IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR

Abstract

  In today's technology-driven world, where the Internet is part of the daily life of people all over the world, a new form of interaction and communication is gaining more and more importance. Social networks have become a channel through which businesses can expand their marketing tactics, connecting their brands directly with customers, where they can exchange information, views and experiences with each other. This paper aims to research and analyze the role of social media in the decision-making process of consumers for purchases. Also, through this paper we can analyze whether consumers in our country are influenced to buy by social media.For the realization of this scientific paper, in the first part we will apply secondary data and the rest will be realized with primary data which will be collected through the questionnaire that was distributed to the consumers in the city of Peja. From the electronic questionnaire, the findings show that for some consumers their purchases are influenced by social media (26.8%), while for the rest social media do not play a role in the consumer's decision to buy products. As a result of this study, there are a number of practical and theoretical implications.Entrepreneurs should make an effort to differentiate themselves from others by keeping customers aware of the products they offer. This paper provides different results compared to previous studies, in terms of the factors that influence the purchasing behavior of consumers.