Marketing strategies on social networks: Influence on consumer behavior
DOI:
https://doi.org/10.62943/rck.v1n1.2022.35Keywords:
Social media marketing, consumer behavior, influence, strategies, social networksAbstract
The study focuses on analyzing how social media marketing strategies influence consumer behavior, specifically in their purchasing decisions and brand perception in the digital age. Social media marketing strategies have become essential components in the interaction between companies and consumers in this context. Recent research indicates that, especially in post-pandemic contexts, small and medium-sized enterprises have widely adopted digital marketing tactics, recognizing the relevance of social media in their business activities. In sectors such as hospitality, social networks have become indispensable tools for marketing internationally, allowing companies to reach global audiences and promote their services effectively. Studies show that these strategies exert a direct influence on consumers' buying decisions, with a large number of people being influenced by specific content on these platforms. In addition, the marketing mix plays a crucial role in shaping purchasing decisions, highlighting the importance of a comprehensive strategy that encompasses various aspects of marketing. Consumers are increasingly turning to social media as part of their pre-purchase research process, highlighting the need for companies to maintain a strong and attractive presence on these platforms. The creation of valuable content on social networks emerges as a determining factor in the perception of a brand by consumers, contributing to establish strong and lasting relationships.
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