THE IMPACT OF SOCIAL MEDIA ON CONSUMERS: ANALYSIS OF TRENDS AND MARKETING STRATEGIES
Abstract
This scientific article offers a comprehensive analysis of the impact of social media on consumers in the modern world. By illuminating various aspects of this phenomenon, it explores the relationship between social media activity and consumer practices. The authors focus on the influence of social media on shaping consumer preferences, decision-making processes regarding purchases, and the formation of perceptions about brands and products. The article analyzes various theoretical approaches and concepts related to this topic, encompassing psychological, sociological, and marketing aspects. The research is based on an extensive analysis of current data and scientific literature in this field. The results confirm the significant impact of social media on consumer practices and brand perception, underscoring the importance of studying this issue for modern marketing and business development. The analysis allows for understanding trends in marketing communication and developing strategies for effective use of social media in the contemporary business environment, contributing to the development of innovative approaches to audience interaction.
The study also focuses on the influence of social media on shaping consumer identity and social behavior. It highlights the mechanisms through which social media affect self-perception and one’s place in society, as well as decision-making regarding consumption of goods and services. The authors analyze how social media serve as platforms for shaping social norms and values, which impact consumer practices and interaction with brands.
Additionally, the article thoroughly examines the tools and methods of marketing communication in social media. The authors analyze the effectiveness of various strategies for promoting goods and services through social media, including the creation of video content, advertising campaigns, and interaction with influential personalities and brand ambassadors. Significant attention is paid to analyzing the effectiveness of targeted advertising on social media.
The results of the study reveal the issues of consumer interaction with social networks, which will help businesses to use this communication channel to promote their goods and services. Considering the rapid development of digital technologies and the growing influence of social networks on society, further investigation in this area is crucial for the development of effective marketing strategies and the support of successful commercial activities of enterprises.
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