The impact of social media on consumer purchasing decision process

Abstract

Over the past decades, online networks have played an indispensable role in daily lives. More and more people have utilized social media networks for not only communications but also connecting with brands. With the tremendous growth of social media in recent years, it has been leveraged to boost company sales and, most importantly, build customer relationships. There is plenty of research or study about the relationship between online networks and consumer purchasing decisions: about 71% of customer buying decisions have been influenced by social media (Aleh, 2020). It determined that people are heavily affected by social media when deciding on purchasing. The purpose of this study is to examine how online social networks affect to customer purchasing decision process, how an individual is attending, selecting information on social media before purchasing a decision. Several theoretical frameworks are applied to support the research consisting of the concept of social media and stages decision-making process together with definitions and references to relevant scholarly literature. Furthermore, the theories would explain the relationship between social media and consumers' behavior in people's daily lives. In the mythology chapter, a survey was conducted to examine how, when, and why people rely on social media sites during their purchases. Secondary data was collected from e-articles, emeralds, books, and Theseus, which is available in the UAS school system, Google scholar. The primary resources were gathered from the Internet and a survey.