Analysis of Social Media Influence on Consumer Behavior

Analysis of Social Media Influence on Consumer Behavior

Amisha Khanna , Rivi Vig , Charu Garg , Devi Prasad Samantaray, Pramod Vishwakarma

Computer Science & Engineering – Apex,

Chandigarh University, Mohali, Punjab, India

Abstract— In the ever-evolving landscape of digital connectivity, this research delves deep into the intricate web of social media influence on customer behavior, adapting to the dynamic shifts in online platforms. Fuelled by the unprecedented surge of digital channels shaping consumer choices, this study aims to unravel the multifaceted dynamics and ramifications for businesses. Our primary objectives encompass deciphering the core elements steering customer behavior within these platforms and assessing their profound impact on purchasing determinations. Employing a comprehensive mixed-methods approach that integrates both qualitative and quantitative analyses, we strive to meticulously scrutinize user engagement, conduct sentiment analysis, and discern behavioral patterns across a spectrum of diverse social media channels.

This research endeavors to empower businesses with not only comprehensive but also actionable insights, facilitating strategic adaptations to align with the ever-changing expectations of consumers. By leveraging this dual analytical approach. In conclusion, this study significantly contributes to the evolving domain of digital marketing by elucidating the pivotal role that social media plays in shaping the contemporary consumer journey, thereby guiding businesses toward more effective and informed strategies.

Keywords— Social media influence, Customer behavior, Consumer decisions, Mixed-methods approach, Comprehensive insights, Actionable insights, Digital marketing, Evolving consumer expectations, Nuanced interplay, Contemporary consumer journey.