The Impact of Social Media on Consumer Behaviour

Abstract

Thanks to technology, consumers can research things, label them, offer criticism in equal proportion, and do much more. As a result, a lot of businesses these days have social media pages to supplement the data they have about their products. These pages contain customer comments about their items, and people are more likely to relate to a business after reading multiple evaluations. Because the paper deals with how social media affects consumer behavior, it is a quantitative study. 116 respondents made up the sample, and the statistical analysis led to results about both univariate and bivariate analysis. Once the study factors have been analyzed, we can create a social network-based customer profile.Similarly, it is possible to observe the degree of effect and the true impact of social media on behavior changes following the completion of a sophisticated statistical analysis utilizing SPSS and the analysis provided by the web platform that hosted the questionnaire.