Impact of social media on Consumer Buying Behavior

Using social media, people interact in virtual communities and networks by creating, sharing, and/or exchanging information and ideas. Facebook, Twitter, Instagram, LinkedIn, and YouTube are managed by the Office of Communications and Marketing. More than half (51%) of consumers read reviews on forums or social media before making a purchase. Social media serves as a dynamic source of social proof. Four times more likely are consumers to spend more money on purchases influenced by social media. In four ways, social media influences purchase decisions directly. Online shopping and social media have shortened the customer journey. Word-of-mouth and social proof have been amplified by social media. This paper reviews the importance of social media in influencing the consumer buying behavior.