. With a global user base of 4 billion, social media has become vital for brands to engage their audience. Key pathways include Influencer Marketing, using platforms like Instagram for brand credibility, and User-Generated Content for social proof, influencing purchasing decisions. Real-Time Customer Service on social platforms builds positive reputations, while Competitive Analysis refines strategies. Social Listening gathers consumer insights, Emotional Connection fosters brand loyalty, and Personalized Marketing tailors messages. The Rise of Mobile Commerce further integrates social media into the purchasing process. The paper concludes with best practices, stressing audience definition, visual content, consistency, engagement, collaboration, analytics, promotions, advertising, and staying abreast of trends. In understanding social media's impact, businesses can revolutionize marketing and connect with customers unprecedentedly.