The Effect of Social Media on Consumer Behavior: A Survey on Influencer Marketing and Online Reviews

Author(s)	Ms. Preeti Verma, Ms. Jyoti Verma
Country	India
Abstract	Social media has transformed the way consumers interact with brands, gather information, and make purchasing decisions. The rise of social media has revolutionized marketing strategies, enabling brands to reach consumers through digital platforms. Influencer marketing and online reviews have emerged as two key components shaping consumer perceptions and decisions. We study how these factors affect consumer behavior, particularly in terms of trust, brand perception, and purchasing decisions. Social media impact the decision making process of consumers that when they purchase, how they purchase and why they purchase. The decision process involves Problem Recognition, Search of Information, Evaluation of alternatives, Final Decision and Post Purchase Behavior. This paper explores the influence of social media on consumer behavior, with a focus on influencer marketing and online reviews. By analyzing existing literature and conducting a survey, this study examines how influencers shape consumer trust and purchase intentions, as well as the impact of online reviews on decision-making. The findings suggest that social media significantly affects consumer behavior, with influencer credibility and the authenticity of reviews playing crucial roles.
Keywords	Social Media, Influencer Marketing, Online Reviews, Consumer Decision Making, Consumer Behavior
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-05-13

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International Journal For Multidisciplinary Research