SOCIAL MEDIA EFFECTS ON CUSTOMERS’ BEHAVIOR AND DECISION-MAKING PROCESS: ANALYZING OF COLLECTED DATA

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Narmin Asgarova
Akbar Asgarov

Abstract

The aim of this article is to determine whether social media has been influenced by the customer decision-making process and brands and companies. The survey was conducted among real social media users from all walks of life. The article covers social media users living in Azerbaijan. As known, social media is inseparable part of our life, that’s why investigation of effects of that on costumers’ behavior is actual. As mentioned before, scope of article based on responses from survey which held on among the active social media users. Major findings found as result of analysis of responses generated from survey are as follows: A survey was shared on various social media platforms which is popular and most used in Azerbaijan and aims social media users who are the target group of this research. This is not surprising, as per above data, it is mentioned that in Azerbaijan Instagram users forms majority of all social media users, and Instagram’s impact naturally should be higher than other social media tools. Overall, small part of responders think that social media advertising has a dramatic impact on users, and other responders believes that this type of advertisement is much more effective than traditional ways of advertisement. So, social media and the Internet are becoming more accessible day by day, and it has become common for celebrities (often called influencers) to advertise their products on social media, or for sponsored ads to appear on social media posts. Hypotheses were proven that social media has a great impact on customer behavior and decision-making on products or services which is provided by companies or organizations. Brands and advertisers are iфncreasingly using social media influencers as brand influencers, and it has therefore become important to validate the effectiveness of marketing as a means of brand and sales promotion.


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How to Cite
Asgarova, N., & Asgarov, A. (2022). SOCIAL MEDIA EFFECTS ON CUSTOMERS’ BEHAVIOR AND DECISION-MAKING PROCESS: ANALYZING OF COLLECTED DATA. Scientific Collection «InterConf», (124), 16–30. Retrieved from https://archive.interconf.center/index.php/conference-proceeding/article/view/1289

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