Introduction
The study of “people”, “groups”, or “organisations”, as well as all behaviours
involved with the purchase, use, and disposal of products and services, is known as consumer
behaviour. Consumer behaviour refers to how a person’s “emotions”, “attitudes”, and
“preferences” influence their purchasing decisions. This essay will discuss in detail how
much social media influences consumer behaviour, the cultural factors that affect consumer
behaviour, and how to effectively reach a customer.
Impact of Social Media On Consumer Behaviour
As a communication tool, social media has taken on a significant role. People use
social media to connect with other people and organisations all around the world. People
have begun to utilise social media platforms such as Facebook, Twitter, Instagram, and
LinkedIn to share their experiences throughout the world. People contribute product reviews,
