The Extent of Social Media's Influence on The Decisions Of Consumers

Abstract

Social Media is part of the 21^st century, it cannot be escaped as it has become an essential way that society communicates its ideas, beliefs and feelings. Jenny (2016), stated “Social media can be broadly defined as the set of interactive Internet applications that facilitate (collaborative or individual) creation, curation, and sharing of user-generated content”. Data was collected from 332 respondents, revealing significant insights into consumer behavior. A large proportion (48.8%) of respondents indicated that they may change their initial purchase decision after researching relevant information on social media. The study also found that 97.6% of respondents believe social media makes decision-making easier, highlighting its effectiveness as a tool for consumers. On customer retention, results suggest that social media enhances customer service and provides reliable, efficient information. However, a considerable portion (40.9%) disagreed that social media alone can change initial purchase preferences. The findings underscore the power of social media in shaping consumer behavior, improving customer service, and driving business growth, while also highlighting challenges related to the credibility of information. Chi-square tests confirmed the significance of these findings, suggesting that social media plays a crucial role in modern marketing strategies.