The impact of social media on consumer’s decision making

Abstract

Nowadays, consumers are often exposed to various means of communication. The evolution of technology and the appearance of the Internet have changed the world in a general way and various daily practices in a particular way. Consumer behavior has been considerably affected by these great technological changes. Several platforms have emerged significantly: social media, social networks, search engines, etc, which have become an important part of our daily lives. The appearance of these different means gave new opportunities to different companies in the market to reach their target and moreover the possibility of achieving several objectives such as improving visibility, awareness, strengthening links with consumers. Our study will therefore focus on the impact of social media on consumer decision making.