Influence of social networks on consumer behavior

Abstract

In the modern world, social networks are actively used for business purposes when communicating with customers and promoting new products or services. Since there is a direct link between communication and promotion, social networks were easily integrated into the marketing sphere. The massive growth of social media use is affecting consumer behavior. For example, the opportunity to consult with each other has been created, which has affected the relationship between the consumer and the brand, with the consumer being in a better position. Social media has influenced marketing by changing the ways in which consumers share, evaluate and choose information. This article describes the main changes in consumer behavior with active development of social networks