ROLE OF SOCIAL MEDIA ON CONSUMER PREFERENCES

Abstract

Social media is an integral part of every individual's life where one can share his/ her
experience, opinions, and feelings with others. The democratization of information
through social media has brought significant changes in the purchasing behaviors of
consumers. Consumers' connectivity in a wired and online world allowed them to know
everything about the products and services they want particularly their availability,
price, location and the desire attributes. This research aims to find the importance of
social media on consumers' purchasing behaviors, which includes information
acquisition, electronic word of mouth, seller created information, consumers' perceived
quality, and customers' perceived risk.