A study of consumer behaviour in reference to social media marketing communication

Abstract

Summary newline newline newlineSocial Media has revolutionized the way consumers behave and interact with marketing content. Consumers now have more power, flexibility, and visibility when it comes to marketing messages. They can actively participate in brand messaging, interact with brands, and share their experiences with others. This shift from passive receivers to active participants in the brand message has greatly influenced consumer behavior. The rise in popularity of Social Media has had a significant impact on the marketing landscape as well as information sharing and search the customers now obtain brand information from sources other than mass media like TV and print (Batra and Keller, 2016). newlineConsumers now have the ability to filter and choose which marketing messages they engage with, making it crucial for marketers to create compelling and relevant content. They need to create content that resonates with their target audience and sparks engagement. Social Media marketing allows for direct communication between businesses and consumers, as well as consumer-to-consumer communication (Rosni et al., 2022). newlineThe Consumers are surrounded by a variety of marketing and advertising efforts. As a result of the ever-increasing levels of commercial presence in the lives of consumers, the interest in marketing and advertising that captures the attention of the target market and affects the behavior of consumers has increased. With the Social Media phenomenon growing, and in the world that was once saturated by advertising via print and television has given rise to a new form of advertising, using new media, namely Web newline2.0. This has captivated academics and the industry to understand how newline newline newlineadvertising has changed, and the new ways in which brands can engage their consumers. newlineA recent study highlighted by Mangold and Faulds reported that despite the extensive use of Social Media for firm- customer communication and branding, there is little known about the way consumers are affected by the advertising and marketing that is implemented thr